September 2008 Vol. 13 Issue 3
What to do when the media get it wrong

It can happen.

Reporters do make mistakes sometimes. After all, they write under deadlines every day on topics that can change just as frequently. So while reporters want to do a good job and get the story right, mistakes happen.

When these errors appear in print or on the air when you are the source, you need to determine two things:

1. Is it a minor or major or mistake?
2. Is it “wrong” because of fact or because of tone?

Major or minor?

If the mistake is minor — the mistake doesn’t change the meaning of the story or alter any of the facts — then I often just let these go. An example of a minor mistake would be if your title is just a little bit off, or if a couple words in a quote are not just right, but don’t change your meaning.

If the mistake is major — the mistake could cause a problem or provide wrong information — then it needs to be corrected. An example of a major mistake would be if the reporter provided the wrong time for an upcoming meeting — that should be corrected.

Also, if the major facts of the story are inaccurate, that requires correcting. For example, if a story misreports food safety measures that would cause people to behave in ways that are unsafe, that should be corrected right away. It’s best to call the reporter in this instance, and they will see that a correction is made.

Papers print corrections for factual mistakes. But those obviously appear on a different day and there is no guarantee that the folks who read the first story will see the correction. For broadcast, corrections are rarely made. Such is the lot when working with the press.

Fact or tone?

On the second question — fact or tone — the idea of corrections becomes muddy.

Errors in fact can be corrected. Errors in the tone of the story are different.

For example, is the article more alarmist then you intended or does it slant in one direction?

Tone is not something reporters will correct. If the story seems biased, but the information is not wrong, then it is a matter of reporting style. You might ask the reporter to do another story on the piece that is more balanced, but in most instances reporters are not going to revisit a topic once it’s been done.

However, there are steps that you can take to help reporters get it right.

Most reporters go into a story with an idea of what they will report, but usually they are open to altering their direction if the facts lead elsewhere. Remember, reporters want to be accurate and fair.

It’s a good idea to ask questions of your own. When preparing for a media interview, always ask:

  • What is the purpose of the story?
  • What role will you (the source) have in it?
  • Who else will the reporter interview?

The answers to these questions will help you understand where the story is headed. You can then provide information to the reporter that sheds light on aspects of the story that they may not have considered or correct misconceptions. Also, make sure that you provide reporters written information or Web links so they can check to make sure they have the facts correct.

In any instance, dealing with media mistakes must be determined on a case-by-case basis. What to do about them depends on the gravity of the error and the potential fallout.

The bottom line: work with reporters on the front end to help make sure that the final story is correct.

Beth Forbes, forbes@purdue.edu

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