Most of the ethical and professional issues that journalists will encounter in covering elections will be variants of what they confront in their everyday working lives. However, these issues and dilemmas may present themselves in particular ways during elections.

Examples of such professional dilemmas might include:

• Newsworthiness v. balanced coverage: News coverage is typically driven by considerations of what is distinct and therefore of particular interest in an event. Yet electors require a fair and balanced presentation of the manifestoes and agendas of the different parties (which may be far from distinct or interesting). How can the media reconcile their news function with their public service function?
• Transparency v. integrity of the election process: One of the reasons that the media play in essential role in democratic elections is that they are able to subject the election process to scrutiny and expose any malpractice. However, proper administration of an election also depends on security and confidentiality. Balancing these two elements is an issue for lawmakers and those responsible for drawing up electoral regulations. But it is also a day-to-day practical issue for journalists themselves.
• Reporting inflammatory speech: The paradox is that election campaigns are the times when politicians are most likely to express extreme and inflammatory sentiments – with the chance of these reaching large audiences. They are also the time when these are most likely to have a negative impact – but also the time when expression of differing political views is most important. The regulatory implications of this dilemma are for policymakers to resolve. For journalists the challenge is to report inflammatory political speech in a manner that is both accurate and least likely to provoke violence or fear.

Journalism is sometimes described as a profession and many journalists are proud to be considered professionals. Other journalists regard their calling as a trade rather than a profession like medicine or the law. Whatever the conclusion on this point, however, there should be agreement that the practice of journalism needs to be regulated by a professional or ethical code of conduct.

Codes of conduct may be promulgated by associations or trade unions of journalists, by media houses, individually or collectively, or by regulatory bodies. Such codes are most effective if they are the outcome of a collective process in which journalists and editors themselves participate. There are overarching codes of conduct, such as that agreed by the International Federation of Journalists. This enunciates several principles that will be relevant to journalists in election coverage:

• Accuracy.
• Impartiality.
• Honesty and resistance to corruption.
• Avoiding the use of language or sentiments that promote violence or discrimination.
• Correction of inaccurate factual reporting.

It is often good practice to develop a code of conduct that covers issues specific to elections. These might include:

• Reporting opinion poll findings.
• Reporting political rallies and other campaign events.
• Using exit polls.
• Reporting the count.