Published: August 04, 1999
Last Updated: August 10, 1999
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Sarasota (Fla.) Herald-Tribune: Accuracy Major initiative It’s unsatisfying to simply tally mistakes and errors after they’re in print. The Sarasota (Fla.) Herald-Tribune’s approach to this problem focuses multiple interventions at one target: concentrating its work on eliminating errors in briefs, agate and listings — including those in its Ticket section (entertainment), sports, stock listings, Click (the TV book), and daily Community Central pages (zoned meetings and community events). As such, the Herald-Tribune’s initiative concentrates on eliminating errors at the source — with the listings clerks and news assistants (in bureau offices) that handle and process the vast majority of listing information. Actions under discussion include the naming of a "listings czar" (to centralize all quality-control processes), the establishment of a carrot/stick system to ensure that accuracy is a top priority among clerks and assistants, and the establishment of more stringent processes for fact-checking data and listings. Import to the JCP Just as "simple" spelling and grammar mistakes undermine the credibility of more influential journalistic efforts, accuracy in agate data and/or listings is an essential minimum standard for good quality community, sports and entertainment coverage. In addition, survey findings consistently reinforce the importance of this effort, with data and listings: Appearing most often at the "top of the chart" when readers are asked to name what parts of the newspaper have the highest utility to them. Representing the information for which readers have the lowest tolerance for errors (wrong addresses, movie starts, etc. can generate many anger calls from those who showed up at the wrong place or time). Representing one of the last remaining strengths and competitive advantages that newspapers have relative to television. In short, finding ways to cauterize the sources of spelling/grammar mistakes and factual errors in news stories is essential to newspaper credibility, but it’s a slow, long-term, training and management challenge that would be hard to generalize across U.S. newsrooms. When the focus centers on only one (albeit a critical) area such as accuracy in data and listings, however, the JCP has a chance to make meaningful suggestions. JCP test method Data generated from the internal tracking system that’s required to operationalize the reward system for listing clerks and news assistants will be analyzed to identify the success of different interventions, and the relative difficulty of achieving standards of excellence in sports vs. entertainment vs. community listings. Supporting initiatives In addition to its focus on briefs/agate/listings, the Herald-Tribune will: Publish a standing box on page A2 daily, explaining its corrections policy and commitment to accuracy. Invite readers to identify errors and call them in — perhaps to an "accuracy hotline" staffed by staff members on a rotating basis — and/or get a retired English teacher (or journalism professor) to audit the paper for errors. Corrections would be published on section fronts. Develop process checklists within all coverage teams to improve accuracy before publication (e.g., all photo cutlines to reporter for verification, some stories checked earlier in the day). Test both new and existing employees on spelling, grammar and the style guide. Low scorers must retake the test. Compile and analyze the explanations required from those who do commit errors. Distribute these explanations as part of a monthly "feedback" newsletter to staff. This newsletter also reviews grammar and style, cites common mistakes caught by the copy desks, and celebrates good work. For more information, contact Diane McFarlin, executive editor, at 941/957-5388; e-mail: Diane.McFar-lin@herald-trib.com