The duty of the journalist is to further those ends by seeking truth and providing a fair and comprehensive account of events and issues. Conscientious journalists from all media and specialties strive to serve the public with thoroughness and honesty. Professional integrity is the cornerstone of a journalist's credibility. Members of the Society share a dedication to ethical behavior and adopt this code to declare the Society's principles and standards of practice. Journalists should be honest, fair and courageous in gathering, reporting and interpreting information.
Deliberate distortion is never permissible.
Diligently seek out subjects of news stories to give them the opportunity to respond to allegations of wrongdoing. Identify sources whenever feasible. The public is entitled to as much information as possible on sources' reliability. Always question sources' motives before promising anonymity. Clarify conditions attached to any promise made in exchange for information.