Speak to the Press? "No Comment"

I was recently interviewed by a reporter writing an article for the Wall Street Journal. When I first got the call, I was excited at the prospects of being quoted in the leading business newspaper in the country. The story was about a retailer that used to be a division of a larger company, but was purchased by an investment group a year ago. The article concerned the changes to this company since the ownership change.

I spent nearly an hour with the reporter and answered his many questions. I gave a very positive review of the company as well as my opinion on a number of changes that have taken place over the year. Imagine my surprise when I saw the article and found a quote attributed to me that was nothing close to what I said in the interview. I had told the reporter that the retailer's recent introduction of some higher-priced merchandise would attract brides who might not shop there otherwise. Somewhere out of that exchange the quote turned into "there are brides who wouldn't be caught dead [shopping at] ..."

I was furious and contacted the reporter immediately. He admitted that he, in his words, "sharpened the quote" to make a better story. I can't believe that a newspaper of the caliber of the Wall Street Journal would condone such journalistic tactics. This blunder might very well cost our company one of its largest clients. My advice to you is that the best answer to give a reporter is "NO COMMENT".