I am not sure you are missing anything. I usually run the accessibility checker and change the display to document title by right clicking the error in the accessibility checker and selecting "Fix".
All of my conversions to accessible pdf require remediation, so I am in the file anyway. I could see where you might want to automate if converting in bulk, but I do not have a solution for that.
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What I have resorted to, after loading a document but before running "Accessibility" is to first change the Initial View in File Properties to "Show: Document Title". While this may seem an inconvenient step, it seems to ensure that you don't start off with the "Title - Failed" error.
Unless I do this now, every single Word-sourced document I test, even those for which the "Title" was appropriately and corrected customized, will fail the default Accessibility test.
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Apache OpenOffice.org Writer can set the "Initial View" and then "Export as PDF" with that setting.
It is also possible to use the "Action" feature of Acrobat Professional to set the Initial View for a number of files at one time.
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This is just standard behavior in a PDF exported from Word. It includes the title in the PDF, it just doesn't set the initial view setting. A super easy fix is that when you run the Acrobat Accessibility Checker and get the error. Just right-click on the error and choose Fix. Done!