PBS Standards

Guidance on how to put the principle of Accuracy into practice:

Implement Fact-Checking Procedures

Producers must implement rigorous fact-checking procedures to verify the accuracy of all factual assertions. As part of these procedures, producers should be able to identify the source for each asserted fact and why that source is reliable. As a general rule, at least two authoritative, independent sources should be on the record before breaking news or controversial assertions are included in content for distribution by PBS. The accuracy of assertions by expert and non-expert interviewees should never be assumed, particularly if such assertions are contentious or otherwise questionable. Similarly, it is imperative that producers never assume that online materials or generative AI output is truthful or accurate. Producers should pay careful attention to the accuracy of names and titles, dates, places, statistics, and foreign language translations.

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Correct Errors Promptly and Clearly

Producers are responsible for correcting errors in a timely manner that is abundantly clear to the audience. Producers must immediately bring to PBS’s attention the discovery of any significant errors, and producers should regularly inform PBS of all other errors so that PBS can monitor trends and ensure accountability. Producers must also be responsive to the public when errors are brought to their attention, and in doing so, producers must closely cooperate with PBS in communicating any necessary corrections to the public. 

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Provide Adequate Context

When posting information, particularly information that is sensitive or contentious, producers and PBS staff should apply the same editorial standards as they do for all of their work, and evaluate whether particular distribution platforms allow for sufficient context. Producers should consider the availability of platform-specific tools to accurately convey information with the necessary context. 

Vet Third-Party Content

If producers determine that using third-party content will inform and educate the audience, producers and PBS staff should be transparent about where the information came from, to what extent and how it was verified, and why they decided to include it. Third-party content includes, for example, content from non-PBS media sources and content created with generative AI tools. It also includes materials created by members of the public, including videos and images, eyewitness accounts of events, and social media comments. 

News generally should only be reported from legitimate, bona fide sources (e.g., other news organizations such as the Associated Press) after exercising due diligence to verify that the information originated from an authentic account. 

Producers should not assume that third-party content is accurate or authentic, and they should take reasonable steps to contextualize the content and to confirm its veracity. When using a video or photograph from a third party, producers and PBS staff should strive to ensure that it has not been manipulated — for example, by checking the metadata. When feasible, consider linking to the original source of the material. Whenever possible and appropriate, producers should seek permission from the originator of user-generated content for its use. 

If third-party content contains graphic or sensitive material, it may be appropriate to add a clear upfront disclosure or to simply not link to such content. Care also should be taken to ensure that the sharing of opinions and commentary is not viewed as an endorsement by PBS.

Edit for Brevity and Clarity, Not to Distort

All producers face the necessity of selection — which material to leave in and which material to edit out. Reducing and organizing information is a fundamental part of the producer’s craft. The objective of the editing process is to collect and order information in a manner that fairly and accurately portrays reality. Producers must ensure that edited material remains faithful in tone and substance to that reality; they should not sensationalize events or create a misleading version of what actually occurred. For instance, when editing an interview for brevity or sequencing, producers must ensure that such edits do not change the meaning or context of the interviewee’s responses.

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Treat Errors Seriously on All Platforms

Mistakes and errors must be treated seriously on all platforms, including digital and social media. In the event of an error on social media, it is PBS practice to promptly put out a new post with the correct information and to clearly explain what was wrong with the prior post, while being vigilant about not spreading the original inaccuracy. In the interest of transparency, the audience also should be able to view the edit history of the post whenever possible, depending on the capabilities of the social media platform where the post occurred. It is generally not appropriate to simply delete the erroneous content without maintaining a public record in some manner, such as a screenshot or other acknowledgment. Because each platform requires a different approach to corrections, producers should consult a senior editorial manager to determine the best way to address the situation whenever receiving new information that indicates incorrect information has been distributed. 

Interactive scenarios involving the principle of Accuracy:

More in-depth exploration of the principle of Accuracy: