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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.

 

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December 2004