One Error

This is a reason why accuracy is of utmost necessity in the media and in PR. The picture of the crying toddler as her mother was detained turns out not to be what it was thought to be. The little girl stayed with her mother and was not ripped away as everyone thought. With heightened attention to border issues, it gave a perfect opening for critics to claim the media was merchandising “fake news.” The mistake diverted attention from the fact that more than 1700 minors were being held away from their parents. PR practitioners know — or should know — not to make unforced errors like this. The media can correct the record and wipe egg off its face. PR often cannot without losing the trust of reporters and journalists they deal with. There is no substitute or getting it right the first time.