In one example cited, the Kochs complained, for instance, about a 2011 piece Sassoon wrote on Reuters site: “Koch Brothers Positioned To Be Big Winners If Keystone XL Pipeline Is Approved.” As the cautiously worded headline implies, the actual piece merely makes the point that the company owns assets that could benefit from the project. It says the company owns a crude oil terminal at the starting point for the proposed pipeline; was already shipping 250,000 barrels of tar sands oil a day to its own refinery in Minnesota; would benefit from an expected oil-price increase that is expected to accompany the pipeline, and so on.

Any of that wrong? Apparently not.

A Kochfacts post attacking the story, “UPDATE Continuing Falsehoods from InsideClimate and its Owner, David Sassoon” includes this exchange with Sassoon.

Sassoon: “We have made no false allegations and remain in the dark about what you think they might be.”

[Kochfacts reply:] That is untrue. We have made it explicitly clear for the better part of a year now to InsideClimate that Koch has no financial interest whatsoever in the Keystone project. Yet, InsideClimate continues to mislead readers that we have some connection to the project and that approval of the project would be a “big victory” for Koch and a “great financial opportunity [for Koch to] profit.”

But the rebuttal to the Kochs’ allegation lies within their own answer. It’s obviously a very different matter to say something would be a “big victory” and a “great financial opportunity” for a company than it is to say that the company has a “financial interest” in something. There is no false allegation at all, so Sassoon’s statement is not “untrue.” No wonder Reuters stood by the story.

It’s not enough to report merely that a big corporate interest is battling the media on its own turf. The real question, who’s winning?

Dean Starkman writes and edits The Audit. He is CJR's Kingsford Capital Fellow.