This is also a reason why it is absolutely necessary to pursue all avenues of information in order to be as accurate as possible in reporting. I do believe that the actions described above are within the ethical framework of media reporting. The newspaper's first obligation is to its readership and to society at large. If the motor company has nothing to hide in terms of its actions, it should be willing not only to provide investigative proof, but also permission to publish the story. As a matter of trust and ethical reporting, it is therefore in the newspaper's best interest to investigate further and publish the story as truthfully and objectively as possible. If this means losing a large partner in advertising revenues, the disadvantage is financial, but the credibility of the paper remains intact. Pursuing the story could indeed eventually be financially advantageous for the newspaper, as honest places of business will be attracted to the Herald's advertising pool. If the case then has further repercussions, such as court cases and further settlements with the employee, the Herald is free to pursue these stories on the basis of the first report.

Regarding ethical issues, there are 33 codes governing publishing and reporting in the media (Steele & Black, 1999). The most important and most often addressed of these codes is the fact that the reporting media should be a source of news and information rather than a politically or financially driven enterprise. Politicians and revenue contributors should therefore take a subordinate position to the audience and readership of the media.

If the dismissed employee therefore goes to the media with his story, it is the obligation of the paper or television crew to launch and investigation to substantiate the story. Pursuing the story merely on the merit of its sensationalist content would be unethical, although it would draw a greater audience. Once again, the interest of the audience and readership is of primary importance. It is therefore important that news teams, consisting of editors,...

work together to provide the best in quality and most timely news items possible. To cover up a story for the interest of a large business partner is then also unethical.
Furthermore it is important that codes of ethics be redrafted and discussed by all involved parties on a regular basis. This will help all persons involved in reporting to understand the codes and the associated obligations. The reporter mentioned above therefore acted as part of a team by bringing the matter to the editor before proceeding with the investigation or the report itself. Although time is of the essence in such a case, it is still important to pursue all avenues of investigation to verify all the facts. Not publishing the truth, even by mistake, can seriously harm a newspaper's credibility in the public eye.

Central to the 33 codes of ethics in media reporting is credibility. Researching is therefore an integrated and most important part of reporting. Another central point is non-partiality and truthful reporting, regardless of political or financial interest. In the case above, threats by the motor company should not take precedence over the right of the public to know the truth, or the right of the dismissed employee to be heard.

If the code of ethics is not followed by an employee, there are several steps that can be taken against him or her. The seriousness of the offence is first to be taken into account, and an investigation into allegations to be launched. If the offence is not very serious, mild disciplinary action such as an apology to any parties involved or a brief suspension period may occur. If the offence is more serious, an employee might be dismissed.

Sources

Ha, Tran. (2001). Journey Through the "Ethical Minefield." The Poynter Institute. http://usinfo.state.gov/journals/itgic/0401/ijge/gj04.htm

Steele, Robert & Black, J. (1999). Media Ethics Codes and Beyond. American Society of Newspaper Editors. http://usinfo.state.gov/journals/itgic/0401/ijge/gj09.htm