How and when to ask for a correction
Before news was available online and around the clock, a local TV news story or print story would be here one day and forgotten the next. Unless it was a huge scandal, news stories didn’t have the lasting power that they do today.
Today, TV news segments and print stories live forever in cyberspace as they are shared via the media outlet’s Facebook page, Twitter stream, website and beyond by readers and viewers. So if the media gets something wrong that can damage your organization’s brand, it’s usually a good idea to act quickly and get it fixed. But who should handle that?
Assess the story first
We would never suggest that a client immediately call or fire off an email to a reporter to ask them for a correction. It’s always a good idea to discuss the situation with your internal communications team. Or, if you’re working with a public relations firm, you’re fortunate. Most likely your PR team has played some role in getting the reporter or journalist to run the story in the first place. So it makes sense to ask them to close the loop with the reporter and manage the relationship. After all, that’s what you’ve hired them for!
But first, assess the story with your internal or external team. Is there truly a factual error in the story? Did they leave off a zero when referring to your company sales? Or is it that the reporter left something out that you feel is important? One is worthy of a correction. The other is not. (If a reporter left something out, that’s not an error. It’s up to the reporter to determine how they will cover the story and what they will include—you can’t control that in public relations.)
Media outlets want to be right
Most media outlets want a reputation for getting things right. After all, their readership or viewership rides on having solid news stories backed by facts. But there’s a right way to ask for a correction (and maintain the relationship).
First, we thank the reporter for doing the story. This lets the reporter know their work was appreciated and puts him or her in a more receptive mode. Then we’d point out a few details we think they should be aware of or mention the specific error from their story. Usually they’ll appreciate the information and will act to correct the mistake.
Monitor the news and respond to comments
When a client story has aired on TV or run in print or online, we usually suggest monitoring the online forums and social media for at least the first 48 hours. That way, you’ll see any comments that come in and can respond to those questions that are worthy to respond to. (We do not suggest responding to those who are only looking to rant.)
Usually, responding to comments is a short-term effort, but the conversation lives on forever in cyberspace. And, comments are also searchable. Taking the time to respond to comments gives you an opportunity to engage with people who are interested in the news subject, your organization or your industry. Additionally, the more often your organization’s name appears connected to the subject, the better it is for search results.
If questions are asked or erroneous facts start perpetuating throughout the comments, you or an appropriate employee should jump in to correct the facts in a respectful and professional manner and answer any questions. The reporter will appreciate seeing a healthy dialogue in response to their story. It’s a sign that the subject is interesting to their readers and may lead to more coverage in the future.
Have a process in place
Maintaining a good relationship with the media is important—especially if you’re hoping for more news coverage in the future. But when the media makes a mistake or the comments on a news story about your organization start rolling in, it helps to have a process in place that clearly identifies who does what and when.
Photo CC via flickr TerranceDC