How Can Debt Collection Agencies Deal with a Negative News Story?

One of the biggest gripes I often heard (and witnessed) during my time working as PR Director at ACA International was when a news story came out that had (A) misquoted a member, (B) taken a comment out of context, or (C) misrepresented the conversation between a reporter and a member of the collection industry.

It happened time and again, but there was nothing we could do.  Sure, we could write a letter to the editor or demand a correction, but the damage was already done. And, in the case of TV News in particular, ACA didn’t have the resources or the reach to broadcast our member’s side of the story to thousands of people across the country.

Well, that’s changed.

Thanks to Social Media and the ability to easily capture and share video online, members of our industry are no longer powerless. In fact, we now have unprecedented power and leverage when sitting down for an interview we feel could be controversial or difficult.

By filming the interview ourselves and “reporting on the reporter,” we turn the spotlight around so that it shines back on the media member. Not only does that put reporters on the defensive and keep them on their toes in terms of how they conduct themselves, but it creates a visual record of the conversation that we can use online to share our side of the story with clients and other key stakeholders.

So how will a reporter react when they show up at your shop and find out you plan on taping the entire interview for possible use online?

I asked that very question of a longtime former Twin Cities TV News Director (Scott Libin) in a recent Google+ Video Hangout. Scott’s answer to my question might surprise you! Watch it below:

Like it or not, the story will be written or aired regardless of whether you agree to be interviewed. So if you’re worried you’ll come off looking bad or having your answers taken out of context, consider “reporting on the reporter.” If nothing else, you can look back at the interview and see where you did well and where you could have done better. And, if the worst-case scenario comes to pass, you’ll have a handy video insurance policy ready to share with your key stakeholders and clients via your Blog and YouTube channel.

Question: Would you consider “reporting on the reporter” if you agency was thrust into the media spotlight? Why or why not? I’d love to hear your thoughts in the comments!

PR and Social Media Consultant John Nemo is the former Public Relations Director for ACA International. Reach him online at www.JohnNemoPR.com.