I once opened a draft government ad for Canada’s national holiday to find a stylized maple leaf that honestly looked a lot more like a cannabis leaf. My desk was the last stop for sign-offs, and this wasn’t the patriotic message we were going for.

In another, more serious error during television production while I was reporting for the national broadcaster, I flagged the poor use of b-roll footage. The video showed a man’s recognizable face in a criminal court story he had nothing to do with. Catching that error was about preventing defamation.

These moments remind me how fast content moves, and how easily harmful mistakes can happen when we’re tired or in a hurry. The deadlines stack up, multiple hands touch the same project, and you find a well-intentioned caption is paired with the wrong photo. Or a word choice lands the wrong way in your newsletter. You know to expect a call from your partners, or the higher-ups, and you cringe. This is where a sensitivity edit is crucial, especially now that so many organizations are using content generators.

Any editor will tell you: it’s easier to keep errors out in the first place than to catch them after. They’ll also say: take the time to get the story right. Because nothing punches a writer in the gut more than running a correction.

Why is that? Because errors break trust and compromise professional credibility. This applies across industries and professions.

Human Error, or AI

Spotting harmful errors in high-stakes environments is a developed skill. It requires an ethical compass tuned to audience needs and societal expectations. It means asking uncomfortable questions, and checking yourself at the door. This is where communicators and editors still lead, with empathy and accuracy as standard practice. AI can’t tell when a phrase stereotypes, when a photo misrepresents, or when a claim lacks a credible source. Not unless you ask it to check its own sources, look for bias, and suggest inclusive language (which I would encourage).

Who’s Telling Whose Story

Let’s look at an example of a sentence that might be used to promote a government-funded cultural storytelling initiative (this example is fictional).

Here’s a version that falls short:

“Our government’s engagement program empowers local communities to share their stories through modern digital platforms.”

At first glance, it might sound OK to an outside audience. But:

• First, the government appears to be the main actor, rather than the community itself.
• Because of this, “empowers” feels paternalistic, implying one group is giving another permission or authority.
• And, “modern” might suggest the community’s traditions are outdated or less valuable.
  

A clear and more accurate version could say:

“These storytelling workshops were co-created with community partners to support knowledge-sharing in ways that respect cultural practices and ensure digital ownership of all information gathered.”

This phrasing restores context, collaboration, and respect. It also gives more detailed, specific information, leading to a better story.

Be Credible, Build Trust

Here are some questions to ask yourself when editing for error-free, inclusive content. These concepts apply for simple short form writing, like emails and social media posts, as well as long form work like speeches, reports and website copy.

• Context: Are you familiar enough with the subject to understand related nuances? Would a review from someone closer to the issue increase accuracy or add perspective? Is your work accessible to the full range of demographics in your potential audience?
• Attribution: Who are the main characters in your content, and is credit given to the right people? If you’re using AI references or paraphrased information, did you confirm it’s accurate and properly attributed?
• Consent: If you are representing a group or audience, are they aware of and comfortable with your content? Are any quotes, photos, or stories shared for this specific project?
• Sensitivity: Does story framing or points of view in your content “other” any group? Would the people or places mentioned in your content feel seen and fairly represented?
• Authority: Are you, your organization, or sources credible and reliable narrators? As a whole, does your information tell a balanced story?

Final Word

Content moves fast, but building trust takes time. And it takes even longer to rebuild trust once it’s lost. When your content is accurate, inclusive, and transparent, audiences will feel seen and engaged. That trust becomes the foundation for future storytelling.