What is the primary role of an ombudsman in a news organization?

The primary role of an ombudsman in a news organization is to represent and convey the audience's point of view. This position serves as a liaison between the public and the media outlet, ensuring that the concerns, feedback, and opinions of the audience are acknowledged and addressed. The ombudsman often critiques the coverage provided by the news organization, raising awareness about issues that may affect the audience's trust and engagement. This role reinforces accountability and transparency, making sure that the media remains responsive to the needs and expectations of the community it serves.

In contrast, providing legal advice regarding ethical issues is typically the responsibility of legal counsel within the organization and not the ombudsman. Editing content is a function performed by editors who focus on the accuracy and quality of reporting, rather than audience representation. Creating promotional material is more aligned with marketing or public relations roles within the organization, aimed at promoting the news outlet rather than ensuring that audience perspectives are integrated into the news coverage.