Why you shouldn’t get publicly mad with local media

Whilst researching something, I came across a post on a council website that I rarely see.

In the news section was a headline that read something like: ‘What you didn’t read this week in the [local newspaper]’.

It was linked to two items, venting frustration at treatment of the council by the local media.

One post complained a response to a story was not used in full (despite being sent in before deadline). Another stated that a letter from an employee in response to an article had not been published.

I can understand – and have experienced as a journalist – the frustration councils feel when the media criticises them. And there is definitely a role for using your website to engage people, particularly in a crisis.

But there is rarely cause for airing your frustration with a local paper to all who visit your website. Here are three reasons why.

Three reasons to avoid a public spat

#1 It’s out of proportion 

Placing the article on a website highlights the issue to a new audience, many of whom did not read the original story. If they read the web post, they could well be reading the paper next. That can not be a desirable outcome for any press officer who is striving to protect their employer’s reputation.

#2 It gives the story ‘legs’

Tempting as it is to ‘come down on them’, this is not a fight a council will win easily. By not addressing matters directly with the paper, there is a risk of prolonging the damage by raising more interest in it and further antagonising the media.

#3 It won’t fix the relationship

Many newspapers have a policy of offering a right of reply, but how they do that is up to them. They do not have to print a statement in full, and most newspapers state it’s the editor’s decision whether letters are published or not. Publicly complaining about this on a website makes any fair hearing harder to get in the future.

What to do instead?

It’s easier said than done, especially if numerous attempts to get a fair hearing have fallen on deaf ears. So what could councils do? Some options are below.

#1 Give it what it’s worth

It’s better to respond proportionately and factually. Do this through the letters pages or by contacting the newsdesk or reporter who has written the offending article as a first step.

#2 Engage stakeholders

Focus comms efforts on staff, councillors and those who may have read the paper, not those who have not. It’s better to ensure they know your position on a damaging issue. This way, they have the facts if people approach them with questions.

#3 Complain to the editor, and the regulator

If a complaint is necessary, write to the editor and point out why the story has not been fair (how to do this is another blog post). This needs to happen before the complaint can escalate at a later date. If this fails, there is always the PCC, where complainants can seek a retraction and apology (after a wait).

#4 Legal action

Finally, there is always the courts if a story is especially unfair and damaging. Most councils will avoid this because of the cost.

Even if all else fails, they should beware the cost to their reputation of ‘going public’ with their battles too.