|
Howard Kurtz's article about interviews in yesterday's Washington Post got me thinking about how we can protect ourselves from being misquoted. The bottom line: often you can't. The best defense is not to say anything stupid, but, as we all know, that's not always possible. :>)
What should you do to protect yourself from being misquoted when you are interviewed? I've been misquoted, and I'm sure most people who've been interviewed have been surprised at how little of what they said was used, or the context in which is was used.
Here are some tips on protecting yourself in interviews, in which I consider both mainstream reporters and bloggers to be journalists:
- It's ok to turn down an interview as long as you don't say, "No Comment." Don't agree to be quoted if you're angry, extremely emotional or not up to speed on an issue. It's fine to say, "I may not be the best person to interview on this topic." - feel free to tape your interviews so you have a transcript if you believe there an accuracy issue is possible or likely.
- ask the reporter to fact check your quotes. Just yesterday I caught an error in the fact check on an upcoming article in which I'm quoted, even though the original interview was done via email. That's not the same as asking to see the story in advance, which few reporters would agree to. It's just asking that your quotes be accurate. You can't control the context.
- ask the reporter the premise to her/his story. They'll almost always tell you. That gives you a chance to say no, or to shape your comments to how they might be used. The waters are dangerous, nonetheless. "I was not misquoted. I was used to make a point Rutenberg wanted to make before he talked to me." Jay Rosen, writing about being quoted in the NY Times.
- if you are worried about the topic or the reporter's bias, stick to email.
- ask the reporter to publish his/her notes as background to the story. Some Businessweek reporters do this, and so do increasing numbers of mainstream media.
- don't say anything you wouldn't want quoted when you talk to a reporter. (Sounds easier than it is!)
- recognize that anything you say in email to a reporter is fair game these days for being included in a story
Beware the stealth interview
- Everything you say can come back to haunt you. Online, everything is forever. Comments you make on blogs, in forums, in social media groups, etc., will all show up in searches on your name. Think twice before you hit "submit" or "send."
There IS such a thing as bad publicity.
|
Comments
Great post, BL. I learned the hard way, earlier in my career, when I was interviewed on national television. They used only the first part of my on- camera quote as a soundbyte and it didn't come off as I had hoped. I quickly learned that the first statement out of my mouth may likely be the soundbyte they select, so I had to choose my words carefully. That's hard to do when you're in the moment, but it was a lesson well learned.
Today, when I interview others, I often ask for e-mail quotes or I use a digital recorder to ensure I get it right.
Posted by: Elaine Fogel | 05.22.07
This Rosen quote is awesome, BL: "I was not misquoted. I was used to make a point Rutenberg wanted to make before he talked to me."
That being said...
Having worked as a reporter in my past life, I understand this issue from both sides. The best piece of advice you offer here is this, in my mind: "Ask the reporter the premise to her/his story. They'll almost always tell you. That gives you a chance to say no, or to shape your comments to how they might be used."
Doing so not only helps you be quoted, period... but it helps you begin a dialogue, not just a monologue, with the interviewer.
Posted by: Ann Handley | 05.22.07
If it's really an issue for you, you need to insist that you will only do email or recorded interviews.
Jason Calacanis only does email interviews. Mark Cuban too mostly. If they get misquoted, they simply republish the full transcript of their conversation online.
I think that's fine if you want to do it. But most journalists will respect you if you respect them. It's all part of the game I think.
Posted by: Jim Kukral | 05.22.07
Ann: Yes, that Rosen quote jumped out at me. I also understand it from both sides.
So much of traditional "media training" tells people to basically do a monologue.
I'm not so sure, Jim, that you'll be respected by journos if you respect them. Lots of writers, publications, editors have agendas.
But i find the email interview not far from monologue.
I agree that if you think there could be a real issue, you should go with email.
Rule one is still "don't say anything really stupid"
I had a client once tell a WSJ reporter (God only knows why) that he buys his underwear in Japan, and of course it ended up in the story, which was about the need for a partner when doing business in Japan.
Posted by: B.L. Ochman | 05.22.07
I work with many aspiring authors... I observe that when many of them reach the marketing and publicity stage of publishing, it is highly intoxicating and affirming to be asked for an interview. I appreciate your advice on discernment and even "saying no." Also, I value Ann Hadley's suggestion about asking for the premise.
The interview process really can work well for all involved when the interviewee takes some ownership in the process.
Posted by: Gail Richards, AuthorSmart.com | 06.13.07