Getting the Other Side

Make sure if you're doing a negative story about a company, even if it's a vo, to get their side of things. I was watching a story a while back about a salmonella outbreak at a local chain of restaurants. Lots of people got sick. There was no company response or statement included in the piece. Not even a quick full screen: "We've cleaned up our restaurants." Nothing.

If you're running a negative story on a company, you have to at least try to get their side of it on the air. They may not want to talk with you. If the company doesn't respond, include THAT in your piece to show viewers that you've done the work:

"We called XYZ Restaurants but they didn't want to comment for this story."

Or use comments they've previously given you:

"We couldn't talk with XYZ today, but in past stories, they told us they're working hard to get everything cleaned up."

If all else fails, quote another reliable news source:

"We couldn't contact XYZ, but the AP is reporting that because of the outbreak, the restaurant will be offering everyone free tacos tomorrow."

Finally, don't forget the web. Many companies utilize their sites to communicate with the media. They may not return your calls, but a brief statement might be posted on their press page or even their home page.