Poynter’s CBS/Rather-Inspired Ethics Advice for Reporters

The Poynter Institute has created a list of suggestions to help media
avoid the kind of ethical traps that have beset CBS News Anchor
Dan Rather in the controversy about President Bush's National
Guard service documents.

Aly Colon, ethics group leader and diversity program director
at the journalism organization in St. Petersburg says that an “ethical
framework” can help reporters “better anticipate the weaknesses
— as well as the value — in stories certain to draw press and
public scrutiny.” He draws the principles in part from long-time
Poynter ethics guru, Bob Steele.

Colon wrote in his column “Charging Toward Controversy” on
September 21, 2004:
“Before you publish or air the story:
Clearly define the journalistic purpose of the story. How will
it advance what is already known and unknown?
Fully inform yourself about the information that supports — and
contradicts — the storys premise.
Include as many people in the process as possible, bringing a
variety of perspectives and ideas to the discussion.
Appoint someone to act as a contrarian in the process, a role
Steele has recommended in order to address the strength of the
coverage. Have that individual raise all the shortcomings, ques-
tions, and counterarguments about the story.
Consider all the stakeholders. What effect will the story have
on them? On others? What motivations might be involved? Are
they legitimate?
Understand the consequences of reporting the story on the news
organization. Will it enhance the news organizations credibility
or diminish it?
Be as transparent as possible in sharing the story. Be prepared
to show how the story was pursued and what steps were taken
to ensure its value and veracity.
Think about different alternatives that can help make the story
public but minimize the harm that might follow.
Search out other voices with expertise in the subject who are
not involved in the controversy. Use them as sounding
boards.
Make sure your ethical concerns are discussed and addressed
before publishing or airing the story.”

Once the story goes public, Colon suggests that reporters readily
explain how they reported and produced the piece if questions
arise. He emphasizes the need for reporters to be as “transparent”
as they so often insist newsmakers should be. He urges reporters
to identify sources and explain why some may not be identified
by name, giving the audience “as much as possible about their
backgrounds and why you used them.”

He also urges reporters to respond promptly to other reporters inquiries 
about the coverage, to “focus on the questions, not on who is raising them,” 
and to be open in explaining the pieces journalistic value.