Presented May 8, 1995, at the 1995 International Convention of the Organization of News Ombudsmen at Fort Worth, Texas.

Please accept my thanks to all of you who responded to the questionnaire designed to gather additional information about the role of news ombudsmen. Questionnaires were mailed to 42 ombudsmen and responses were received from 32, which provided a return rate of 76 percent. Some respondents did not reply to all items.

News ombudsmen perform a variety of tasks and often find themselves explaining or defending the journalistic efforts of others. In that process, most of you have no doubt been called many names. This study didn't include all the names you may have been called, but the results indicated that half of the respondents use the title ombudsmen. Of the 16 people (50 percent) who use another title, these were the responses:

How do news ombudsmen spend their time? An overwhelming majority of the respondents (97 percent) reported they are available on a daily basis to talk with readers on the telephone about their concerns. One person is available weekly.

Half of the participants in this study indicated that they spend from one-fourth to almost half of their time at work talking with readers on the phone. Results showed the amount of time ombudsmen spend talking with readers on the phone:

Some ombudsmen also speak to readers in group settings. One respondent reported speaking weekly at public meetings to explain the role of an ombudsman. Four (13 percent) speak twice a month, seven (22 percent) reported they speak monthly. Others spoke to groups less frequently:

Twenty-five of the news ombudsmen (78 percent) reported that they write a column for readers, but six (19 percent) said they did not write a column. The regularity of the columns varies:

Sunday was the day most frequently mentioned (18 or 56 percent) indicating when a column appears followed by Saturday (4), Monday (3) and Thursday (2).

Columns appear in the editorial section most frequently (16 or 50 percent), on the op-ed page (5 or 16 percent) in the A section (2 or 6 percent), local or metro (2) and in a Vision section (1).

Twelve ombudsmen (38 percent) responding to the questionnaire do not write a report or critique of the newspaper for the staff. Eighteen ombudsmen (56 percent) who reported they do write a report or critique use this schedule:

Reports or critiques of the newspaper are distributed to the staff in various ways and frequently in more than one way. This written communication is distributed:

In addition to written communication, ombudsmen also spend time talking with the news staff and editors. Respondents indicated the amount of work time devoted to this task:

What is the ombudsman's role regarding corrections that appear in the paper? Sixteen (50 percent) said they suggest that corrections are made while six (19 percent) said they order that corrections are made. Five (16 percent) reported that they neither order nor suggest corrections and five indicated that they do both.

In public or internal critiques or discussions about news coverage, how often do ombudsmen mention the name of an editor, reporter or copy editor whose decisions the ombudsmen question?

Most respondents (21 or 66 percent) said they never help the staff make decisions about news coverage and selection of photographs. Seven (22 percent) said they almost never help make these decisions, two said they do occasionally and only one person does regularly.

Ombudsmen generally tended to think that the attitude of the staff toward their duties was positive. One person wrote that editors are more positive and reporters are more negative while another respondent believes just the opposite -- reporters are somewhat positive and editors are somewhat negative. Ombudsmen's assessment of staff attitude:

Half of the respondents (16) said no one at the newspaper has the authority to make changes of substance in their copy or kill a column. Of the 12 (38 percent) respondents who said someone has that authority, six indicated the publisher, five indicated the editor and one indicated the executive news editor. However, of that group of 12, most indicated that the person has never used that authority or must consult with the ombudsman before making a change. Two respondents said the item is not applicable to their situations.

How secure is an ombudsman's job? Results of this study indicate that ombudsmen generally are not afraid of losing their jobs for expressing unpopular opinions. Three-fourths of respondents said they never have been reluctant to express an opinion because they thought they might get fired. Five (16 percent) said they were "almost never" reluctant to speak out and two (6 percent) said they were reluctant occasionally.

None of the respondents indicated that an ombudsman at their newspaper had ever been fired or had ever resigned under pressure or as a protest, but one reported that the contract of an ombudsman had not been renewed. Most ombudsmen responding to this survey (27 or 84 percent) said they don't have a contract with the newspaper related to their position as ombudsman while four (13 percent) reported that they do have a contract.

