TCC 16: Should we ask the journalist for a correction?
/As a media training coach, I'm often asked if it's okay to ask a journalist for a correction. The answer, of course, depends to an extent on the seriousness of the error. Was it a genuine mistake? Did they get something in the story wrong? Or were our feelings hurt a little bit because we didn't like the story? If it's the former, then yes, a request for a correction could be in order. But often, it's the latter. A company is on the receiving end of media coverage they don't like. There's nothing factually incorrect about the story - it just doesn't portray them in a positive light or it isn't what they were expecting.
Mistakes do happen
If a factual and serious error has been made by the media outlet, a polite email to the reporter may be enough to get the online version of the story corrected. If you do approach them, it will be important to focus on the journalistic accuracy of the piece rather than the fact your organization didn't like it. If, however, the problem is more along the lines of something your company found undesirable but it's not technically a journalistic error, your complaint will likely be ignored.
Correct it yourself
If an error is made in a story and the media outlet won't change it or issue a correction, don't forget that you have the ability to tell your story on Twitter (or whatever your organization's main social media platform is). For example, one of your organization's executives could share a post saying, "You may have seen the story in XYZ media outlet today. There were a few elements that we didn't feel were entirely accurate and so we wanted to take this opportunity to clarify that aspect of the story..." For this method to be effective, it really helps for your organization to have built up a decent-sized social media following. This can be a great way to set the record straight for your most important audiences without having to go through the gatekeepers in the media.
The backfire is always a possibility
Keep in mind that sometimes, making a fuss about an element you don't like about a story can invite additional media scrutiny and could end up backfiring on your company in the form of a negative follow-up story. I've heard cautionary tales to this effect from journalist friends. Sometimes, it's overzealous PR people sending angry emails to the journalist, essentially demanding the story be covered in a certain way. Sometimes it's an executive who, despite having no media relations experience, decides they're going to call the editor/producer, yell at them and demand changes to the story. Do these instances typically end well? No, they do not.
Prevention > correction
The best way to avoid these 'should we ask for a correction' situations altogether is to invest the time it takes to prepare and to be very clear with your content during the media interview. Speak clearly. Annunciate. Be intentional and efficient with your messages. You can even ask the journalist if they have any questions about any of the things you've talked about just to make sure there's no confusion. Preventing errors will always be better than going back and asking for a correction. It's also worth noting that even if they do agree to provide a correction, it's likely going to be buried at the bottom of page 28 with little or no context. In many ways, the damage will already have been done and the correction is little more than an empty, moral victory.
So yes, if a factual error has been made, approach the reporter in a polite manner to request a correction. As for those other situations, in which there's no real mistake but someone at your company doesn't like some aspect of the story (a quote, an angle, a characterization, etc.), it puts me in mind of the movie The Hurt Locker (the 2008 movie about an ordnance disposal team during the Iraq war). While the analogy is admittedly a bit extreme, asking a reporter for a correction simply because you don't like part of their story is like dismantling a bomb. If you cut the wrong wire, you're going to have a real mess on your hands. My advice is to leave those instances alone, regroup and prepare better next time.
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