A Journalist Contacted Me About a Negative Story: What to Do
A reporter has emailed or called with questions, and the story is not good news. The deadline is tight and your stomach has dropped. Here is exactly what to say first, what to do next and how to give your side the best chance of being heard.
What to do when a journalist contacts you about a negative story: the short answer
When a journalist contacts you about a negative story, stay calm and do not answer on the spot. Take their name, publication and deadline, and ask for questions in writing. Gather the facts, take legal advice if the allegations are serious, and send a short, factual statement before the deadline. Avoid “no comment”. Most UK newspapers must give a fair opportunity to reply to significant inaccuracies.
- Do not answer on the spot
- Get questions and the deadline in writing
- Reply on time with a factual statement
- Correct inaccuracies with evidence
What to say when a journalist first calls
You do not have to answer anything on the spot. A calm, polite holding line buys time and shows you are taking the enquiry seriously.
A safe holding line: “Thank you for getting in touch. We want to help you get this right. Please send your questions and deadline by email to [NAME] at [EMAIL ADDRESS], and we will come back to you before [TIME].”
Then ask the questions below and write down the answers. Do not argue, guess, speculate or say anything you would not want to see in print.
| Question to ask | Why it matters |
|---|---|
| Who are you writing for? | Publication, section and whether it is print, online or broadcast |
| What is the story about? | The main allegation or angle, in their words |
| What exactly do you want from us? | A statement, an interview, or answers to specific questions |
| What is your deadline? | Date and time, so you can plan a considered reply |
| Who else have you spoken to? | Whether other people or documents are involved, if they will say |
| Can you send your questions in writing? | So nothing is misunderstood and you can reply accurately |
What to do after a journalist contacts you about a negative story
Tell the right people straight away
Brief your owner, director or crisis lead. Tell staff that all media enquiries go to one named person.
Get the facts
Find out what happened, what records exist and what is true, false or unclear. Do it quickly, because the deadline is real.
Decide whether to take legal advice
If the story includes serious allegations, private information or potentially defamatory claims, speak to a media lawyer before you reply.
Agree your key messages
Choose two or three clear points: what you accept, what you are doing about it, and any factual corrections with evidence.
Reply in writing, on time
A short, factual written statement is usually safer than a live interview. Correct specific inaccuracies and offer evidence.
Prepare for publication
Brief customers and staff if needed, prepare social media replies and update your website so people find your side.
Check the story when it runs
Compare it with what you said. If there are significant inaccuracies, raise them with the editor promptly.
Is “no comment” ever the right answer?
Rarely. Readers often hear “no comment” as “guilty”, and the story will usually run anyway. A short statement that shows you care and are acting is almost always better. There are exceptions, for example when legal proceedings, staff privacy or a police investigation mean you cannot discuss details. Even then, say why.
A stronger reply
- “We take this seriously and are looking into it.”
- “Here is what happened, and what we have changed.”
- “This claim is incorrect; here is the evidence.”
- “We cannot discuss an individual’s case, but…”
Replies that backfire
- “No comment.”
- Threats to sue made in anger
- Attacking the person who complained
- Saying something is off the record without agreeing terms first
Media statement template for a negative story
Replace everything in square brackets. Keep it short, factual and human.
“[BUSINESS NAME] is aware of [BRIEF, NEUTRAL DESCRIPTION OF THE ISSUE]. [ONE SENTENCE SHOWING YOU CARE ABOUT THE PEOPLE AFFECTED.] [WHAT YOU HAVE DONE OR ARE DOING, WITH DATES IF POSSIBLE.] [FACTUAL CORRECTION, IF ANY: ‘The claim that X is incorrect. Our records show Y.’] Anyone affected can contact [NAME OR TEAM] at [CONTACT DETAILS]. [NAME, JOB TITLE]”
Your rights when a newspaper is writing about you
Most UK newspapers and magazines are regulated by IPSO under the Editors’ Code of Practice. Clause 1 of the Code says the press must take care not to publish inaccurate, misleading or distorted information, must correct significant inaccuracies promptly and with due prominence, and must give a fair opportunity to reply to significant inaccuracies when reasonably called for.
- IPSO offers a 24-hour harassment service and pre-publication advice
- IPSO cannot stop a story from being published
- You can complain to IPSO after publication if you believe the Code was breached
- Broadcasters are regulated by Ofcom, whose Broadcasting Code includes fairness rules
- Some publishers are regulated by other bodies or are not regulated at all
This article is general information, not legal advice. For serious allegations, speak to a qualified media lawyer.
Get expert help before the story runs
United Press has handled media enquiries and crisis communications since 2001. We help you understand the story, prepare your statement, handle the journalist and manage what happens after publication.
Crisis PR
Fast, calm support with media enquiries and statements. See crisis PR agency UK.
Negative news articles
Corrections, updates and removals after publication. See news article reputation management.
Article removal
Full refund if an article or link we take on is not removed. See get a news article taken down.
Reputation recovery
Positive coverage and search results after a story. See online reputation management.
When a journalist contacts you: frequently asked questions
What should I say when a journalist calls about a negative story?
Thank them, take their name, publication and deadline, and ask them to send their questions in writing. Say you will come back to them before the deadline. Do not answer detailed questions on the spot.
Do I have to respond to a journalist?
No, but the story will usually run anyway. A short, factual statement gives your side the best chance of being included, and is almost always better than silence or “no comment”.
Can I stop a newspaper publishing a story about me?
Usually not. IPSO cannot stop publication. In rare cases involving privacy or confidential information, a court may grant an injunction, which needs urgent legal advice.
What is the right of reply in the UK?
Under Clause 1 of the Editors’ Code, IPSO-regulated publications should give a fair opportunity to reply to significant inaccuracies when reasonably called for. It is not an absolute right to have your statement printed in full.
Is anything really off the record?
Only if you and the journalist clearly agree the terms before you speak. Even then, assume anything you say could be published. A written statement is safer.
Should I do a phone or TV interview?
Only if you are well prepared and media trained. A written statement is safer for most small businesses facing a negative story.
What can I do if the published story is wrong?
Contact the editor promptly with the specific inaccuracies and evidence, and ask for a correction. If the publication is regulated by IPSO, you can complain if it does not put things right.
Can United Press help with a journalist enquiry?
Yes. We help you understand the story, prepare your statement, handle the journalist and manage what happens after publication.
Your side of the story matters.
A difficult phone call does not have to become a disaster. Calm, honest and well prepared, you can make sure your voice is part of the story.