Our client Richard Lewis had a booming start-up company selling recycled and eco-friendly gifts. His story attracted the attention of an entrepreneur magazine with which we negotiated a double-page spread. Interviews took place, photography was done and the usual PR buzz between client and the agency took place.

Six weeks later I was first to receive the magazine, with a thank-you note from the reporter. To my horror, the headline, in bold type size 40, read: “Meet entrepreneur Richard Lexis”. "Lexis" I thought? Slightly gobsmacked, I checked the article and noticed that he had been referred to as both Lexis and Lewis. I double-checked all press releases and email correspondence which had the correct name every time – Lewis. In fact, I can’t say I’ve ever heard of anyone’s last name being Lexis.

Then the phone rang. Lewis had received his copy and was furious. He wanted to get on the phone to the reporter, commissioning features editor and editor-in-chief to give a piece of his mind. Richard also wanted the publication to reprint the article, but I explained this would be impossible. To defuse the situation I wrote a diplomatic email, followed up by a phone call, highlighting what had happened and that “it had obviously been a sub-editing error” and suggested we remedy this by supplying a column called Green Entrepreneur for the remainder of the year. The magazine gave the green light to the column idea which saw Lewis have coverage, with his by-line, for three future issues of the magazine. Situation managed.

Here are seven tips for handling media mistakes:

1. Divorce emotion from the situation. Egos are fragile in the media world so keep it cool, factual, light-hearted and to the point. Always follow up a telephone chat with a clearly worded email summarising what was agreed and pointing out the error – try to end on a positive note. “We hope to continue to enjoy a great working relationship.”

2. You may not receive the apology you want. So be prepared to settle for a correction or some form of compensation, but don’t be bitterly disappointed if you don’t receive an outright apology. Remember, what’s truly important is what is published in future, not the “sorry” you get on the telephone.

3. Although the client might want to storm in, you have negotiated the opportunity, it’s your role to set it right. This well help to preserve your media relationship.

4. Know that apologies, if you agree them, are limited. Corrections are not always prominently featured, so manage client expectations.

5. Online corrections can be instantly handled: With more media content going online, it does make it easier to see quick turnaround times for corrections. Your job is to inform the publication ASAP. Might be cheeky, but ask the publication if they would be willing to keep the story live for longer, or more prominently featured, to make up for the time it was incorrect.

6. Learn to let go: There will be publications, which may not be willing to compromise on printing a correction or doing anything else. Your job is to evaluate how damaging the error is before escalating your response.

7. Turn it around: “Would you be willing to accept this other story next time?”. This sort of positive narrative is constructive.

Dealing with media mistakes can be upsetting and frustrating. Always keep your cool, keep it positive and find how the situation can be turned around in your favour.