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The best way to prevent “bad press” is to take steps to avoid it in the first place. This requires carefully defining what is bad press and examining why it happens. Bad press is rarely due to the media’s profit motive. The business side usually does not — and should not — interfere with the news room.
There are four general types of bad press. First is reporting which is factually accurate, but has a tone unfavorable to your agency. The second is inaccurate reporting, with facts wrong, or with incorrect conclusions drawn from correct facts. The third is overly selective or unbalanced reporting. And the fourth is reporting that strays over the line between news and opinion. …
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