In PR, ‘information integrity’ isn't ever rudimentary!
This is a no-brainer, but conveniently ignored by PR — What puts off journalists and the media at large, while you keep churning out information on behalf of a client, in the form of a press kit or a media release is this — factual errors.
Might sound so rudimentary : matter of fact is such errors creep in, whilst we all battle with deadlines, or may be sheer over-enthusiasm to send out the release, just to make sure the journalist or the publication meet the deadline.
It’s the journalist’s responsibility to check the facts in any story — that said, if you or your agency represent a client, you are the custodian of the facts mentioned in any media information that disseminates from your end.
Factual errors are not the big ones like the client concealing the facts or misrepresenting reality, in a crisis situation. Simple errors like getting the name of the person/product spelling wrong, getting the timeline of events wrong, or just spelling the CEO’s surname wrong — such errors come easily to the notice of the consumer — the reader of the viewer of the news, when and if it finally gets there.
And when it indeed does, at stake is the credibility of the journalist, the media house, and your own client. In most cases, such mistakes creep in when we tend to overlook the minor details — many a time taken for granted.
As a public relations professional (also a custodian of client facts!) PR pro, make sure that the eye for detail is in play, every time, with every client. When we and our agency claim to manage reputation of clients, the least expected from us to ensuring information integrity.