Making a correction to a news release, or any other document distributed to the media, is not something you want to have to do often. Although news releases are not the only function of media relations, they are the most likely to require a written correction.
If you do have to issue a correction, make it short, sharp and clear. The most common mistake made when issuing a correction is to issue a re-written version of the entire release. The recipients do not have the time to compare each word of the two releases and try to find what has been changed.
A good format is to use the heading “Correction” and identify the release that you are correcting. Then state simply, in as few words as possible, what is being corrected and what the accurate information is. For example, “John Smith was identified as being from Anytown. He is actually from Ourtown” or “Bill Jones was said to be 21 years old. He is 19 years old.”
Another option is to use the “Correction” heading, followed by the entire release with the corrected portion highlighted in bold.
In either format, always add an apology for the error.
Issue corrections for errors of fact only. If someone who is a party to the story in some way complains that they are unhappy with your choice of wording, but your facts are accurate, a correction is inappropriate.
Accuracy and speed are important components of any news release. Accuracy is vital to maintain your credibility. Speed is just as important, or moreso, when issuing a correction. Chances are good that the original release has already been used somewhere by the time your correction is received. Therefore, not only do you lose credibility, but the recipient will blame you for their loss of credibility.
Everyone makes mistakes and an occasional correction will be required. However, some organizations have developed a reputation with journalists whereby the journalists get the release and then wait for the corrected version before proceeding. If this many corrections are coming from one organization, their relationship with the media will deteriorate. When you do have to issue a correction, make it as succinct as possible.
