Headline News: Changing the Narrative

Convincing a newspaper or news website editor to change a headline to better reflect your narrative and cast your organization in a more positive light can be a challenging task. However, with a strategic approach and respectful correspondence, it is possible to persuade the editor to reconsider.

As a professional communicator for three decades who fiercely advocates for his clients, I know when an organization has a strong case and I know how to go about making that case to journalists.

Here are some steps I recommend you follow to achieve a successful outcome:

1. Understand the Editor’s Perspective

Editors have a responsibility to maintain journalistic integrity and appeal to their readership. A headline serves not only to inform but also to attract readers. Before approaching an editor, understand their priorities and the context in which they operate. Recognizing their need for compelling headlines that drive engagement can help you frame your request more effectively.

2. Assess the Current Headline

Carefully analyze the existing headline. Identify specific elements that are problematic for your organization. Is it misleading, sensationalist, or overly negative? Understanding the exact nature of the issue will allow you to make a more compelling case for change.

If the headline is factually incorrect, you have an easy argument. But aside from those glaring mistakes, headlines are subjective calls: based on personal opinions, biases, and news judgement. Therefore, the more reasonable your request, the more you appeal to their common sense, the greater likelihood of a favorable outcome.

3. Prepare Your Case

Gather evidence to support your request. This could include data, testimonials, or other materials that demonstrate the inaccuracies or potential harm of the current headline. Highlight how the headline may misrepresent the story's content or negatively impact your organization’s reputation when the latter is unwarranted.

4. Propose a Balanced Alternative

When suggesting a new headline, aim for balance. Editors are unlikely to accept a headline that appears overly biased or promotional. Instead, propose a headline that accurately reflects the story while mitigating negative connotations. Ensure that your suggested headline is still engaging and newsworthy. Also, ensure it is roughly the same number of characters as the original headline because space matters, and editors are more likely to honor such a request when it does not require a whole new layout for the story.

5. Craft a Polite and Persuasive Message

When reaching out to the editor, be polite and professional. Clearly state your concerns about the current headline and explain how it impacts your organization. Present your evidence succinctly and suggest your alternative headline. Emphasize your understanding of their need to maintain reader interest and propose a solution that addresses both your concerns and their requirements.

For example:

Hi [Editor’s Name],

I hope this message finds you well. I am writing to express my concerns regarding the headline of the recent article about [specific topic] involving [your organization’s name]. While the article itself provides a comprehensive view, the current headline, ‘[Current Headline],’ may inadvertently mislead readers and negatively impact our organization’s reputation.

We deeply value the integrity and quality of your reporting and understand the necessity of crafting engaging headlines. However, we believe a more balanced headline would better reflect the article’s content and serve the interests of your readers. We suggest considering a revision to: ‘[Proposed Headline].’

Thank you for your understanding and attention to this matter. We appreciate your consideration and look forward to your response.

Best,

[Your Name] [Your Position] [Your Contact Information]”

6. Follow Up Respectfully

If you do not receive a response within a reasonable timeframe, follow up politely. Reiterate your request and express your willingness to discuss the matter further. Persistence, when coupled with respect, can demonstrate your commitment to a fair resolution.

7. Build a Relationship

As is the case with all journalists, building a positive relationship with the editor and the publication can be beneficial in the long run. Engage with them regularly, provide helpful information, and show appreciation for their work. A good rapport can make future interactions smoother and more productive.