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Do not use an AI-detector score as a truth test. Preserve the original message, keep an auditable record of every check, and attribute anything that remains based on the organization’s own release. The workflow below is designed for reporters, editors, researchers and anyone deciding whether a pitch is publishable.
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Start with the right question: are the claims true?
Whether software helped draft a release is an authorship question. Whether its statements are accurate is a reporting question. The two cannot substitute for each other. A polished style, awkward phrasing or a detector’s probability score does not establish that an assertion is true or false.
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The Associated Press states that “AI does not replace reporting, sourcing, editorial judgment or verification” in its newsroom standards update of July 23, 2026 (AP newsroom standards update). Reuters likewise instructs journalists: “Never trust or use unverified, unattributed facts generated by an AI system” (Reuters Journalistic Standards). Those principles apply even when a person, rather than a model, wrote the document.
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A release is also not independent corroboration for its own claims. It may point you toward a filing, dataset, study, customer or named expert, but you must inspect that underlying material and determine whether it supports the exact wording being offered.
Preserve the pitch before you analyze it
Save the evidence as received. A sender can edit a web page, replace an attachment or withdraw a message after you ask questions.
- Save the complete email, including the sender address, display name, date and time received, subject line, headers when available, attachments and linked documents.
- Keep an unmodified copy of any PDF, image, video, audio file or spreadsheet. Record the file name, file size and checksum if your newsroom uses one.
- Capture the linked pages as they appeared when you checked them, while retaining their permanent URLs.
- Note whether the material arrived directly from the organization, through an agency or from an unknown intermediary.
- Separate factual statements from opinions, predictions, slogans and promotional language. Opinions and predictions may be newsworthy, but they require different treatment from verifiable facts.
Do not begin by asking whether the prose “sounds like AI.” Begin by asking what each sentence asserts and what evidence would prove or disprove it.
Turn the release into a claim list
Long paragraphs hide multiple assertions. Split them into atomic claims so one supported detail cannot make an unsupported detail appear verified. A useful claim record contains the statement, its type, the expected evidence, the source consulted, the check date and a result.
| Claim type | Questions to isolate | Best first evidence |
|---|---|---|
| Event or action | What happened, where, when and who took part? | Official record, transaction document, event listing, court or regulatory filing, or direct on-the-record confirmation |
| Statistic or result | What population, period, denominator, unit, baseline and comparison are being used? | Original dataset, report, spreadsheet or methodology |
| Scientific or technical finding | What methods, sample, limits and measured outcome does the study actually report? | The study, technical documentation or repository maintained by the authors or institution |
| Quote | Did the person say these exact words, in this context, with permission to publish? | Recording, transcript, original statement or direct confirmation from the speaker |
| Business or customer claim | Which legal entity made the change, and which customer, product or contract is involved? | Filing, product documentation, named-customer confirmation or transaction record |
| Image, video or audio claim | Where and when was the file made, and does it depict what the pitch says? | Original file, creator confirmation, location evidence and independent reporting |
Write the claim in neutral language before checking it. “The company says sales doubled” is a report of what the release says; “sales doubled” is a separate factual claim that needs evidence.
Confirm who sent it and what interests are involved
Verify the sender’s identity and relationship to the organization. Check the organization’s official domain, staff directory, public filings and previous communications rather than trusting a signature block. A legitimate public-relations firm can still transmit an inaccurate client claim, and an impersonator can use a real organization’s name.
For every cited source, ask:
- Who produced it?
- Who paid for or commissioned it?
- What exactly did it measure?
- When and where was it produced?
- Does the source have a direct financial, political or reputational stake in the claim?
Follow links to the original document, not an excerpt in the release or a secondary summary. Several articles repeating identical release language are not independent confirmations; they may all be relying on the same interested source.
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Check each material claim against primary evidence
Use the evidence type that fits the assertion. A search-result snippet, an unsourced infographic or a company’s repetition of its own announcement is not a substitute for the underlying record.
Company announcements and transactions
Look for the relevant filing, contract, transaction record, product documentation or named-customer confirmation. Check the legal entity, effective date, jurisdiction and whether the event is completed, planned or merely proposed. “Will launch,” “has launched” and “is available” describe different states. If the release names a customer, ask that customer to confirm the relationship and the specific result attributed to it.
Statistics and market claims
Open the original report or dataset. Verify the publisher, publication date, geographic scope, population, sampling method, time period, units, denominator, baseline and comparison. A percentage can change meaning when the denominator changes; a “threefold increase” can describe a tiny absolute change; and a record measured in one quarter may not support a claim about a full year. Recalculate the quoted result when the underlying numbers are available.
