News, like hamburgers, should be more than just fast.

October 11, 2009 at 8:49 pm Leave a comment

To consumers of news, accuracy matters immensely – just as accuracy from the medical profession is vitally important. For many brands reporting the news, accuracy is secondary to speed and closing the sale to consumers.

Too often today, consumers choose news providers for speed or slant, not accuracy. And they choose burgers because of speed and price, not taste.

As consumers of news, we surely deserve some of the blame. In the blog “Journalistics” Jeremy Porter raises the question of accuracy’s value in the news.

Much of the blame also falls squarely in the laps of the news providers. Why? Because “news” is now treated mostly as a marketable commodity, not a service to consumers. Media outlets that produce news mainly as a sellable product have failed at their primary mission.

Jason Falls comments on this in his Social Media Explorer blog. News is a service to consumers – and if it’s good service, its value is inherent.

Good service in news proves itself through many traits. Accuracy is just one of them. Speed of delivery is an important factor, of course. But its significance in news reporting is only as important as its significance in hamburger delivery.

If you owned a restaurant and friends came for dinner, they’d expect from you good service – a thoughtfully prepared hamburger, perhaps, that starts as fresh beef, is cautiously formed and is served on time but not rushed. When done like that, your friends will come back, they’ll speak highly of your burgers, and you’ll be a success.

And that’s how I like my news. Served factually well done, not just fast.

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Entry filed under: Branding, Communications, journalism, Writing. Tags: , , , .

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