Fox News broke a cardinal PR rule this week when they let Max Rice go live with Gretchen Carlson on Fox and Friends. They didn’t properly vet their source.
Rice, an aspiring comedian from Austin, Texas, tells Raw Story how he went on, after lying constantly throughout the vetting process, with the intention of showing up the news organization.
Summary from Gawker:
Starting off by sup’ping Gretchen Carlson before greeting her with “Hello Miss USA” (Carlson was crowned Miss America in 1989), Rice — who may or may not be this guy — goes on to explain that a bet on a basketball game made him switch affiliations.
And the interview rolls steadily downhill from there.
Check out the full video below:
Whether you’re on the PR side, and you are prepping a client for an interview, or a reporter researching sources for your next piece, vetting your spokespeople is top priority. As a PR professional, you want your spokespeople to share the company, cause or case in the best possible light. Reporters should reasonably be sure that the source will be able to answer the questions being asked.
So remember: always ask the right questions, and always double check the answers.
By Julie Kaviar