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.
Identify sources whenever feasible. Always question sources' motives before promising anonymity. Never distort the content of news photos or video. Avoid misleading re-enactments or staged news events. Use of such methods should be explained as part of the story.