Studies and technical findings
Read the study itself, not only the abstract or press summary. Confirm that the methods and findings support the pitch’s verbs. “Associated with” does not establish causation, a laboratory result may not generalize to real-world users, and a small or selected sample may not represent the population named in the release. Record limitations that materially change the reader’s interpretation.
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Verify the speaker, exact wording, date, context and permission or attribution requirements. Compare the quote with a recording, transcript, original post or direct response. Ellipses, translation and editing can remove qualifications. If the person will not confirm the words, do not present them as an authenticated quotation.
Check scope, context and wording—not just matching numbers
A source can contain the same number as a release and still fail to support its claim. Put the evidence and the proposed sentence side by side and test every qualifier.
- Date: Is the source current for the event described, or is an old result being presented as new?
- Place and population: Does a result from one country, facility, customer segment or device apply to the broader group named?
- Units and denominator: Are dollars, users, incidents, rates and percentages being compared on the same basis?
- Baseline and comparison: Compared with what period, product, control group or alternative?
- Meaning of the verb: Does “caused,” “proved,” “eliminated,” “first,” “largest” or “guaranteed” exceed what the evidence shows?
- Caveats: Were exclusions, confidence intervals, conflicts of interest, failed tests or one-time conditions omitted?
- Status: Is the item announced, proposed, under review, available to all users or limited to a pilot?
Copy the source’s relevant passage or table into your notes and explain in your own words why it supports—or fails to support—the proposed wording. If you cannot make that explanation, mark the claim unverified rather than upgrading it because the figures look familiar.
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Corroborate claims that matter to the public
Material claims deserve more than one accountable source when practical, especially allegations, safety information, public-impact statistics, major financial events and claims likely to affect a person’s reputation. The Associated Press describes confirming facts with documents and on-the-record sources and using multiple independent, reliable sources where appropriate in its Telling the Story guidance.
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Independence means the sources reached the fact separately. Five sites copying the same release are one evidentiary chain, not five confirmations. Prefer records, direct witnesses, named experts with relevant qualifications and organizations that can be held accountable for their statements.
Give the organization and any person affected by a material discrepancy a fair opportunity to respond. Ask precise questions, identify the document or number in dispute, set a reasonable deadline and preserve the response. A refusal to comment is information about what was—and was not—confirmed; it is not proof that the release is false.
Examine images, video and audio as separate claims
A truthful paragraph can accompany a misleading image, and an authentic file can be used to imply an event that it does not show. Check the media independently rather than treating it as confirmation of the prose.
- Obtain the original file when possible, not a screenshot or re-encoded copy.
- Inspect metadata, creation and modification times, device information and any editing history, while recognizing that platforms can strip or rewrite metadata.
- Run a reverse-image search and compare earlier appearances, captions and crops.
- Check geolocation using landmarks, signs, shadows, weather, architecture and maps.
- For video, inspect frames for discontinuities, repeated elements, mismatched lighting, audio changes or edits; compare the stated time and place with independent records.
- Contact the original filmer or creator and ask when, where and under what circumstances the file was made.
- Check whether the release’s caption accurately describes the file. A real photograph from another date or event is still misleading in the new context.
The AP’s verification guidance describes reverse-image searching, geolocation, landmark comparison, frame-by-frame manipulation checks and contacting the original filmer as parts of visual verification.
Understand what provenance credentials can—and cannot—tell you
The Coalition for Content Provenance and Authenticity describes standards for asserting a media file’s source and history in its C2PA principles. A valid credential can help establish how a particular file was created, edited or exported when the chain is intact. The absence of a credential does not prove manipulation, and its presence does not prove that the event depicted or the accompanying text is true.
Provenance is therefore one layer of a check. It can answer “what is the claimed history of this file?” It cannot by itself answer “did the announced event happen?”, “is this statistic accurate?” or “does this quote mean what the release says?” Treat the media file’s history and the prose’s factual claims as two linked but separate investigations.
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Why AI detectors cannot fact-check a pitch
Text detectors classify linguistic patterns; they do not inspect a company’s books, verify a speaker’s words or test a study’s methods. Scores can vary with editing, length, genre, language and the detector’s training data. A low score does not authenticate a release, and a high score does not establish that any claim is false.
The Federal Trade Commission’s April 2025 announcement about Workado illustrates the risk of treating advertised detector accuracy as proof. The company had claimed 98% accuracy, while the FTC said independent testing found 53% accuracy on general-purpose content. The announcement described a proposed order subject to public comment that could later become final; it should not be described as a final order based on that announcement alone. This is evidence about one product’s claims, not a universal benchmark for every detector. Read the FTC notice (FTC order announcement) and its consumer guidance on advertising substantiation (FTC Advertising FAQs) for the stated context.
