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Sean Klein

Sean Klein. Media Consultant, Formerly Brussels Bureau Chief BBC News Moderator. Mark English. European Commission Representation in the United Kingdom. Rebuttal – what, when and how?. Mark English, Head of Media, EC Office in London. Rebuttal: what is it?.

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Sean Klein

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  1. Sean Klein • Media Consultant, Formerly Brussels Bureau Chief BBC News • Moderator

  2. Mark English • European Commission Representation in the United Kingdom

  3. Rebuttal – what, when and how? • Mark English, Head of Media, EC Office in London

  4. Rebuttal: what is it? Refuting untrue media stories e.g. • Commissioners ate caviar at Development Days • EU regional funds spent on a spa for dogs Using direct means: op-eds, letters, contacts with journalists… And indirect means: other media, blogs, Twitter… (www.euromyths.eu)

  5. Rebuttal – what it is NOT (though grey lines) Argument e.g: spas for dogs are a good thing Debate: some misjudgements in spending regional funds but overall they are jolly good Spin: Cssr noticed caviar and complained to staff Self-justification e.g: Yes, they ate caviar but it was from Africa

  6. Do we rebut at all? Is it untrue? Or just contentious? Level of damage? How many (how influential) people have seen it? Are we in time? Do we have time/resources? Risks?

  7. What kind of rebuttal? Directly to the media concerned? Indirectly? Both? Ask yourself: will they agree to correct the story/give right of reply? can we force them to do so? how/when will they correct? who will see it? can we influence their future behaviour? who can we reach through e.g. a blog, social media… Rare that rebuttal just direct :we tweet and blog about letters and corrections

  8. Direct rebuttal – mix and match options Quiet word (phone or mail) with journalist Shouty word with journalist Letter for publication Op-ed (or TV/radio itw) by authority figure Complaint to editor/managing editor (and/or ombudsman/woman) not for publication Complaint to independent regulator or arbitration Full legal action

  9. Go easy…. or go nuclear? Good/bad relationship with the media concerned? How much do they need us/we need them? What will have most effect on future reporting? Deliberately misleading, or a mistake? Is the journalist a repeat offender? Are we prepared to anger him/her? Is it in our interest to make a big thing of this?

  10. Indirect rebuttal – mix and match options Other media via contacts or circulate media advisory Feed info to third parties Blogs (think about the style) Social media If it's really bad…think about a press conference…but weigh the risks

  11. When you know it's coming e.g. CoA report, PM speech on EU red tape (1) Use contacts to find out what to expect Prepare ground with key journalists Embargoed press release/quotes Defensives on weak points

  12. When you know it's coming (2) Press conference/itw(s) of main players (before or after announcement) Twitter, Facebook, etc Pre-buttal blog piece Have "fill in the gaps" rebuttal ready You can reduce the damage – but not prevent it…

  13. Don't forget…. To also rebut at source – many negative stories emanate from politicians, lobby groups or other third parties The real world is chaos….you won't have time to think…

  14. Thanks for your attention…. Mark English, Head of Media, EC Office in London

  15. Cecilia Werner • Director of Communications, Swedish Agency for Economic and Regional Growth

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