New Idea, No Idea

NEW Idea has apologised to Bec Hewitt for a story labelling her brother as the new "special guy" in her life - but the magazine will still fight to protect its sources.

It's one thing for the media to protect sources where their information is accurate and in the public interest, but why would one protect sources that have got it so spectacularly wrong?

The Hewitts clearly have the money to fight an obviously egregious error, but that not so for the rest of us.

So, what do you do when the media gets something wrong about you or your organisation?

Business Communications Management recommends stopping to evaluate the error before giving the editor a piece of your mind.

There's an old saying, 'don't argue with the man who buys his ink by the gallon', because he'll always get in the last word.

If the error is a misspelling of a name or an incorrect title, just chalk it up to experience.

If the error affects the reputation of the organisation, then calmly phone the news editor/chief of staff and explain how the reporter (or subeditor's) error harms the business and ask them what can be done. Do not made demands.

The chief of staff may guarantee that he will run a letter to the editor from you, make a clarification or arrange a 'make good' piece. (A make good piece is one in which another (correct) story about your business is run in a timely fashion).

Or he may offer nothing at all. And in that case, the best thing to do is use the opportunity to directly contact your database with the correct information as part of your marketing.

If the reporter's error is very serious, seek legal advice before taking any action, although be warned threats of defamation action are made against media outlets several times a week and are considered by some journalists to be a badge of honour.

So who 'watches the watchers'? There is the Press Council, made up of former journalists, however their judgements tend to favour the media outlets and admonishments are not backed by any legal standing.