How many times have you heard someone complain about some inaccurate segment of a news article or radio or television story? Have you ever been upset about a news story and wanted to pick up the phone or write a letter to “demand a correction or retraction?” Do you have any idea about how to go about contacting the media when it comes to requests for corrections?
The manner in which people contact the media and their demeanor can have a very strong bearing on the response they receive. Unfortunately, there are so many times when people pursue the media for corrections in an unhealthy and negative manner. The PR Doctor has developed a prescription for you to use to pursue media corrections in a healthy & positive manner. The prescription includes the following ten (10) prescribed strategic actions.
Prescribed Strategic Action #1: Carefully review and consider if the “error” is truly an error. My experience indicates that journalists often are asked for corrections based simply on the tone or slant of a story, rather than on obvious factual mistakes. The prescribed action calls for only asking for corrections for factual mistakes.
Prescribed Strategic Action #2: Think strategically when you consider requesting a correction. If an honest mistake does not cause any damage to your company brand or your personal reputation or cause a loss of customers, then it is healthy and wise to consider not pursuing a correction. If you make a habit out of asking a reporter for too many corrections this will undermine you and your company’s credibility with the media.
Prescribed Strategic Action #3: Carefully and thoroughly gather evidence to prove that an error was really an error before you pursue a request for a correction in the media.
Prescribed Strategic Action #4: Do your research to determine if the publication or the electronic news outlet has a specified department or contact person for corrections. If there is such a department or person, research and understand the procedures for alerting them to errors and to requesting corrections.
Prescribed Strategic Action #5: Once you have decided to pursue a correction, your initial contact should be with the person who made the mistake. This is very important relative to your relationships with reporters. By contacting the reporter you are providing him or her with the opportunity to bring the mistake to the editor’s attention.
Prescribed Strategic Action #6: Always remain calm and always employ your best business etiquette in dealing with the media. This is critical when requesting a correction.
Prescribed Strategic Action #7: Elevate your level of contact beyond the reporter only for very important and very serious corrections. If you find that you are unable to get cooperation and satisfaction from the reporter and you are determined to continue pursuing a correction, then go to the editor. However, make sure you inform the reporter that you are going to talk with the editor. You may consider giving the reporter one last chance to take the mistake to the editor, before you contact the editor.
Prescribed Strategic Action #8: If the error is more than someone misspelling your name you may consider writing a letter to the editor to present your case. Writing a letter to the editor may be justified if you did not have the opportunity to make your viewpoint or position known in the news article.
Prescribed Strategic Action #9: Be proactive and be prepared to provide the media with a professional media kit with backgrounders, fact sheets, and other key information about you and your company.
Prescribed Strategic Action #10: Make yourself available to the reporter to answer any questions he or she may have as they write their article.
The PR Doctor encourages you to develop a plan to engage in a healthy pursuit of media corrections. If you would like to learn more about how The PR Doctor can facilitate and guide you in that endeavor, please contact Glenn Ebersole today through his website at www.prdoctor4u.com or by email at jgeprman@aol.com
To learn more about this author, visit Glenn Ebersole's Website.
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