If the damage is done, don't think all is lost, there is still something you can do. Let's just say that, the story appears in the newspaper and it's wrong. Or one-sided against you. Or downright unfair. So what do you do?

Call the reporter and ask for a correction. Yes, you run the risk of making the reporter mad. But if you don't correct the error, it might be repeated again when a new reporter takes over the beat, uses old stories for background and picks up erroneous information to include in the new story. Ask the reporter to read the correction back to you before it is printed. If you're satisfied with the correction, drop the matter. If not, consider writing a letter to the editor or a longer opinion column (usually 500-700 words) explaining your dissatisfaction with the story and stating your case in your own words. If you are writing a column, submit your photo to go along with it. An idiosyncrasy of reporters and editors is that it is often difficult to talk them into running a correction, but it is far less difficult to talk them into running a long opinion column or letter to the editor. If you are going to respond in writing, do it immediately. E-mail or fax your letter or column to the editor or the editorial page editor.
If you want to learn more tips about how to handle damage control with any print or broadcast medium see Special Report #1 "Damage Control: How to Keep the Media from Making a Mess of Your Story."