Thursday, January 29, 2009

Media Relations and Reporting 101: find the right spokesperson

FOX News reports that "transportation officials in Texas are scrambling to prevent hackers from changing messages on digital road signs after one sign in Austin was altered...."

The article continues with two subsequent paragraphs that contain quotes from a Texas DOT spokesman confirming the hacking. But by the fourth paragraph, this very same state agency spokesman says that the sign in question is owned and operated by the city of Austin.

Not until paragraph seven of the article do we hear from someone representing the city of Austin

Why was the state DOT guy in this story?