The incumbent chairman / president or CEO or appointed delegate of an appropriately incorporated body representing the interests of its members and is large enough to claim representative clout is always the way to go.Large enough in this country is better than 10% of its industry.
Such people should have media training to enable their clean replies.
That's how we do it in another industry over here and such should be asserted to editor's in chief of major newspapers. Past presidents or members etc always refer nosy reporters back to the correct delegate.
That is how CASA does it, one person only does all the media work.
It's certainly no use complaining about other misrepresentation, get in there and claim your stake, with a legal letter to back it up if necessary.
cheers tet