How to prevent factual errors from slipping through the cracks in your content
Find out why every piece of content leaving your newsroom should be checked and checked again – and how to make rigorous quality control processes a core part of your editorial approach.
Many of us have fond memories of childhood visits to the pick-n-mix counter at Woolworths. So it’s perhaps unsurprising that when Metro announced the return of ‘Woolies’ in 2020, we were delighted.
But our hopes were short-lived (and certainly not sweet) after it was revealed that the story was a hoax – and the publication had fallen for a spoof account.
It seems Metro is not alone. In 2023, the BBC reported on an ‘apology’ Will Ferrell made to Sunderland Fans – but the tweet had actually come from a parody account. Oops.
While the BBC apologised for the error and swiftly removed the article, the damage was already done.
The faux pas made by both Metro and the BBC became the new focus of these stories, generating attention from social media users and publishers about the lack of verification for these pieces.
You only have to look at growing corrections and clarifications lists to see that mistakes are still cropping up left, right and centre – and no brand is safe from the harm of accidental misinformation.
Rather than waiting until it’s time to exercise damage control, focus on creating a robust fact-checking process.
Make sure that every piece of content is carefully fact-checked. Names, dates, statistics, social profiles and anything else presented as a ‘fact’ should be scoured with a fine-toothed comb.
These statements should be confirmed against multiple reliable sources to iron out any inconsistencies. Is the content you’re citing biased? Does the author have evident expertise?
Rigorous fact-checking processes are an important part of our approach at Speak, helping us produce great content for our clients – and safeguard their reputations.
Keep these processes firmly in place and you’ll ensure the focus of your content is where it should be.
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Need help with creating compelling content for your brand? Contact Gabrielle Bridle from our client services team at gabriellebridle@speakmedia.co.uk or on LinkedIn.