Commitment to Timeliness The code of the Radio-Television News Directors Association prescribes that reporters be “timely and accurate.”In practice,however,the virtue of accuracy is jeopardized when reporters rush to the air with stories.It takes time to confirm details and be accurate—and that delays stories.
Being Fair The code of the Public Relations Society of America prescribes dealing fairly with both clients and the general public.However,a persuasive message prepared on behalf lf a client is not always the same message that would be prepared on behalf of the general public.Persuasive communication is not necessarily dishonest,but how information is marshaled to create the message depends on whom the PR person is serving.
Conflict in Duties
Media ethics codes are well-intended,usually helpful guides,but they are simplistic when it comes to knotty moral questions.When media ethicians Clifford Christians,Mark Fackler and Kim Rotzoll compiled a list of five duties of mass media practitioners,some of these inherent problems became obvious.
Duty to Self Self-preservation is a basic human instinct,but is a photojournalist shirking a duty to subscribers by avoiding a dangerous combat zone?