When I was a journalist years ago, the gold standard was to have at least two verified sources for every story. And we were told to double that number of verified sources for anything which was highly contentious.
Those are VERIFIED sources -- real people, which say the same thing, at different times and places, so to validate the authenticity of the content of a story.
We'd never run with a story until we got those verified sources. No sources, no story. Period.
Doesn't matter how juicy the piece, that was just part of the art of putting together quality news stories for major daily newspapers, television and radio stations.
As wealthy as the folks that owned the press were, they didn't want the hassles of a defamation suit, and the bad press that goes alone with having a media outlet defending a story they couldn’t prove.
Aside from the legal and quality issues, there is a deeper more fundamental reason for having at least two sources backing up everything in a news story.
Power.
We see this in Toronto, Canada, where The Toronto Star is trying to oust Mayor Rob Ford from his publicly elected office.
No, they aren't calling for an election backed by qualified sources in a traditional old school quantifiable news story.
They are relying on shoddy unverified information from drug dealers that have long since vanished.
They picked up a story from tabloid website Gawker.com that claimed to have seen an iPhone-shot video of Toronto Mayor Rob Ford smoking crack cocaine, and ran with the story before actually verifying it.
Neither trash-talking Gawker.com nor the just as foul-mouthed Toronto Star named anyone to validate their crazy claims. Instead, the nameless "sources" were bribing the media, offering up their poorly shot mobile phone video for over a million dollars.
They must be trustworthy sorts -- I mean, they aren't like drug dealers or anything.
Oh -- wait -- they were.
Once one of Canada's largest circulation daily newspapers, now one of the many print publications struggling to retain readers in the age of the Internet and digital media, The Toronto Star ran with the controversial story despite the quality of their unverified sources.
Print newspapers have been dying a slow painful death, and this story maybe just what the editors needed to inject new life into a dying business. The Toronto Star last month laid off a handful of staff across all divisions and departments due to declining revenues, as they “restructured.”
Naturally, the vulture-like media picked up the unverified story, and that left Toronto's controversial mayor in the hot seat once again.
Now, Toronto Mayor Rob Ford has had major problems dealing with the media. I don't know where he finds his media advisors, or whether or not he's just too pig-headed stubborn to follow their instructions, but he's never handled good or bad press well.
He's rude, brutish, and very short tempered with the media.
His last press conference started with a public apology to the media, for calling them names. And he and his brother have not been silent in their distaste for the media.
And his tactics in dealing with the press have usually been to duck and avoid by hiding from the media, which one never does.
Remember, journalists are like vultures, they will hunt you down until the end of time.
The smart thing to do is to face the cameras, and answer the questions, deflect the questions, use political doublespeak, anything, just don't hide.
But hide is what Rob Ford did when the story about him allegedly smoking crack broke.
And ever since then, the Toronto media has been using his silence as a confession of guilt -- remember none of the original sources behind the story were verified -- and running stories about he and his family’s drug-filled past.
Another large Canadian newspaper, The Globe and Mail, ran another unsubstantiated story, claiming Mayor Rob Ford's brother, fellow city councillor Doug Ford, actually dealt drugs when he was a kid.
Again, the Globe and Mail, like the Toronto Star, didn't name any of their sources.
Again the business of running Canada's largest city was put on hold, while the battle between the local press and the local politicians continued.
Meanwhile, the rest of the world is frowning down on Toronto, shaking their heads in disbelief, as this story played out internationally on all major global news services.
American late night talk show host Jimmy Kimmel and political humorist John Stewart even poked fun of the whole thing on their internationally syndicated shows.
And again, all of this because of a long-standing feud between The Toronto Star and Rob Ford. The national Toronto-based newspaper has had it in for Rob Ford long before he became the city's top politician, just read their coverage of him while he was a councillor.
And again, all of this over a controversial story, with unverified sources.
Sources that have since the international media attention have long fled. You'd flee too if you were a known felon, and the press wanted to interview you.
Or maybe the whole thing was made up, a fiction, a bunch of lies.
We'll never know if the video was created by drug dealers just to make a buck, or even if the story was just created by Gawker.com, The Toronto Star, or someone else, just because they had nothing else better to do.
That's what happens when you use unverified sources. The truth may be out there, but we'll never know it for sure.
As Toronto council struggles to run the city despite the enormous negative attention from all of this, now rallies are being held to oust the mayor.
Just yesterday, the largest rally was held at City Hall, where a couple of hundred people showed up calling for Rob Ford's resignation.
Looks like the Toronto media is winning the battle, as they apparently want Toronto's mayor gone.
But the city, and the country as whole are losing, as we Canucks are becoming an international joke by all the negative media attention.
And the trust we've instilled in the media is also at a major loss, because if the media can go after one person without any justified quantified and verified sources, and destroy that person's public image, career and family reputation -- just imagine what they can do to you?
Or you.
Or anyone else they just don't like.
That's power.
And it's a very dangerous abuse of power at that.