It’s easy to get frustrated, but after a few months on the job you quickly get used to it. The main reason for this is that you learn the quickest and easiest way of addressing a problem with a news item is to liaise directly with the author of the piece.More often than not, issues can be resolved amicably and professionally.
At all levels of news output, from local to national, the ability to speak with a specific journalist about their story is incredibly important.
I am not talking about articles you simply don’t like, of course, but items that are genuinely badly written, factually incorrect or lacking in balance. Sometimes, even, the absence of a basic right of reply.
Obviously, depending on the severity of a grievance, press officers may have no other option than to immediately escalate their complaint to the highest levels. In most cases (certainly from personal experience), a basic acknowledgment is often provided promptly.
More often than not, though, the preference is to keep it between the two parties without involving editors or, in the most severe cases, IPSO or Ofcom.
Thankfully, in most cases, online news websites make the process of identifying a journalist incredibly easy.
Their name is often placed at the top of an article with a link to their portfolio.
Frustratingly, I have often found this sensible process not to be applicable in the case of the BBC – specifically, its news site.
Most BBC articles lack any mention of an author, which makes the process of complaints incredibly hard to follow, should it be required.
It is difficult to know exactly who to complain to and, in the real world where minutes count for hours, press offices cannot wait for days to hear back from a centralised complaints department.
If there had been no attempt to make contact with your press office in the first instance, it is almost impossible to know how to identify the reporter behind a piece.
When I have been afforded the opportunity of working with a BBC reporter, I have found them to be courteous and professional.
However, this can be overshadowed by a frustration – which I know many in the PR industry share – about the lack of author transparency.
If the BBC is to enjoy the confidence of press offices, it must ensure that its reporters are accountable for their own work and easily identified.
I see no reason why this cannot be the case, given that every other significant news outlet does so already.
The BBC should promptly follow suit.
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This piece was written for PR Week.