These are slides for a class on updating communication ethics codes. Here's a blog post with some points and links related to the class: https://stevebuttry.wordpress.com/2015/11/19/slides-and-links-on-mass-communication-codes-of-ethics/

1. Updating Media
Ethics Codes
Steve Buttry
November 19, 2015

2. Timeless ethical values
• Accuracy
• Correcting errors
• Separation (ads & news, facts & opinion)
• Don’t plagiarize
• Fairness
• Attribution

4. Updating ethical values
• Accuracy (unfolding story)
• Correcting errors (NYT disagreement)
• Separation (POV journalism, native ads)
• Don’t plagiarize (Fareed Zakaria)
• Fairness (he-said-she-said stories)
• Attribution (linking)

6. Varying ethical values
• Unnamed sources
• Sensational & graphic photos & videos
• Independence (PR vs. journalism)
• Independent vs. involved
• Point-of-view journalism vs. detached
• Objective vs. personal

8. • Advocacy
• Honesty
• Expertise
• Independence
• Loyalty
• Fairness
Key PR principles
Public Relations Society of America Code of
Ethics (last updated 2000):

11. Key advertising principles
Institute for Advertising Ethics, updated
2011:
• Truth (legal as well as ethical issue)
• Personal ethics
• Distinguish ads from news, entertainment
• Disclose conditions of endorsements
• Treat consumers fairly

12. Key advertising principles
Institute for Advertising Ethics, updated
2011:
• Protect privacy in marketing
communications
• Follow federal, state & local advertising
laws & industry self-regulation
• Discuss ethical issues privately

13. Principle 3
“Advertisers should clearly distinguish
advertising, public relations and corporate
communications from news and editorial
content and entertainment, both online
and offline.”

14. Product placement
No mention in 11-page ad code of ethics,
but …

22. Ad ethics code
11 pages, no mentions of “native
advertising,” “sponsored content,” “brand
journalism.” Just this:

23. Political Communication
• Not a single profession but segments of
multiple professions
• PRSA code applies to political PR
• Advertising code applies to political ads
• Journalism codes apply to political
journalism
• Government ethics codes apply

24. How are ethics enforced?
• Some ethics are a matter of law
• Violations of company ethics can be
grounds for firing
• Public shaming
• Private shaming
• Independent investigation
• News councils

25. Accountable Journalism started 2002,
RJI & EJN updated database in 2015

27. Key journalism principles
Society of Professional Journalists Code of
Ethics (updated fall 2014):
• Seek truth and report it
• Minimize harm
• Act independently
• Be accountable and transparent

29. Poynter Institute
Guiding Principles
for the Journalist,
updated 2013

30. Poynter Guiding Principles
• Seek truth and report it as fully as
possible
• Be transparent
• Engage community as an end, rather
than as a means

31. Poynter on independence
“Clearly articulate your journalistic approach,
whether you strive for independence or
approach information from a political or philo-
sophical point of view. Describe how your
point of view impacts the information you
report, including how you select the topics you
cover and the sources that inform your work.”

33. Radio Television Digital News Association,
Updated June 2015

34. “The RTDNA Code of Ethics does not
dictate what journalists should do in
every ethical predicament; rather it
offers resources to help journalists
make better ethical decisions – on and
off the job – for themselves and for
the communities they serve.”

35. RTDNA core principles
• Truth and accuracy above all
• Independence and transparency
• Accountability for consequences

36. RTDNA on independence
“Editorial independence may be a more ambitious
goal today than ever before. Media companies,
even if not-for-profit, have commercial, competitive
and other interests – both internal and external --
from which the journalists they employ cannot be
entirely shielded. Still, independence from
influences that conflict with public interest remains
an essential ideal of journalism. Transparency
provides the public with the means to assess
credibility and to determine who deserves trust.”

37. RTDNA on accuracy
“Trending,” “going viral” or “exploding on
social media” may increase urgency, but
these phenomena only heighten the need
for strict standards of accuracy.

38. RTDNA on transparency
Disclosure, while critical, does not justify
the exclusion of perspectives and
information that are important to the
audience’s understanding of issues.

39. J-Lab, Scott Rosenberg,
Published 2011

40. National
Summit
to Fight
Plagiarism
& Fabrication,
published 2013

41. European
Journalism
Centre,
published 2014

42. European
Journalism
Centre,
published 2015

43. Online News Association,
released in beta, September 2015

45. BYO Ethics Fundamentals
• Telling the truth (accuracy, diversity of
voices, context, reliable sources, correct
errors …)
• Conflicts of interests (avoid, disclose …)
• Community (respect, consider impact …)
• Professional conduct (don’t plagiarize,
keep promises …)

47. BYO Ethics Code issues

49. Bob Steele’s 10 questions
1. What do I know? What do I need to know?
2. What is my journalistic purpose?
3. What are my ethical concerns?
4. What policies and professional guidelines
should I consider?
5. How can I include other people, with
different perspectives and diverse ideas, in
the decision-making process?

50. 6. Who are the stakeholders? What are their
motivations? Which are legitimate?
7. What if the roles were reversed? How would I
feel if I were in the shoes of one of the
stakeholders?
8. What are the possible consequences of my
actions?
9. What are my alternatives to maximize my truth-
telling responsibility and minimize harm?
10.Can I clearly and fully justify my thinking and my
decision?
Bob Steele’s 10 questions

51. Next semester
Manship School will host American Press
Institute fact-checking boot camp. Watch
for news about date and details.