For example, American culture respects ideals such as tolerance, compassion, loyalty, forgiveness, peace, justice, fairness, and respect for persons. In addition to these human ideals are institutional or organizational ideals, such as profit, efficiency, productivity, quality, and stability. Principles are those guidelines we derive from values and ideals and are precursors to codified rules. The ideals, values, and principles of the media will differ according to the differing goals and loyalties of each. There is some common ground.
Truth telling is an ideal agreed upon by all mass media.
On the other hand, objectivity would be an acceptable ideal for journalism all the time, but only in rare cases for advertising and public relations. Freedom of speech is not only an ideal, but also a value. When we begin to establish principles, we are committing ourselves to a course of action based on our values and ideals. When we act ethically, we typically act on principle. Principle can serve as a guideline for ethical action.