Patching a Story You Pitched: Knowing When to Ask for a Retraction or Correction

The inherent risk of pitching a news story is the control you give up when you hand that story idea over to a reporter. But without the risk, there can be no reward. Never forget the value of earned media!

That said, reporters WILL get it wrong from time to time. It would be hard not to when you consider the pure volume of stories on the myriad of topics they cover on a daily, weekly and yearly basis. That same reporter covering your factory expansion probably also covered a fatal car accident, a city referendum and the State Fair – just this week alone! Sometimes, the mistakes are minor; other times, they’re quite serious. So as a public relations professional, how do you patch a story you pitched?

First, you should understand the difference between a retraction and a correction. Both are meant to set the record straight, but a retraction should be saved for egregious errors that have the potential to threaten your company’s reputation or spark litigation. A correction however, is more about fixing inaccuracies. The correction may or may not be published. That’s not important. Correcting mistakes in the archived and online stories ensures the mistake won’t be repeated in future media coverage. In most instances, you should err on the side of asking for corrections.
​
So when should you pick up the phone? Here are a few legit reasons for following up after the story runs:

• Slander, Libel & Defamation – If the article makes false statements that threaten to damage the reputation of your company or someone who works for your company, pick up the phone! Defamation is grounds for legal action and though it may be hard to prove, since the burden of proof is on you, it is always in the media’s best interest to make the story “right” in order to avoid a lawsuit.
• A Factual Error – If the foundation of the story is off-base or entirely incorrect, then pick up the phone. Reporters want to be accurate. If they get something wrong, tell them so they can make a correction in the archives and the error doesn’t get repeated.
• An Unbalanced Story – Most journalists are committed to telling fair and balanced stories. If you aren’t given the chance to tell your side of the story, or you have and the media has failed to include it, then pick up the phone. I once had a reporter tell the opposing side’s story and then tease that he’d have my client’s side of the story “in the next hour.” That’s not fair!

That said, choose wisely when deciding whether or not to pick up the phone. Do not call a reporter for the following reasons:

• You don’t like the angle of the story - You give up ownership of the story as soon as you pitch it. You can try to guide the reporter by identifying your key messages and sticking to scripted talking points; but the minute you veer off-message, you invite the reporter to change the story’s focus.
• You said something you didn’t intend to be reported - If you said it, own it. There’s no sense arguing with the reporter about whether or not it should have been printed. Nothing is “off the record” unless you have BOTH agreed to go “off the record.” If you got too comfortable with a reporter and offered information you didn’t want reported, that’s on you.

Above all else, know when to let things go. Bad grammar, misspellings and punctuation errors are a poor reflection on the media outlet, not you. Before you pick up the phone, honestly assess the situation. Are you over-reacting? Is the inaccuracy truly damaging? Sometimes we’re too close to the story to know better. If in doubt, consult a trusted third party for an objective opinion.

If you decide a correction is necessary, keep your tone friendly and be gracious. Corrections are generally not worth burning bridges over. Remember, reporters have professional pride and, like most of us, don’t like having mistakes pointed out to them. If you’re rude you could destroy whatever relationship you might have had. In the end, know that mistakes are inevitable and how you choose to handle them will influence how the reporter chooses to correct them.

---