Check Against Delivery

The headline will be readily recognized by members of the media, PR pros and anyone who delivered remarks at a news conference or other settings where the speech text is provided as a handout.

It usually appears prominently and effectively puts the onus on journalists to be sure to quote the speaker accurately. If what is said differs from what is written, that is what they must report.

Getting it right is paramount in professional communications settings: for the information source and for the information recipient. So the statement, “Check Against Delivery,” usefully puts everyone on their toes, if not exactly on their best behaviour. (A news scrum is not so different from what you see on a rugby pitch, though there are probably fewer bruises on the sports field.)

In our hyper-digital era, the same phrase can be repurposed to serve as a caveat for dealing with fake news and other forms of digital misinformation that disrupt relationships and decision-making.

When you’re online, it can be hard to tell if what you think is true, factual and accurate, is actually true, factual and accurate, so, “Check Against Delivery,” is a useful caution.

You have two options: 1) Be potentially vulnerable to dubious online reports. 2) Strengthen your media literacy skills and be better prepared for what you encounter. Option 2 is obviously better, so here are seven practical suggestions to help you avoid being taken in by false reports.

1. Seek Source Validity – The source of information matters. If the story is from a reputable media outlet with a visible masthead (publisher, editor, others identified as responsible for its content), a formal vetting and verification process, a reputational and commercial stake in its activities, a published code of conduct and/or journalistic principles, etc., there’s a higher probability its reporting is trustworthy.

2. Cross-Verify Accounts – If a source of unknown or questionable merit strongly contradicts others deemed credible, an eyebrow should be raised. This is especially true if its stories seem intended to stoke controversy. Alternatively, if multiple other sources deemed dependable deliver accounts that align regarding key facts (not opinions), the consensus offers some assurance of core validity.

3. Question Quoted Experts – Credible information sources present a range of views, including those of impartial observers with no vested stake in influencing opinion. Experts cited are genuine; their credentials can be confirmed. Questionable reports may cite “authorities” whose pedigrees and expressed views cannot withstand critical scrutiny (which may be entirely absent).

4. Examine Overall Quality – Professional news/information sources feature attention to detail in all respects, including self-evident quality and a willingness to acknowledge and correct errors. Dubious sources may look and feel shoddy. Spellers, typos, inconsistencies in visual presentation, numbers that don’t add up, “facts” derived from surveys that lack technical explanation and can’t be found elsewhere—these are signals something is amiss. But don’t rely exclusively on obvious clues alone as “high-quality” fake reports may use deceptively persuasive words and convincing graphics.

5. Virality Isn’t Veracity – Ironically, important and verifiable stories are not necessarily passed along most frequently or quickly. A telling hallmark of fake news is that it tends to spread like dandelions. It relies on the willingness of recipients to transmit it via social media for greater impact. Real news may lack the “story sizzle” to entice social sharing. Its primary focus is not on self-replication but on capturing key current events that merit public attention. No journal of record (or its broadcast/digital equivalent) earned that status by publishing falsehood.

6. Teach Them Early – The sooner we acquire media literacy, the more quickly we can recognize false reports and the harm they can do. Resources available from Media Literacy Week (Nov. 5–9, 2018) and many other sources, like the International Federation of Library Associations and Institutions (IFLA) are invaluable for educating younger individuals—adults too.

7. Prevent the Spread – If you suspect that a report is false and is likely to mislead others, avoid promoting it through your social media feeds or email. Speak out about the consequences of spreading such reports and explain how they can be detected.

Communication is a unique human capability, indispensable to co-ordinated thought and action in our professional and personal lives. Honest and accurate communication underlies social cohesion and is essential for confident decision-making in all spheres of endeavour.

When it comes to suspicious reports and fake news, do what savvy editors do: “Check it out or chuck it out.” Your own ideas on how to do so are welcomed.