Friday, September 14, 2007

How To Avoid Being Misrepresented In The Media

By Thomas Murrell MBA, CSP - International Business Speaker

Being misrepresented in the media is one of the major threats in dealing with the media.

People who haven't had a lot of media experience often get burnt.

They have a meeting or an interview with a journalist, perhaps at a coffee shop, and as they leave the coffee shop they make a throw away line to the journalist.

That throw away line then becomes the headline of the story (and remember that 85 per cent of the impact of a story is in the headline).

When they see that story being published or broadcast by the media they then get very disappointed and again it just reaffirms their negative image, their negative relationship and fear of the media.

So when misrepresentation does occur, how can you overcome it and how can you avoid it?

Well the most important thing is to understand how misrepresentation happens.

In media analysis, there are three key things you need to know;

- You need to understand that the media re-presents reality as images, texts, symbols. Reality does not equal what you see, read or view in the media.

- The whole process of reporting a story, involves a process known as mediation. This often changes the meaning and the message of the story. It changes it from reality to what we see in the world through the media.

- And then the third impact of the media is known as agency, or how your story will be treated by individual media outlets. That is the economics, the politics and the culture of the media organization will impact on how the story is reported. So how the Australian Broadcasting Corporation reports on a story will be different to how the Special Broadcasting Corporation reports on a story which will also be different to how the Wall Street Journal reports on a story.

So all these factors are at work. But there are three main causes of misrepresentation;


You actually get it wrong.

You get a phone number wrong, you get a contact detail wrong or you get an important fact or statistic wrong.

The most high profile example from Western Australia I can think of was in the last state election held in 2005, where the then opposition leader Colin Barnett proposed to build a canal from the Kimberley in the North-West of Western Australia to Perth in order to bring water down south and solve Perth's water crisis.

At the media conference held to announce the costing of his canal concept, two days before the election, the savings document he presented was more than $200 million out. This ruined his credibility and had a major impact on his ability to get elected. Although he could not recover from this faux-pax, Colin Barnett did the best thing he could given the situation and accepted responsibility, ‘It's done through my office but I am the person, I accept responsibility for it,' he said (ABC 2007).


Journalists are human, they do make mistakes and they make mistakes in representing the facts or your message.

How do you overcome that. Well, you prepare a written media statement, media release or news release and you give that to the media. A media release is a stylized piece of writing containing quotes, facts and relevant news. Always double check your media release so there are no mistakes.

Another way of overcoming misrepresentation is to ring up the journalist who has interviewed you and get the quotes checked to ensure they are accurate.

In Australia, this is generally an accepted practice and journalists do not mind if you ring up to check the accuracy of quotes (this does vary with journalists however). It is not acceptable in Australia however, to ring up and ask to see a copy of the story before it is published or broadcast. An Australian journalist will not do this.


Somewhere in the process of taking the story from the written form of the journalist into the actual newspaper or television final media product, a mistake is made.

The mistake is not made by the journalist in writing the story but by the sub-editor or producer or someone else involved in the production process.

If the error is serious you can ask for a formal apology in the media.

So, there are three ways misrepresentation can occer and some ways on how to avoid them.

If you are interested in learning more about the media, come to our Writing & Pitching Winning Media Releases Course on September the 18th. Book now.

1 comment:

look said...

愛情公寓, 情色, 舊情人, 情色貼圖, 情色文學, 情色交友, 色情聊天室, 色情小說, 一葉情貼圖片區, 情色小說, 色情, 色情遊戲, 情色視訊, 情色電影, aio交友愛情館, 色情a片, 一夜情, 辣妹視訊, 視訊聊天室, 免費視訊聊天, 免費視訊, 視訊, 視訊美女, 美女視訊, 視訊交友, 視訊聊天, 免費視訊聊天室, 情人視訊網影音視訊聊天室, 視訊交友90739, 成人影片, 成人交友, 本土自拍, 美女交友, 嘟嘟成人網, 成人貼圖, 成人電影, A片, 豆豆聊天室, 聊天室, UT聊天室, 尋夢園聊天室, 男同志聊天室, UT男同志聊天室, 聊天室尋夢園, 080聊天室, 080苗栗人聊天室, 6K聊天室, 女同志聊天室, 小高聊天室, 情色論壇, 色情網站, 成人網站, 成人論壇, 免費A片, 上班族聊天室, 成人聊天室, 成人小說, 微風成人區, 色美媚部落格, 成人文章, 成人圖片區, 免費成人影片, 成人論壇, 情色聊天室, 寄情築園小遊戲, AV女優, A片下載, 日本A片, 麗的色遊戲, 色色網, ,嘟嘟情人色網, 色情網站, 成人網站, 正妹牆, 正妹百人斬, aio,伊莉, 伊莉討論區, 成人遊戲, 成人影城,
ut聊天室, 免費A片, AV女優, 美女視訊, 情色交友, 免費AV, 色情網站, 辣妹視訊, 美女交友, 色情影片 成人影片, 成人網站, A片,H漫, 18成人, 成人圖片, 成人漫畫, 情色網, 日本A片, 免費A片下載, 性愛, 成人交友, 嘟嘟成人網, 成人電影, 成人, 成人貼圖, 成人小說, 成人文章, 成人圖片區, 免費成人影片, 成人遊戲, 微風成人, 愛情公寓, 情色, 情色貼圖, 情色文學, 做愛, 色情聊天室, 色情小說, 一葉情貼圖片區, 情色小說, 色情, 寄情築園小遊戲, 色情遊戲情色視訊, 情色電影, aio交友愛情館, 言情小說, 愛情小說, 色情A片, 情色論壇, 色情影片, 視訊聊天室, 免費視訊聊天, 免費視訊, 視訊美女, 視訊交友, 視訊聊天, 免費視訊聊天室, a片下載, aV, av片, A漫, av dvd, av成人網, 聊天室, 成人論壇, 本土自拍, 自拍, A片,