Respondents indicated that the position of ombudsman was started at their newspapers as early as 1970 and as late as last year. Results indicate the number of ombudsmen who started at newspapers during these years:

Almost 40 percent of the respondents (12 or 38 percent) indicated that they are the first and only ombudsman who has served at their newspapers. Other results indicated this range:

What's the stress level among ombudsmen participating in this study? More than half of the respondents (18 or 56 percent) believe their jobs are somewhat stressful. Others consider the job:

Almost 70 percent of the respondents (22 or 69 percent) reported than they have other duties in addition to their responsibilities as an ombudsman. Descriptions about these duties include:

• Editorial writer
• Recruiting, budget and salary administration, fill in for editor and page editor, special projects for editor, buy features, supervise editors of lifestyle section and entertainment section, supervise library and clerical staffs edit three op-ed pages weekly, fill in for Perspective editor and editorial writers, coordinate and edit a local column for free-lancers provide information about sources, produce two weekly section fronts, edit letters to the editor, write media analysis and commentary
• Manage reader services operation, supervise Action Line column
• Head of internal training for editorial staff, run program for new employees, meet regularly with editorial board assistant to the editor
• A liaison with libel lawyers, participation with (state) Newspaper Publishers Association, legislative committee "senior editor," consultant on marketing and news issues
• Summer interns, organizing community gatherings
• Fill in for news photographer when needed
• Representative to legal groups, journalism schools, professional societies and associations; work in First Amendment field
• Manage newsroom, administrative matters and all newsroom financial budgets
• Training, contests, interns, (newspaper chain) assessments, annual writers' workshops, extra administrative duties
• Unofficial newspaper historian
• Assistant executive editor, newsroom troubleshooting, vacation editorial writer
• Writing coach
• Manage a monthly Citizens Observer program (six outsiders spend half a day in the newsroom)
• Public service manager and assistant to the publisher

Responses to the question -- If your job is stressful, what is the greatest source of stress?-- provided a variety of answers including this reply:

• "Playing God in a weekly column -- or at least Moses"
  

The most frequently mentioned responses (17) about stressful duties related to dealing with readers. Interactions with reporters or staff members was the second most frequently mentioned cause of stress (10). Lack of time (4), fairness (3), errors and dealing with lawyers (1 each) were also mentioned. Some responses were related to more than one category. The responses were:

Readers

• "Reconciling differences on issues raised by readers with opposing views of editorial supervisors"
• "Dealing with unhappy readers who call to complain when the newspaper tries to eliminate a feature or editorial services that readers like"
• "In recent years, the anger level of readers as it regards to politics toward the papers has risen dramatically. Dealing with this anger is stressful."
• "Readers and/or staffers interested only in one-way communication, not dialogue"
• "Irate readers who are in no mood to listen to reason or who are totally irrational"
• "Dealing with zealots on the phone and talking with idiots too stupid to be allowed to read the paper. My patience is not unlimited and it sometimes shows through on the phone."
• "Racist phone calls, ethnic quarrels, callers who refuse to listen and shout into my ear"
• "Negotiation or mediation of emotional disputes"
• "Volume of phone calls and letters is No. 1"
• "Dealing with intolerant callers"
• "Cynical readers -- the small group of people who assume negative intent even with the most innocent of actions and who will take no explanation as valid"
• "Getting bogged down with calls on one issue or mistake"
• "Dealing with truly aggravated callers"
• "Readers who are racist or bigoted or unreasonable"
• "Hateful callers"
• "Angry phone calls"
• "Gets oppressive to deal with nasty readers who have an agenda to prosecute and who are so personally mean"

Reporters or staff members

• "Dealing with unhappy staff members who resent me and my position"
• "I don't enjoy criticizing anyone, much less colleagues. I don't enjoy their enmity when I do."
• "Dealing with staff members who do not take criticism well -- staffers with inflated egos"
• "Waiting on answers from the news staff"
• "Staff sensitivity -- none of us enjoys being questioned or criticized -- especially when that may come through a public forum (either the daily log or weekly column)"
• "Frustrating to perceive that the editor has an inadequate understanding of the role of an ombudsman ... also when errors are not corrected promptly or adequately criticizing people I work around is No. 2 -- a close second"
• "Reporters who fail to see the importance of accuracy (thankfully few)"
• "Being the deliverer of bad news to the staff"
• "Bothers me to criticize colleagues especially when they react with pain

