[tptacek]

The update makes PrivCo look even worse, by implying that it was LivingSocial's responsibility to ensure that their bogus report was accurate. Look, I can play that game right now: I'll write a 3 page report on Dropbox's impending bankruptcy, send it to them, and when they don't respond report it as fact.

[larrys]

"He also says that PrivCo spoke with a LivingSocial spokesman prior to publishing, and sent him a draft of the report with a request for any needed corrections. When nothing came back four hours later, PrivCo published."

With respect to the "4 hours later" I would like to know what the standard is in the news business before "going to press" with a story.

I'm not entirely certain that a news organization would wait more than 4 hours if they feel they are publishing information or trying to scoop someone. Each news organization is different of course and has different standards. I don't think this is as unusual as it sounds (I could be wrong of course).

I will ask a writer(customer we have) at the NY Times what the standard is for this (I'll be lucky if they reply to me within 4 hours of course).

[tptacek]

The NYT would be confident in the sourcing of its information if it was rushing something to press. PrivCo's "source" (generously stipulating it exists) didn't even know who LS's investors were.

[larrys]

I got the answer.

The question I posed was:

"When a news organization has what they think is a "scoop" and reaches out to confirm info with a company what is the normal time to wait for a reply before running with the story? I understand each organization has different standards and each situation is different. What are the guidelines or standards that you have seen after a PR depart at a company has been contacted for comment?"

Here was the answer from someone at the NYT (for at least 10 years) that has done front cover pieces and covered startups (among other things):

"It really depends on the topic, the competition and who's being asked to comment. If I called someone like you (business owner) and you didn't at least acknowledge my inquiry within a day -- perhaps asking for more time -- and it was a big scoop, I might not wait much longer. But if I had big news about a government agency or large multinational corporation with many layers, then some topics would merit more time for a response. There are a lot of variables though ... if the CEO of a large corporation got busted for drunk driving and killing someone, that's more time-sensitive than asking for comment about a long-term investigation into fraudulent practices at the company. And as you said, different media outlets have different standards."

[tptacek]

You should ask how good their source would have to be to run a story without a response from its subject inside of 4 hours.

[sgrove]

Be sure to do it only if they don't respond within four hours.