Handling things right when a reporter gets it wrong

Paul Griffo is an independent media consultant.

You’ve done your media interview, and you got all your points across.

Now you’re just hitting refresh every 3 seconds to see when the story posts.

Finally, it comes up, and — wait, what?? No, no, no! That’s not what I said at all!

Having to correct a misreported story can be one of the most frustrating parts of a public relations professional’s job. Fortunately, it rarely happens.

Your initial gut reaction may be to fight back, especially when an error seems deliberate or careless.

However, as the old saying goes, “Never pick a fight with someone who buys ink by the barrel.” Even though media outlets are buying much less ink these days, the rule still applies.

Publicly attacking a reporter or a news outlet rarely corrects the record and often generates more negative attention.

Instead, a more subtle, strategic approach is almost always the best path forward.

Assess the damage

Before you do anything, take a step back and ask yourself, “Is this really a battle worth fighting?”

Will this error have a significant impact if it goes uncorrected, or will it largely go unnoticed?

Sometimes, the best course of action is to leave the error alone. Correcting a minor mistake can draw more attention to the story, creating a bigger problem than the initial error.

If the damage is minimal and there’s little to be gained from a correction, it might be best to let it go.

However, if the error is significant — if it misrepresents your company’s stance, a key data point, or a core business function — you have to act.

When a significant error occurs, you have several options for setting the record straight. Choosing the right one depends on the nature of the error and your relationship with the publication.

Address directly with the reporter and editor

Despite what you see in the political sphere, using social media to call out a reporter or a media outlet is a bad idea. It’s almost always more effective to handle the situation privately.

The best initial step is a courteous phone call or email to the reporter who wrote the story. Keep the tone professional and to the point. State the facts clearly and concisely.

You might start with a line like, “I just wanted to let you know there are some factual errors in your story and see what we can do about setting the record straight.”

Be advised that a correction is not a “do-over.” Publications won’t run a new story on the front page saying they got it wrong.

The correction will be short and sweet, typically a small note on an inside page or a line at the bottom of the web version.  It may not be a major headline, but it will be on the record.

If the reporter ignores your request or refuses to issue a correction, the next step is to escalate to their editor, who is ultimately responsible for the publication’s accuracy.

When you contact the editor, use the same professional, courteous approach you did with the reporter. Briefly explain that you tried to contact the reporter without success and clearly explain what the inaccuracy is and why it’s important to correct it.

Send a letter to the editor or an op-ed

Sometimes, directly correcting an error through a letter to the editor or an op-ed is the best course of action. This approach is most effective when the inaccuracy is significant and needs a more detailed response than a short correction can provide.

The piece should be authored by a senior leader, such as the CEO or a relevant executive, not by a member of the communications team. This elevates the message and shows the organization takes the matter seriously.

The tone should be professional and factual, avoiding any personal attacks on the reporter or accusations of bias. The letter should focus on correcting the record with a point-by-point presentation of the facts, highlighting where the publication went wrong, not the individual.

Always refer to the media outlet by its name, not a specific person.

A well-crafted letter or op-ed can set the record straight without inflaming the situation. By keeping it formal and objective, you reinforce your organization’s commitment to accuracy and professionalism.

Remember, the goal isn’t to win a fight but to clarify the truth for the public. This approach keeps your message on your terms. You’re not trying to litigate in the media. You’re just setting the facts straight.

Using owned media

If your discussions with the reporter and editor are unsuccessful, or you can’t get your letter or op-ed published, you may need to consider issuing a statement on your own channels.

Owned media should be used only as a last resort. Keep it professional and avoid directly calling out the reporter. Instead, focus on setting the record straight.

For example, you could say, “To clarify a story that ran recently in the Associated Press…” then clearly and dispassionately lay out your position with a link to the story.

A good working relationship with the press is a valuable asset. Handling mistakes with grace and a focus on accuracy helps build trust.

Most importantly, it increases the chances that a reporter will be fair with you in the future.