Check Your Facts Before You Boast About Client News

There's nothing more embarrassing than boasting about something to the media, only to have to take back the boast. It's even worse if you've bragged about a client's award or recognition, gotten publicity for that, and then been notified your facts are wrong.

Whether it's an ethical choice or an honest mistake, providing the media with incorrect news undermines the PR profession.

When the facts are uncovered, the media will think you tried to fool them, so it affects your credibility as a publicist. Sure, reporters should check their facts. But in these days of media cut-backs, maybe some decided to rely on you -- their (formerly) trusted source -- to give them the right info. They won't make that mistake again.

If you notified the client of the award, the client probably took your word for it and basked in the happy glow of recognition. But once it's discovered you subjected the client to a public correction, the client's confidence in you diminishes.

We all make mistakes in life, but for publicists those mistakes can often be, well, very public. And the consequences can far outweigh the “wonderful” editorial attention that the incorrect information secured.

So check your facts before you rush to capture that publicity. Because in both the short and long run, the only publicity that really helps your client is the publicity that's based on truth.