It also requires adherence to practices most likely to serve the public need. The Society of Professional Journalists adopts this Code of Ethics to declare the Society's principles and standards of practice. Truth-telling and accuracy are absolute requirements. Recognize that many sources may provide self-serving and misleading information. Exercise care to avoid inadvertent inaccuracy.
Deliberate distortion is never permissible.
Use undercover or other deceptive methods of gathering information only in circumstances where information vital to the public cannot be obtained by traditional methods, and only if they are explained at the time of publication. Endeavor to ensure that quotations accurately reflect what the speaker said and that photo images, graphics and headlines are consistent with the other journalistic content. Distinguish and separate news reports and advertising, and avoid misleading the public when opinion or re-enactment is part of a story. Afford organizations or individuals an opportunity to respond to charges made against them. Make prompt and complete correction of errors.