What to do when your news is reported with errors?

Once you have launched a successful press program with releases, interviews and resulting clips, the day will come when you find an article that appeared about you or your organization with an error. Even if you take every precaution possible— provide written copy in advance with names and titles, plan your interviews, and follow-up with the reporter to confirm anything he or she needs—mistakes do happen.

The dilemma is how to handle media outreach and what to do about an error after the copy is published. And by the way, don’t always blame the reporter. A copy editor may have made the mistake, or even an editor.

Articles on the Internet can be corrected

Fortunately, because most articles, even in print, usually appear on the Internet too, you have an option to request a correction in “real time.” The best strategy is to make a call, explain the problem, and offer to send a written correction for consideration.  The written correction can reference the article but should only include the correct information. In this way, you won’t be repeating misinformation and you will have the most control. If the error was the media outlet’s mistake, the reporter and editor will usually agree to run a correction, and you have made their job easier by sending it in writing.

When it’s your mistake, you can still try…

When information appears wrong in print or on the Internet, it’s important to establish immediately whether your news outreach included the error. If you find something wrong in your release or in a written message to media, you can still notify the press. Admit that you made the mistake, apologize, and then let the media outlet decide what it will do. Once again, if you can send the correct information that you want published in writing (and don’t repeat the wrong information), that makes the job for reporters a bit easier.

If the piece ran recently, media probably will make a correction, as they want to be sure that their news is accurate. If it’s a longer period of time, a week or more since you generated the news, however, you are better off re-issuing the news with a correction notice. This will give you a chance to get the information corrected with any media outlet that hasn’t yet published the wrong information. In that case, note that it’s a correction in your email subject line, or at the top of anything you print.

Depending on how serious the error is, you can issue a new story and hope for the best. Or if it’s online, contact the publication, accept the responsibility, and ask nicely. In most cases, most papers or news websites will not simply change the information without a written notice. Usually, an editorial policy exists that dictates corrections to protect the media’s credibility, which is jeopardized if they simply change information without a notice.

Be advised, no publication, editor or reporter likes careless writing, so you’ll need to prove yourself, and work to regain the media’s trust when something like this happens, especially if it happens too frequently. Better to make sure ahead of time by final proofreading everything you write before sending it to media. And if you or someone from your organization takes an interview, listen and make sure the content is clear. Send a follow-up email if you want to clarify anything that was said, and include correct spelling of your organization’s name, the name and title of the individual that was interviewed, and your contact information for any questions.

Watch for our next blog, When it’s the media’s mistake.