A PR Pro’s Guide To Requesting Corrections from Journalists
By Steve Smith for PRWeek
Early in my career, one of my most dreaded assignments — aside from telephone call-downs — was requesting a correction from a journalist on a story that I secured for a client.
For many PR pros, this is an intimidating ask of a journalist’s time. Many PR pros would probably rather go to the department of motor vehicles or have a root canal than request a correction from a journalist. We know how busy reporters are, and the fact they took time to speak with our client and write an article about them makes you feel even worse. All too often, this may involve not just one but multiple corrections.
To learn more about journalists’ perspectives on PR pros requesting corrections, I reached out to reporters and editors who I’ve worked with over the years. I was interested in getting their take on a few questions: How do they feel about PR pros reaching out for corrections? What’s the best way to request one? What are some of the most common post-publication requests? Is there a point where it’s too late to request a correction?
Their responses varied, but many shared that they appreciated well-written, timely and necessary correction requests. One common piece of advice: Familiarize yourself with their publication’s guidelines for corrections before reaching out. Each outlet may have different processes or requirements for what qualifies as a necessary correction.
Once you’ve reviewed the guidelines, here are nine tips that can make the request less painful:
Express thanks for the article
Always start your correction request note by thanking the journalist for writing and publishing the story in the first place. Tell them what you appreciated about it. Share thanks from the client for taking time to speak with them and let them know the client is excited to share the article on social media with their followers — but don’t go overboard here. Several journalists noted that gratitude and professionalism often go a long way toward making the process less painful for everyone involved.
Request the correction quickly
Try to request any corrections as soon after the article is published as possible. One journalist mentioned that although there is often no strict statute of limitations on making corrections since online stories can be easily updated, they prefer to address issues in a timely manner. In other words, if you just noticed a typo in an article published last week, it’s probably best to avoid requesting a correction of that one now. This will be frustrating to the reporter and conveys that you didn’t read the story when it first published.
Reach out to the reporter first
From my experience, it’s more effective to contact the reporter directly rather than going straight to the editor. The reporter is more familiar with the content and context of the article. That said, one reporter shared that if they’re being unresponsive or out of the office, then it’s perfectly fine to reach out to their editor. As with any reporter interaction in PR, building on your relationship with the reporter is the best first step.
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