Whose responsibility is it to make certain that a news story is accurate?

You may be inclined to put full responsibility for accuracy on the reporter. But don’t be too quick with that assumption. Your performance in the interview, along with your willingness to guide and educate a reporter can make a tremendous contribution to accuracy in the story.

According to an article by NewsLab.org, a website for broadcast journalists, research suggests that “newsrooms have room for improvement when it comes to ensuring the accuracy of what they put on the air.”

 “With staff cuts in many newsrooms, fewer people are involved in checking scripts for errors,” the article says. “That makes it more important than ever for anyone involved in producing content to double check for accuracy.”

While you won’t be in the newsroom with reporters and producers when the story is assembled, there is much that you can do at the interview stage to assure accuracy in the story.

The NewsLab.org article includes a 10-point checklist to help reporters improve accuracy. Here’s the reporter’s checklist, along with suggestions about what you can do to contribute to a story’s accuracy.

 

Reporter’s Checklist for Accuracy	How You Can Contribute to Accuracy
1. Confirm information that could be in doubt ·     Any unattributed information (information that has no name attached to it) is a red flag, demanding further investigation. Even two sources may not constitute confirmation, because one source may have learned the information from the other. Always ask: How do they know what they know, and why are they telling me this? ·     Make sure that anyone claiming to be an eyewitness actually was at the scene and in a position to observe what they are telling you. In breaking news situations in particular, people often sound authoritative when they are actually passing along unconfirmed rumors.	Recognize that the best source of factual information about your organization is a forthright spokesperson from within your organization. Be ready and willing to provide a reporter with factual information from your organization’s point of view. Tell your story your way. Recognize that the news media will be seeking comments from others outside your organization. This is legitimate reporting, and it is beyond your control. Your responsibility to the organization is to make certain the story represents the organization’s point of view. Make certain your comments address the concerns and fears of your audiences. Pre-empt outside speculation with authoritative information.
2. Clarify context ·     Make sure the sound bites you choose fully capture what each person meant to say. A survey of people who were sources in television news stories found that one person in three said important information was left out of a story and one in five complained that his or her interview was taken out of context. ·     If you need to, add information in your narration/track to put comments into context.	Give reporters the context they need rather than relying on them to figure it out. In answer to any question, say what your mean by phrasing it in a succinct, clear, positive statement. Then follow it up with details if the reporter needs clarification. Avoid the temptation to defend, deny, justify or debate. This requires that you work from a well-planned agenda.
3. Look for what might be missing ·     Review your script with an eye to significant information or points of view that have not been included. Look at each sound bite, in particular, and ask: Who would disagree or take a different position? ·     Contact people whose views are not reflected in the story and give them a chance to talk. If they decline, make mention of that in your story.	Be wary of questions that ask you to respond to what others have said (third-party questions). They can draw you into an unexpected and unnecessary conflict. Remember that you cannot prevent a reporter from seeking comments from other sources. You can make certain that your organization’s perspective is accurately represented.
4. Review for focus ·     Make sure your story backs up your lead. Have you over-reached or over-stated the story? ·     Restate the focus of your story, and review the script to see if you have stayed on point or strayed from your focus. (A bonus: This is a good way to find places where you can trim the script to save time.)	Have the reporter explain the story before being interviewed. You have a right to know the angle of the story before you answer the first interview question. Don’t be afraid to ask. However, don’t accept the reporter’s focus as necessarily correct or even appropriate. You must always answer questions from your organization’s perspective and on your terms.
5. Check names, places, titles ·     Be sure you have attributed information to the correct source in every case. ·     Make sure you have checked the spelling of proper names. If possible, check directly with the source. Press releases can be wrong. Even business cards may not show a current title.	Make sure you give the reporter your name and title and the proper spelling of both. For a broadcast interview, give it to them on tape to be sure they have it accurately. Don’t assume that your job title will make sense to those outside your organization. Briefly explain your position and its duties/responsibilities.
6. Check spelling, grammar, usage ·     Spelling and grammar count--especially in this age of graphics, closed captioning and Web usage. If you are not positive about a spelling, look it up. ·     Read scripts out loud to find and fix grammar and usage problems. If in doubt, ask a colleague or check a reference guide.	Spell out and explain any terminology that is unique to your organization, your profession or your industry. Don’t expect the reporter to understand it just because you do.
7. Do the math ·     Stories with numbers must be checked to make sure the numbers add up. Recalculate percentages, percent change, ratios, and the like, no matter where you got them. Online calculators make this much easier than it sounds. ·     Check with an expert not involved in the story if you have any questions about how the numbers were calculated.	Be certain of your math and numbers before doing any interview that relies on them. Help reporters avoid mistakes and confusion by presenting numerical or statistical information simply, clearly and accurately. Remember, you can be a background expert. One way to build a strong, positive relationship with the media is to offer to provide background information and expertise in your area.
8. Fact check graphics ·     Make sure the information you provide to graphics is correct--especially numbers. Call to confirm all telephone numbers and visit all Web addresses. ·     Look at the completed graphic before air to catch mistakes.	Again, help avoid mistakes and confusion by assuring that your numbers are accurate and presented clearly.
9. Be precise about pronunciations ·     Make a habit of checking the pronunciation of names and places while you are in the field. Ask people to say their names on tape, so you can go back and listen, if necessary. ·     If you are new to an area, be extra careful with names and places that may look familiar but could be pronounced quite differently from what you expect. Nothing raises more doubts about your credibility than mispronouncing a word your audience thinks you should know.	A good reporter will appreciate your help with proper pronunciation of names, geographic locations, industry or professional jargon, etc. When you help a reporter avoid an on-air mistake in pronunciation, you demonstrate two things to that reporter: First, that you are interested in accuracy; and Second, that you are helpful. Both can result in a better interview and a better story.
10. Screen the finished story ·     Be sure that your words and pictures are telling the same story. ·     Be sure the narration and sound bites match the finished script, and that mistakes have not crept in during tracking or editing.	Recognize that your non-verbal communication (your body language) may contradict your spoken words. This is true and important for both on-camera and print interviews. Learn to be aware of such things as facial expression, hand gestures and posture. Use these to communicate sincerity and honesty.