You should know how things work. It's not communication if your story is so boring that nobody reads it. If it's a story that's important, but inherently boring, your job is to find an interesting way to tell it. The challenge is in the important but deadly stories. Like science, economics, foreign relations.
Pure objectivity is impossible.
Fairness is possible. Nearly impossible to find unbiased political coverage. With the advent of the telegraph, news gathering organizations such as the Associated Press were formed. Objective writing was encouraged so the stories would appeal to a wide variety of customers. Avoid loaded words, like fortunately or unfortunately.