Unbiased PR

Dee Rambeau, co-founder and managing partner of The Fuel Team, developer of the PR Newswire MediaRoom, says an online newsroom is an essential media relations tool and should include accurate, up-to-date content.

I asked six business communicators: How do you deliver credible information, when your bias is a given? Here's what they said:

• Evaluate and train your spokespeople.
• Get third-party endorsements.
• Quote unbiased industry analysts.
• Anticipate and prepare to answer the hard questions.
• See the Kaiser "Thrive" campaign as an example how to respond to negative press.