He can't control what the media writes. For example, the article was titled "Facebook working on 'dislike' button, Zuckerberg says", but here's the actual quotes from that exact article:

"It's important to give people more options than just 'like'" to help express empathy and sympathy, Zuckerberg said. "Not every moment is a good moment."

"Some people have asked for a dislike button because they want to say, 'That thing isn't good.' And that’s not something that we think is good for the world. So we’re not going to build that," Zuckerberg said at the time.

http://www.usatoday.com/story/tech/2015/09/15/facebook-worki...