How should ASHRAE respond if a major new building standard or code is publicly misinterpreted in the media?

• A. Contact the media source to deescalate and involve legal if needed
• B. Ignore the misinterpretation to avoid publicity
• C. Sue the media outlet for misrepresentation
• D. Issue a generic press release without engagement

Answer: (A)

When a major new building standard or code is publicly misinterpreted in the media, promptly engaging with the press to correct the record is the most effective approach. Reaching out to the media source to deescalate and provide clear, accurate information helps ensure the public understands the standard as intended, preserves the organization’s credibility, and helps steer the conversation toward factual details. If there are potential legal implications from the misinterpretation, consulting legal counsel to determine whether formal statements or actions are appropriate is a prudent step, but the primary goal is timely clarification.

Ignoring the misinterpretation avoids publicity but allows misinformation to spread and credibility to erode. Suing the outlet is a drastic, often counterproductive move that can amplify attention to the mistake and create a adversarial image. Issuing a generic press release without direct engagement typically fails to address the specific misinterpretations and misses the opportunity to provide precise, helpful context.

In short, direct, proactive outreach to correct the record—with legal input if needed—best protects clarity, credibility, and the organization’s relationship with the media and the public.