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This week on Inside PR, Terry Fallis, David Jones and Martin Waxman discuss what happens if you are a PR practitioner and happen to be at the wrong end of a popular media story. How does one respond and get their story across in an accessible and accurate way?

Show Notes

00:30 Terry introduces himself, the panel and the show.
01:05 Terry welcomes Martin Waxman to the panel.
2:05 Terry announces that Inside PR #106 will be recorded live at the Third Tuesday Social Media Meet Up in Toronto on April 2, 2008. Location TBA.
3:50 Comment from Paul Jenkins in response to last weeks’ topic, Ethics & PR.
6:44 Comment from Elizabeth Hirst on the PR & Ethics debate.
12:33 Martin introduces today’s topic – What happens if you are a PR practitioner and happen to be at the wrong end of a popular media story. How does one respond and get their client’s story across in an accessible and accurate way?
23:53 Panel weighs in on topic and suggests PR practitioners employ creative and non traditional approaches to to both communicate their client’s story and respond to traditional media.
31:05 Terry thanks the panel and signs off.

Producer’s Note: The change in this podcast sound quality is due to the shift in form for Inside PR. Our theme music is Streetwalker by the CJacks and is from the Podsafe Music Network. Roger Dey is our announcer. This week’s episode was produced by Karen Nussbaum.


  1. Social media and websites are definitely excellent media to really expand and detail a particular issue or story. The information can be available, in its entirety, and broken into bite-size chunks through links and/or different pages. Also, audiences/visitors to the site will be generally more open to your viewpoint, or at the very least, interested in the debate. The downside? Audiences can find opposing viewpoints just as easily as yours, or even create their own counter arguments. However, if you make a convincing case, that shouldn’t be a problem. The trick is getting people to actually visit the website.

    I think a good example of this, related to big tobacco, is thetruth.com campaigns. They use a lot of traditional media to drive traffic to their website, which then provides a lot more detail to their viewpoint to try and sway viewer’s opinions. More of a marketing example, since they use mainly ads, but a good example of a complex topic being handled through an online presence with other media accompaniments.

  2. Being involved heavily in application development for Facebook, I can definitely chime in to say that the nature of social ‘games’ and social ‘news’ on networking sites like Facebook and MySpace is small, but with the eventual growth of blog connectors, we’re seeing more people turn into Facebook news sources.

    With respect to the issue of the day, this would eventually require a PR team to deal with a variety of individuals through their personal account. I’m sure this already occurs with blog-based news, but somehow it will be different to contact a popular individual on Facebook regarding his/her supply of news.

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