It’s the bane of editors everywhere: They hear criticism about their reporters.
Some complain about misquotes. Others say things were taken out of context. Still others argue that important details were left out. And some complain that a fair and balanced story should be slanted.
More often than not, the story is just fine: After all, we’re not writing press releases that breathlessly promote something. Those “misquotes” are just people realizing that what they said doesn’t sound so good in print or on air. Those left-out details usually are meaningless.
But after decades in journalism, I’ve realized that criticism sometimes is warranted. Like with any other profession, some people are better than others.
And the problem may well worsen in the media, considering the steep decline of print journalism, the rise of not-to-be-trusted online outlets and the gossip, innuendo and rumors passed along by social media, where everyone claims to be a journalist.
That’s compounded by the usually low salaries journalists receive and staffs that are increasingly filled with overworked reporters fresh out of college and aging hacks trying to make a go of things before they’re forced into retirement.
And as a utility, you face the added whammy because what you do is more difficult to understand than more commercial businesses. Peak-load pricing isn’t something people can readily understand compared to the new Baconator at Wendy’s.
That means your public relations department must always proactively educate the journalists who will cover you.
Aside from the usual general information in your press packet, make a couple of additions.
A glossary can be helpful. Reporters don’t know the industry lingo and jargon, so spell it for them with a reference guide.
In addition, add pages that describe how your utility generates electricity and the sources that you use. Explain the concept of transmission grids and other mechanisms that get power from your facilities to their outlets and light switches.
The education shouldn’t stop there; teach journalists every chance that you get. Invite them to your facilities to show them firsthand how things work. When you’re talking over the phone or texting, take extra steps to make sure the reporter understands key issues.
No matter how much you educate a reporter, you can’t turn an incompetent one into Woodward and/or Bernstein. But truly incompetent reporters are relatively rare, so if you turn a suspect reporter into an OK one, that’s good for your utility.