The media, as a monitor of the electoral process, can incorporate integrity into its coverage and reporting of news events, the campaign and the candidates. The voters rely on the media for the transmission of information and on the media's analysis of that information. As a result, the media has a responsibility to report on the news honestly, fairly and accurately.
The following are principles of ethical behaviour by the press. These are usually incorporated into a code of conduct that forms part of the employment contract for journalists and editors with their newspaper or broadcasting company. The principles listed below are organized following the principles of the Code of Ethics for Journalists (US) 290 but incorporate elements from other codes, including Principles of Ethical Conduct for Newsrooms (US) and the Press Code of Ethics (Associated Press).
Seek the Truth and Report It
- be a watchdog of the political and electoral process;
- ensure accurate, balanced and impartial coverage of the news. Make sure the news content is factually accurate, complete, relevant and in context;
- do not make assumptions. Check out stories, and make a good faith effort to get comments from the person or organization involved before publication;
- seek solutions as well as exposing problems and corruption;
- use neutral words for impartial, dispassionate reporting. Be careful with technical terms, statistics, crowd estimates and poll results. Be careful with headlines and make sure they reflect facts of story;
- avoid inflaming emotions over controversial issues through impassioned handling of controversial issues;
- label opinions and personal interpretations as such, and limit opinions and editorials to the editorial and opinion pages;
- label advertising clearly so it is not confused with the news; and
- be honest and fair in the way the news is gathered, reported and presented. Do not lie or fabricate. Do not pretend to be a policeman, public official or anything other than a journalist in pursing a story. Do not plagiarize. Do not alter photographs or graphics to mislead the public.
Minimize Harm
- be transparent and honest with the reader;
- act honourably and ethically in dealing with new sources, public and colleagues;
- do not expose the private life of a private citizen without reason;
- be sensitive when interviewing and recognize that gathering news can cause harm or discomfort;
- respect the rights of persons involved in the news. Observe common standards of decency, and treat people with dignity, respect and compassion; and
- balance the right of the accused to a fair trial with the public's right to know.
Act Independently
- avoid conflict of interest, or the perception of conflict of interest by accepting gifts, favours or other things of monetary value from those being covered by the paper, newsmakers, politicians, other journalists;
- avoid being influenced by advertisers on the content of your reporting;
- don't give favourable rates to one for political advertising and not to another; and
- don't give money for sources or stories.
Be Accountable
- be accountable to the public for the fairness and accuracy of what you write. Correct mistakes promptly. Take responsibility for decisions and consider the possible consequences of your actions;
- honour pledges of confidentiality to a news source, otherwise identify sources of information; and
- be accountable for how you behave and in how you collect the news. Obey the laws and the standards of ethical journalism.
Ethics for Editors
Editors determine which news stories will be published, where they will be placed in the paper, and when they will be run. They have a special responsibility as the gatekeeper of the news to make sure the stories are accurate, balanced and relevant.
Some of the special ethical practices for editors identified in the Gannett Newspaper Division Principles of Ethical Conduct for Editors are:
- take special care to understand the facts and context of the story;
- guard against assumptions and preconceived notions -including your own;
- ensure you have enough time and resources for sound editing. Nothing should be printed that has not been reviewed by someone else;
- heed your 'gut instinct.' Don't publish a story if it doesn't feel right. Check it further;
- consider what may be missing from the story;
- beware of stories that reach conclusions based on speculation or a pattern of facts;
- protect against being manipulated by advocates and special interests;
- consider these questions: How do you know? How can you be sure? Where is the evidence? Who is the source? How does s/he know? What is the supporting documentation?
- don't be stampeded by deadlines, unrealistic competitive concerns or peer pressure. 291
