Is it time for you to revisit your publication's ethics code? Which principles are most important in today's publishing world?

By Denise Gable

Google the term "editorial integrity" and you'll see that it's a topic of current interest. A number of broadcasters are making statements about their own practices. We readily found WFYI (Indianapolis), KETR (Texas A&M University–Commerce), and WKU Public Radio (Western Kentucky University) touting their own codes of ethics. Interestingly, these are all public broadcasters. Meanwhile, on the publishing side, Folio magazine bemoans, "Separation of Church and State Is (Mostly) Dead in Media, Execs Say."

Well, maybe -- or maybe not.

Recently we came across the code of ethics for Mint, an Indian financial print daily with an online version at livemint.com. Its code offers EO readers a number of points worth considering. Here is an excerpt:

"The central premise of this code is that Mint's reputation for quality products and services, for business integrity, and for the independence and integrity of our publications, services and products is the heart and soul of our enterprise. Put another way, it is an essential prerequisite for success in the news and information business that our customers believe us to be telling them the truth. If we are not telling them the truth -- or even if they, for any valid reason, believe that we are not -- then Mint cannot prosper. The company will suffer, for example, if our customers cannot assume that:

"--Our facts are accurate and fairly presented;
"--Our analyses represent our best independent judgments rather than our preferences, or those of our sources, advertisers or information providers;
"--Our opinions represent only our own editorial philosophies; or
"--There are no hidden agendas in any of our journalistic undertakings.
"--All companies profess business integrity. But the impact of our work on the work of others, and on their lives and fortunes, places special responsibilities upon all Mint employees.

"The clear implication of these beliefs is that the responsibility for safeguarding and growing a company that lives up to this code lies with each and every one of us. Every Mint employee holds a position of trust. Acceptance of a position at any level or in any part of Mint includes acceptance of individual responsibility to uphold Mint policies governing legal and ethical business practices. It also includes acceptance of individual responsibility for following all legal requirements and ethical business practices, as well as the responsibility to stress proper ethical behavior among colleagues and subordinates.

"Moreover, it must be clear to each of us that business integrity is necessary in every business decision -- and that it is not the special province of news employees, or members of the legal department, or anyone else. Business integrity requires that we make all of our business decisions, and approach all business questions, objectively and realistically, and in the long-term best interests of all of our shareholders.

"Editors, by virtue of their positions of authority, must be ethical role models for all employees. An important part of an editor's leadership responsibility is to exhibit the highest standards of integrity in all dealings with employees, customers and the world at large. Editors must avoid even implicit or unspoken approval of any actions that may be damaging to the reputation of [parent company] HT Media, and must always exercise sound business judgment in the performance of their duties.

"An equally important leadership responsibility is to develop employees' commitment to our principles and ability to make sound ethical judgments. Editors must communicate the seriousness of the company's expectations of ethical conduct, as well as their own personal support for these guidelines. Ethical leadership includes fostering a working environment that encourages employees to voice concerns or otherwise seek assistance or counsel if faced with potentially compromising situations, and also supporting those who raise such concerns."

Native Advertising?

Another publication that subscribes to the Mint code is Singapore-based Career Tsunami. It covers transformational issues in the workplace associated with new technologies and related business changes. Its code adds:

"The age-old tenets of journalism still hold true. This is especially relevant on the internet where anyone can be a publisher, and the line between who is a journalist and who is not is blurring.

"Branded content or native advertising is commonplace in digital journalism and Career Tsunami intends to pursue such opportunities. Our journalists will never be involved in creating such content and we will make sure to label clearly such content so that readers know that it is sponsored content. They may be labeled as sponsored feature, advertorial, advertisement, marketing feature, or the like. We will not allow advertising to disguise itself as newsroom-originated, editorial content.

"From time to time, our editorial staff may get advance access to products, services, websites, features, and apps before they are publicly available for the purposes of evaluation for potential coverage. Advance access, and access in general, is not a guarantee of coverage or the tone of coverage. Moreover, the timing of any coverage we do is not influenced by any company we cover. Periodically, however, we may negotiate the timing with a company on a case-by-case basis if it makes sense editorially."

Do You Have a Code?

Editorial Solutions president Howard Rauch recently emphasized that it may be time for editors to create their own respective codes of ethics. He says,

"You've probably read recent reports about Church & State philosophy's imminent demise. Supposedly hastening this development has been a movement towards increased editorial staff involvement in marketing activity.

"While this may probably please your sales team, impact on editorial ethical practice remains unclear. Over the years, stern adherence to C&S principles probably has softened.

"In fact, several years back while serving as ASBPE's ethics committee chairman, I sensed the wisdom of adopting a more favorable disposition towards senior editor participation in sponsored content projects as well as accompanying our sales team on selected advertiser calls. It also suggested as beneficial creating an additional ethics code totally devoted to marketing matters.

"That hasn't happened yet, but perhaps its time is coming soon. One logical option, of course, is creation of your own in-house ethics code that supplements ASBPE's excellent national code.

"Then there are many who believe further modification of the existing code would be sufficient. The jury is still out. Where agreement seems to exist among editors is recognition of the need to build a strong relationship with their marketing colleagues."

Note: You can see the ASBPE code here.

Denise Gable is managing editor of Editors Only.

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