Lack of time

• "Time"
• "Trying to return calls of readers and get all other duties completed"
• "Too many duties, time crunch is serious"
• "No secretarial help"
• "Finding time to research and write my column near deadline while calls and messages are piling up awaiting my response"
• "Spread too thin"

Fairness

• "Striving to maintain fairness"
• "The desire to be fair to the staff and readers"
• "Trying to be fair to readers and staff in resolving or writing about disputes"

Lawyers

• "Dealing with lawyers on those threatening lawsuits"

Errors

• "Stupid errors that the paper makes"

Do these stressful duties cause burnout? A majority of the respondents (19 or 59 percent) were not sure if the job of an ombudsman eventually causes people to burnout while 11, or 34 percent, think it does. If burnout occurs, how long can an ombudsman serve before getting burned out? Respondents indicated:

Ombudsmen responding to this survey seem to enjoy their jobs most of the time. One respondent enjoys the job 100 percent of the time. Other responses:

The most satisfying part of an ombudsman's job according to the responses relates to solving problems (12), readers (8), writing a column (7), improving the newspaper (3), and working with the staff (2). Some responses were related to more than one category. The responses were:

Solving problems

• "When a reader or subject of a news article is grateful for solving that problem"
• "Troubleshooting, putting out fires, saving newspaper lawsuits and resolving painful situations helps the paper credibility"
• "Getting a problem worked out or seeing response from the staff"
• "Solving a reader problem or rectifying an error or complaint"
• "Figuring out a good suggestion or solution"
• "Resolving a conflict to the satisfaction of all parties"
• "Surviving each week -- seeing readers' ideas/complaints addressed and changes resulting -- I like knowing that this program works and improved the paper as a product and its public image."
• "Dealing with customers and helping to right our wrongs"
• "Turning people around by showing there is no plot against their group. Happiness is when I can explain why we did something and they say, 'OK...I understand...OK.'"
• "Hearing readers' reactions, explaining how the newspaper works, seeing readers and staff better understand each other's perspectives"
• "Dealing with the public -- getting a wrong corrected"
• "The reader or staffer who says, 'You changed my mind and made me see things in a different light.'"

Readers

• "Provide readers with a listener"
• "Knowing that I made a reader happy or at least understand why the paper did something"
• "Getting positive feedback from readers who appreciate the position of ombudsmen"
• "Keeping our readers satisfied and improving the paper"
• "Convincing readers that the newspaper really cares what they think"
• "Helping readers"
• "Satisfying a reader, giving readers an ear and a voice at the paper"
• "Knowing that many readers appreciate my work and respect the paper for having this function available to them"

Column

• "Being given the responsibility of writing a column that allows me to be the conscience of the paper"
• Writing a column that is both fair and informative/educational about newspaper operations"
• "The column"
• "Writing a column -- no it is more than that -- it is having an effect on accuracy and credibility"
• "Writing a column -- either explanatory or critical"
• "Writing column"
• "Writing column that effectively addresses a problem"

Newspaper

• "Helping the paper to be more responsible"
• "Freedom to critique the newspaper"
• "Talking with people about newspapers and keeping abreast of trends in journalism"

Management or staff

• "Support from the top editor"
• "Helping staffers to understand issues"

All respondents indicated that their newspapers advertise their availability to the public and encourage them to call with questions or complaints. Half of the respondents (16) indicated that their name, title and phone number (four also include a photo) are listed daily in the paper. Thirteen (41 percent) reported that information is printed on page 2A.

