As questions arise about trust in media, media outlets are taking steps to stand out for their commitment to quality and adherence to industry standards and best practices for editorial content.
CBC/Radio-Canada was the first Canadian broadcaster to receive certification from the Journalism Trust Initiative, a program by Reporters Without Borders (RSF) that helps publishers demonstrate their commitment to transparency and editorial standards. CBC/Radio-Canada recently became recertified by JTI after an audit by AAM.
We recently spoke with Jon Medline, the executive director of policy and international relations for CBC/Radio-Canada, to learn more about how earning a JTI certification helped the organization increase transparency and strengthen credibility.
Why did your organization participate in the Journalism Trust Initiative?
CBC/Radio-Canada is the largest media organization in Canada with a long tradition of providing trusted, award-winning news since the 1930s. But with rising levels of misinformation and disinformation, trust in CBC/Radio-Canada and all public institutions is at risk. JTI certification is one way we can address that concern through a credible, transparent and accountable process.
Why did CBC/Radio-Canada decide to become fully certified via a third-party audit?
We were confident that our newsroom practices and Journalistic Standards and Practices would stand up to JTI’s rigorous certification requirements. Full JTI certification is another “arrow in our quiver” to address eroding trust levels and reaffirm the quality of our journalism.
What feedback have you received about the certification?
We have promoted our JTI certification in consultations, international conferences including the recently held Public Broadcasters International conference in Ottawa, and other meetings with industry stakeholders. JTI is always looked upon favorably, especially once we explain RSF’s involvement and the rigor of the certification and recertification processes.
How has the certification benefited your organization?
The process required organizational introspection: Are we really as transparent as we believe? Do our current processes sufficiently account for changes in technologies, such as rapid advances in artificial intelligence? Are we appropriately aligned throughout the organization, particularly given that we operate independent news services in the English- and French-language markets? In a very real sense, the certification process is its own benefit. And, of course, third-party certification provides third-party validation. That’s encouraging to those who work in our newsrooms, especially in these polarized times.
What advice do you have for organizations considering participating in JTI?
We encourage more news organizations to pursue this opportunity. There is power in numbers. As more news organizations undertake and achieve JTI certification, the better-known and stronger the standard will become.
Learn more about the benefits of participating in a JTI certification.