You Got The Facts Wrong

by admin ~ February 13, 2009

When I was a reporter for a daily newspaper few years ago, I dreaded getting the call from a source in that day’s story: ”You know, Mr Novich. I read your story today and you got your facts wrong.” 

There is nothing more upsetting to a journalist than getting a fact wrong, and having one’s mistake corrected the following day for thousands to see. But corrections are important.  If mistakes are not corrected, they will likely be repeated in future stories.  So how do you balance the need for accurate reporting with the sensitivity of journalists?  How do you minimize the criticism, and continue to develop a strong relationship with reporters?  Just follow these tips:

1)  Verify your facts.  If you are correcting something, make sure you are correcting it accurately.  The only thing worse than having to make a correction, is having to correct a correction.  If you send reporters or editors down that path, they will have a hard time trusting you in the future.

2)  Go to the source.  Always call the reporter first with the correction.  If the reporter does not call back after a few attempts, or does not want to speak to you, then call an editor.  Most likely, the reporter will call you back promptly.

3)  Say something positive.  If you enjoyed the story, or think the reporter is talented, mention that.  It will help build a relationship with a reporter, whose writing you cared enough about to ask for a correction. 

4)  Provide a new tip.  During the conversation, give the journalist some ideas or sources for potential stories.  You want the mistake corrected and strong publicity for your client.  By looking to the future, you are moving past the mistake and building a relationship that will help you for years to come.

David Novich is a public relations consultant based in New York City.  Earlier in his career, he reported  on education and local politics for The Journal News, a daily newspaper in White Plains, NY.