Home > Reading Notes - COMM 2322 > A Dose of Media Ethics

A Dose of Media Ethics

Reading Notes #4 – COMM 2322

Chapter 3 in Public Relations: Strategies and Tactics stresses the need for professionalism and ethics in every part of our career and our lives as well.

Professionalism is a key value to hold true in all careers and it is especially important to journalists as they pair it with strong ethics to carry them through the tough decision making on the fly.

Everyone has different morals and values; 3 value orientations are absolute, existential and situational.

It is imperative that all of the media personnel know and are able to use the Four-Way Test, which asks four pertinent questions about the information so that one can determine if it should be published and if it would be successful.

Those questions include whether the story is truth, if it will benefit the public and those involved and if it will better the friendships.

All of these questions will filter the type of stories that are given public attention; this also encourages professionalism within the industry.


  • Advocacy
  • Honesty
  • Expertise
  • Independence
  • Loyalty
  • Fairness
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