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Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Choose a verification approach by the question you need answered
Different tools solve different problems. Compare them by whether they trace claims to original evidence rather than merely classifying text.
| Approach | What it can establish | What it cannot establish | Audit and privacy considerations |
|---|---|---|---|
| Manual source verification | Whether documents, data, records and on-the-record sources support specific claims | Absolute certainty when records are incomplete or sources disagree | Strongest when notes, copies, dates and source contacts are preserved; follow newsroom privacy and access rules |
| Text detector | A statistical classification of writing patterns under that tool’s conditions | Authorship, truth, intent or accuracy of any sentence | Check retention and training terms before uploading confidential material; do not publish a score as proof |
| Media provenance or content credentials | An asserted history of a particular file when credentials and chain of custody are intact | Truth of the depicted event or accompanying prose; absence of credentials is not disproof | Preserve the original file and credential record; metadata may be stripped or altered in transit |
| Collaborative verification service | May organize documents, media checks and review among newsroom staff, depending on the service | A substitute for editorial judgment or independent evidence | Evaluate source transparency, permissions, data handling, exportable notes and current terms before use; AP Verify is one web-based example described by AP at its verification page |
There is no established vendor test in the available evidence that would justify ranking particular products. Select the least powerful tool that answers the question, and do not upload embargoed, personal or legally sensitive material until its permissions and retention practices are clear.
Keep an auditable claim ledger
An audit trail lets an editor reproduce your work and lets the newsroom correct a story without starting over. Use one row per claim and update it as new information arrives.
| Field | What to record |
|---|---|
| Claim ID and exact wording | The sentence as received, plus a neutral restatement if the wording is promotional |
| Category and importance | Event, statistic, study, quote, business claim or media; note why the claim matters |
| Source consulted | Exact URL or document name, publisher, author, date and relevant page, table or timestamp |
| Scope check | Population, geography, period, units, denominator, baseline, caveats and status |
| Result | Confirmed, contradicted, partly supported, unverified or missing evidence |
| People contacted | Questions sent, dates, responses, refusals and deadlines |
| Editorial action | Use with attribution, rewrite, omit, seek more evidence, escalate for legal or policy review, or correct later |
Save the original pitch beside the ledger, not just a cleaned-up copy. Record the date each source was checked because pages, datasets and product terms can change.
Make the publication decision and attribute precisely
When the claim is confirmed
Use the strongest evidence in your own reporting and explain its scope. If the release led you to the information, you may say that the organization announced it, but do not imply that the announcement independently proves the result.
When the claim is partly supported
Narrow the wording to what the evidence establishes. Include the relevant limitation—such as a pilot population, preliminary status, one-time measurement or self-reported result—in the same passage as the number.
When the claim is unverified or contradicted
Do not repeat it as fact. You may describe the organization’s assertion with clear attribution when it is itself newsworthy, then state what records, experts or affected parties do and do not confirm. Give the organization a chance to answer material discrepancies.
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When the evidence is missing
Ask for the underlying document, dataset, methodology, recording or named source. If it is not supplied or cannot be independently checked, omit the claim or label it unverified according to newsroom policy. Do not fill the gap with a detector score or with several copies of the same release.
The AP’s guidance is explicit: “Under no circumstances can news releases be published in their original form; we can use information, quotes and properly cleared images from releases, but we must judge the material’s credibility, augment it with information from other sources, and then prepare our own stories, with the release material duly credited.” That is a useful publication standard for any newsroom, regardless of how the release was drafted.
A practical pre-publication checklist
- Have you saved the original email, attachments, links and sender details?
- Did you split every material sentence into a claim that can be checked?
- Did you verify the sender’s identity, relationship and interests?
- Did you inspect the original filing, dataset, study, documentation or recording rather than an excerpt?
- Do dates, populations, units, denominators, baselines and caveats match the proposed wording?
- Did you seek independent, accountable corroboration for claims with substantial public impact?
- Did you verify images, video and audio separately from the accompanying prose?
- Did you treat provenance credentials as file-history information, not proof of truth?
- Did you avoid using an AI-detector score as an authorship or accuracy verdict?
- Can another editor reproduce your result from the saved sources and claim ledger?
- Have you attributed release-sourced information and given affected people a fair chance to respond?
The defensible outcome is not “AI” or “human.” It is a documented classification of each claim as confirmed, contradicted, partly supported, unverified or missing evidence, followed by wording that matches that result.
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