Everyone likes a good joke. But in the media business, the stakes are simply too high - and a mistake too easily made - for any staff to tolerate such foolishness.

In early January, officials at Ohio State University apologized after it was discovered that a section of the university-produced media guide featuring prominent OSU graduates erroneously captioned a photograph of comedian Richard Lewis as �actor, writer, comedian, drunk.�

OSU officials explained that the caption was an �unintentional mistake� on the part of its editor, who they said added the word �drunk� to a draft of the guide in �a foolish and thoughtless moment of humor.�

The guide was sent to thousands of reporters and alumni last fall.

Lewis, a 1969 OSU graduate, has appeared in public service spots on the problem of binge drinking on campuses and starred in the 1997 film Drunks about an alcoholic�s effort to achieve sobriety.

Every time I hear a tale like this I cringe. And I hear them way too often. A couple of years ago, Virginia Tech�s student newspaper spent lots of time and money defending against a lawsuit brought by a school employee unhappy with a �joke caption� that identified her as the �Director of Butt-Licking.�

In all cases, the scenario is pretty much the same. A staffer, hoping to lighten things up in the newsroom, includes his �joke� in copy sent to the editor, maybe even including a note to remove the material. Unfortunately, in the madhouse that can be deadline night, the copy is missed or the uncorrected version of the story is imported into the layout program. In the rush to make it to the printer, it�s also missed during the final proofread.

Everyone likes a good joke. But in the media business, the stakes are simply too high - and a mistake too easily made - for any staff to tolerate such foolishness.

Staffs should be instructed that no copy should ever be inserted into a story on the production line unless the writer intends for that copy to actually be published. Most editors have enough rough copy to correct and edit without being given intentional blunders. Moreover, as student media move online, less time is available for catching and fixing the funny stuff.

On a related note, staffs should also develop a uniform system for maintaining computer story files. There is a big risk these days - with networked computers, automatic backup systems and the like - in having multiple versions of a story floating around. There is seldom a compelling reason for keeping a computerized version of an old story draft and a policy requiring the immediate deletion of such files can save much confusion and headache. And a legal black eye.

As for Richard Lewis, let�s hope - for OSU�s sake - that he takes �jokes� as well as he delivers them.

Visit the Student Press Law Center online at http://www.splc.org.