A Guide to Responding to Misquoted Executives

When an executive is misquoted in the media, quick and strategic action becomes essential. Misquotations can damage reputations, affect stock prices, and strain relationships with stakeholders. Communications professionals must balance the need for rapid corrections with maintaining positive media relationships and controlling the narrative. This guide provides a structured approach to handling misquotes effectively, drawing from proven PR strategies and expert insights to help you protect your executive’s reputation while preserving important media connections.

Understanding the Impact of Misquotes

Misquotations range from minor word changes to significant misrepresentations that can affect an organization’s bottom line. According to a study by the University of Southern California’s Annenberg School for Communication and Journalism, 78% of business journalists report having made corrections to stories, with misquotes being a common reason. The speed and accuracy of your response can determine whether a misquote becomes a minor footnote or a major crisis.

Media misquotes often occur due to:

• Rushed reporting in the 24-hour news cycle
• Technical issues during interviews
• Misunderstanding of complex topics
• Transcription errors
• Language or cultural barriers
• Context removal from longer statements

Immediate Response Protocol

The first hours after discovering a misquote are critical. Start by documenting the exact nature of the misquotation and gathering evidence of the correct statement. This might include:

• Original interview recordings
• Written statements or press releases
• Meeting notes
• Internal communication records
• Previous public statements on the topic

Contact your internal stakeholders first. Brief the executive, legal team, and relevant department heads about the situation. Create alignment on the correction strategy before reaching out to media outlets.

Crafting an Effective Correction Request

When writing to the media outlet, follow these guidelines:

1. Start with facts, not accusations
2. Clearly state the incorrect quote
3. Provide the accurate quote
4. Include supporting documentation
5. Request specific correction actions

Sample correction request structure:
“We noticed an error in your [article/broadcast] dated [date]. The piece quotes [executive name] as saying [incorrect quote]. The actual statement was [correct quote]. We have attached the original [recording/transcript/statement] for reference. We request a correction to accurately reflect this statement.”

Maintaining Professional Media Relationships

Strong media relationships remain valuable even during corrections. A study by Cision shows that 75% of journalists appreciate follow-up communications when handled professionally. Build goodwill by:

• Acknowledging honest mistakes
• Offering additional context when needed
• Remaining available for clarification
• Providing updated information promptly
• Following up personally after corrections

Managing Multiple Media Outlets

When a misquote appears in multiple outlets, prioritize your response based on:

1. Reach and influence of the outlet
2. Severity of the misquote
3. Potential impact on stakeholders
4. Likelihood of correction

Create a tracking system to monitor:

• Which outlets published the misquote
• Contact attempts and responses
• Correction status
• Follow-up requirements

Social Media Management During Corrections

Social media requires special attention during misquote situations. Research from the Pew Research Center shows that 67% of Americans get news from social media. Consider these steps:

1. Monitor social sharing of the misquote
2. Prepare social-appropriate correction statements
3. Engage directly with key influencers
4. Share correction updates across platforms
5. Track engagement with correction posts

Legal Considerations

While legal action rarely becomes necessary for misquotes, understand your options:

• Document all communication attempts
• Save screenshots and archives
• Consult legal counsel for serious misrepresentations
• Know your jurisdiction’s correction laws
• Maintain detailed timeline records

Prevention Strategies

Implement these practices to reduce future misquotes:

1. Media training for executives
2. Written statement preparation
3. Recording interviews when possible
4. Post-interview summary emails
5. Regular media relationship building

Creating a Correction Tracking System

Develop a system to monitor correction effectiveness:

• Media outlet responses
• Correction publication dates
• Social media reach
• Stakeholder feedback
• Impact assessment

Long-term Reputation Management

After addressing immediate corrections, focus on:

1. Rebuilding affected relationships
2. Strengthening media protocols
3. Updating crisis response plans
4. Training team members
5. Reviewing prevention strategies

Conclusion

Responding to misquoted executives requires a balanced approach combining speed, professionalism, and strategic thinking. Success depends on maintaining strong media relationships while protecting your executive’s reputation. Start by establishing clear protocols, building a response team, and creating tracking systems before issues arise. When misquotes occur, act quickly but thoughtfully, prioritizing accuracy and professionalism in all communications.

Next steps for communications professionals:

1. Review current correction protocols
2. Update media contact lists
3. Create response templates
4. Train team members
5. Build media relationships proactively

Remember that each misquote situation presents unique challenges. Adapt these strategies to your specific circumstances while maintaining focus on rapid corrections, media relationship preservation, and tone control. With proper preparation and execution, misquotes become manageable challenges rather than crisis situations.