Last month Colorado Public Radio became the first U.S. media outlet to be awarded a Journalism Trust Initiative (JTI) certification, an international benchmark initiated by Reporters Without Borders (RSF) to fight disinformation by rewarding editorial and professional excellence. CPR was independently audited by the Alliance for Audited Media, which confirmed CPR’s certification according to the criteria of JTI’s international standard.
What is JTI and how does it help publishers? Here’s a brief overview of the program, the benefits for media and how it helps advertisers and consumers find trusted media outlets.
What is the Journalism Trust Initiative?
Credible, independent journalism is competing with fake news, misinformation, distrust and opacity. JTI gives trusted media outlets a way to demonstrate their commitment to industry standards, ethics and transparency, and to help them stand out in the digital media landscape. The JTI Standard is a set of transparency standards for media outlets’ production of trustworthy news and information.
What is the process for JTI?
The JTI Standard involves a three-step process:
How does JTI help for publishers?
JTI offers several benefits for publishers that want to stand out for their commitment to quality and transparency, including:
1). Differentiates Quality Media
Misinformation and disinformation have become lucrative global industries. According to one study, ad tech companies spend about $235 million annually by running ads on sites that publish misinformation. Such practices harm legitimate media outlets that must compete with lesser quality websites for revenue, audience share and visibility. The JTI Standard gives quality journalism a competitive edge by recognizing their commitment to transparency, journalistic ethics and adhering to industry standards.
2). Provides Strength in Numbers
JTI is a global program that is growing quickly. As of July 2023, 100 media outlets from around the world have completed the JTI self-assessment and published their transparency reports. As JTI’s roster grows, advertisers, consumers and governments can recognize JTI-certified outlets as providing high-quality content certified by a third party.
3). Gives Valuable Insights for Media Outlets
Participating in the JTI certification process as outlined above provides valuable insights for media outlets to understand how they compare to industry standards, which can lead to editorial process improvements.
4). Provides Tools to Help Media Outlets Stand Out
The JTI Mark is a symbol of transparency, quality and adherence to industry standards for journalistic ethics. Media outlets can promote their certification by displaying the JTI Mark on house ads, marketing materials, web pages, media kits and more.
Want to learn more about the JTI program? Contact me at email@example.com.