Mission Statement
News agencies play an crucial role in providing reliable basic coverage on politics, culture, economics, sports, and society. As Switzerland's national full-service agency, Keystone-SDA forms the foundation for journalistic supply and opinion formation in Switzerland.
Keystone-SDA is independent and neutral. We do not practice opinion journalism.
Keystone-SDA offers a journalistic baseline that all Swiss media can utilize for their own reporting.
Keystone-SDA reports from 12 regional offices Throughout Switzerland in three national languages.
Keystone-SDA is Switzerland's multimedia, trilingual news agency. We supply Swiss media with high-quality, fact-based, and thematically comprehensive information from all regions, making a substantial contribution to Switzerland's basic news supply. We leverage technological innovations to further advance our offerings and drive industry-wide digitalization. Additionally, we provide companies, authorities, and other organizations with multimedia content and customized communication solutions.
We deliver our services to the highest quality standards, consistently aligned with our customers' needs. Our goal is to place the news agency on a solid economic footing long-term while ensuring and safeguarding the independence of our editorial work at all times.
The Keystone-SDA editorial team adheres to the core journalistic principles of independence, accuracy, and diversity.
To fulfill its publishing responsibility, various internal quality assurance measures are in place. Keystone-SDA’s media-ethics and professional standards are documented in a comprehensive handbook, committing the agency to high-quality, responsible journalism. This includes particularly strict verification practices for published information before publication to prevent the spread of misinformation.
Quality Control & Content Review
All editorial content and formats undergo rigorous pre-publication review. An established internal critique process exists within the newsroom, featuring regular feedback from supervisors as well as detailed performance evaluations during annual staff reviews. A weekly internal blog critically examines journalistic issues, with the editorial leadership addressing specific questions, points of critique, and quality assurance measures shared across the entire team.
Handling Artificial Intelligence
The growing use of artificial intelligence presents additional challenges to the trustworthiness and quality of news. Keystone-SDA approaches this technology with openness while recognizing its challenges. Early on, we developed and published guidelines for its responsible use.