Fairness formula starts with accuracy
Commentary
By Charles L. Overby
Chairman and CEO, The Freedom Forum
04.30.98
Printer-friendly page
People who talk with The Freedom Forum about news complain that the media can and should do a better job. Most news people tell us the same thing.
So what's the problem?
A lack of attention to basics.
In meetings with small groups around the country, we have encouraged people to talk about fairness in the media.
The topic quickly becomes a broad umbrella for complaints in general about the media. Most of the complaints focus on the basics of newsgathering and presentation.
From these discussions, I have broken down the components of fairness into five basic categories that provide an easy-to-remember formula: a+b+c+d+e=f (fairness).
Accuracy + balance + completeness + detachment + ethics = fairness.
There are other ways to state it, but these five categories generally capture most of the complaints that we have heard about the need for fairness and improvement in the media.
Many editors and news directors may think the components are so basic that their news reports meet those standards easily.
But many of the people whom we interviewed do not think so.
The public expects all five categories — not two or three — to be applied to all news stories.
A quick look at the five categories:
ACCURACY
— This is the basic component of fairness, but it generated lots of discussion, especially in the area of corrections. Most newspapers still are doing a superficial job of correcting their errors. Procedures often are not reader-friendly. The better newspapers run more corrections, not fewer, every day than average newspapers. Forget corrections with television.
BALANCE
— Many in the public think stories reflect definite points of view. Often, the other side is given scant, secondary attention, far down in the news report.
COMPLETENESS
— This was the biggest complaint that we heard. Our respondents said reporters fail to tell the whole story because of inexperience, ineptitude, laziness or lack of space or time. The lack of completeness affects context.
DETACHMENT
— The frequent complaint lodged by people who deal with the media was that reporters and editors construct their stories in advance and only want news sources to confirm their preconceived notions. Once the news "hook" is established, there is not much fair and open reporting that follows.
ETHICS
— This involves the way reporters and editors pursue stories, the feeling that editorial viewpoints drive news content, placement and headlines. This category also focuses on methodology of reporting, ranging from paparazzi photography to insensitivity to victims.
These five areas need more discussion in newsrooms.
If the public could see improvements and regular explanations about these basic elements, they probably would develop more trust in the mainstream media.
This isn't rocket science. Every editor and news director should be capable of identifying ways to improve these deficiencies.
For those news executives who think they are doing just fine in all these categories, bring in a dozen readers or viewers and ask them.
Recent Charles Overby columns
Browse all Charles Overby columns