Fourteen (44 percent) of the ombudsmen responding said they definitely consider part of their role as serving a public relations function. A dozen (38 percent) said their role probably serves that function. Only four (13 percent) said they definitely did not consider their role as a public relations functions. Some of the explanations were:

• "That depends on your definition of PR. If you mean an arse-kissing flak-catcher hired to lie for the company, definitely not. If you mean genuinely relating to the public's concerns, probably yes. Based on most people's interpretation of PR, I'd say no."
• "I am asked to make a lot of talks to civic and professional groups. No pressure is put on me to give a 'party line' -- but just being out there to present my version of the truth and to describe how the press and my newspaper operate is a PR function to some extent."
• "Readers impressed that someone cares"
• "About half of my efforts go to trying to turn angry readers into happy campers"
• "Only to the extent that I am sometimes able to debunk misconceptions about the paper simply by providing readers with basic information"
• "PR is not the motivation, public service is. Few PR people openly criticize their company yet the net effect helps the papers credibility."
• "I do not always agree with readers, so the more strident complain about that."
• "I think that it helps the paper's image having someone to hear their complaints"
• "Not 'PR' as in rah-rah, but in showing the public that we listen and care -- and in helping them to understand the paper."
• "Explain the role and mission of the paper"
• "It is inescapable that listening to angry readers is PR -- the PR function implies that the ombudsman will support the paper in disputes."
• "Part of the job is to explain news operations to readers"
• "I am a symbol of newspaper accountability -- It serves to demonstrate that the paper cares about its credibility and that it listens to the readers who are its loudest critics."
• "Readers feel better about the paper after they have encountered the ombudsman -- these candid and sympathetic encounters help to improve the paper's credibility. That is certainly a PR function and I am content with it."
• "If we are successful in helping to improve the quality of the product that would seem to be the highest and most enduring form of PR -- If we can help the audience to understand the news process, that is good PR -- however, we cannot be a shill or alibi...a person of integrity will not be."
• "By explaining the role of the newspaper in the community, you cannot help but promote the buying and reading of newspapers"
• "Whatever we do, whenever we act to explain newspaper practices and policies -- even to criticize them -- we are engaged in a PR activity...and for God's sake, what is wrong with that?"
• "Answering readers, addressing reader's concerns! It is hardly the same as groveling!"
• "Explaining the role of the newspaper to groups and how to contact all paper personnel"
• "If I am able to solve a reader's problem or complaint...they will think better of the paper for it. It may also stop them from canceling their subscription"
• "We all have this function. I also see my role as a public relations/advocate for the First Amendment rights and responsibilities."
• "I help the newspaper's credibility."
• "Credibility is essential. I help to preserve and defend it -- especially when I admit mistakes and order corrections"
• "Anytime a reader can be advised that the reader is wrong without creating animosity, that is corporate PR."
• "It's a given that having an ombudsman is good PR"
• "Serving readers involves a PR function"
• "By enhancing the newspaper's credibility and willingness to respond to readers' concerns"
• "Sometimes I am the only real contact a reader has with the paper. It should be a positive encounter."

Raising the level of credibility about the newspapers was definitely considered part of their job by 29 respondents (91 percent). Other responses were not sure (2 or 6 percent) and probably not (1 or 3 percent).

Ombudsmen ranked, on a scale of one (low) to five (high), the most common complaints they receive from a list provided. Each item did not get a response. Averages of the responses are:

The most common complaints about other topics, provided by respondents, involved the comics (3) and bias and opinions in news stories (2).

Respondents also ranked on a scale of one (low) to five (high), the importance of duties they perform:

The most frequently listed personal characteristics that an ombudsman consider important were:

More than half of the respondents (17 or 53 percent) said their newspaper has a written code of ethics or guidelines developed by and for their newspaper. Nine (28 percent) said they had no code of ethics, three (9 percent) had a nation code, and three had a national code and a code developed by and for that newspaper.

Do you use the code when assessing the quality of editorial performance of your newspaper?

Maggie B. Thomas is an associate professor of journalism at Texas Christian University. She delivered this repor on May 8, 1995, at the 1995 Convention of the Organization of News Ombudsmen at Fort Worth, Texas. Note: If you write a story or column about the results of this study, please send a copy to Dr. Maggie B. Thomas, Journalism Department, Texas Christian University, Box 298060, Fort Worth, Texas 76129.