Spring 2002 - Marketing Dimensions from Traymore Marketing

	Spring 2002

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Ethical Obligations in Journalism:
You Do Have a Choice

by Hally Jackson, Public Relations Specialist, Traymore Marketing
Being a good writer means more than mastering the fundamentals. It is the ability to work within the law and follow high professional standards. Remember, the written word, which is powerful enough to influence masses, if abused can be very detrimental.

During your career you will use information and materials from a variety of sources. Hence, you must understand what separates fair use and copy infringement. Fair use includes news reporting, teaching, purposes of criticism, comment, scholarship and research. When you quote from a copyrighted book or article, remember to credit the author or source. Oftentimes you just need to seek permission. Using a paragraph from a 1,000-word article is acceptable, but using several paragraphs may be a copyright infringement if permission is not granted. Even if the content in a paragraph is almost the same, this may also constitute a copyright infringement or plagiarism, a form of theft.

Do you ever stop and analyze the business decisions you make? For example, does your decision involve possible libel or slander? This is any statement that is false about a person that is broadcasted or printed. Additionally, slander can bring ridicule or public hatred upon a person or inflict injury on his or her occupation. Are you passing off someone's work as your own? The copyright law is set up to secure all the benefits of the original material for the creator. This lasts for the life of the author plus an additional 50 years. Remember that copyrights apply not only to written words but to plays, musical works, illustrations, motion pictures, graphics, sound recordings, and dances.

Protect Yourself

Understanding legal ethics in journalism can save you and your company from costly litigation and a damaged reputation.

In Public Relations Writing and Media Techniques, Dennis Wilcox explains that professionals should not only understand the legal concepts of writing, but his/her own ethical responsibilities. For example, an employee is a direct representation of an organization. They can and will be held personally liable for any statements that cause defamation or violate the guidelines of state or federal regulatory agencies. Furthermore, legal actions usually target top officials of an organization, but you can be named co-defendant. Protect yourself and make sure your facts are accurate. In a court situation, you have to prove that you made a reasonable effort to verify information.

Avoid the following pitfalls:

Establishing an organization whose real identity is concealed.

Counseling a policy to accomplish an illegal action.

Involving yourself in an illegal action.

Distributing information that a court or regulatory agency finds misleading, untrue or damaging. (Wilcox, 33)

Being aware of these ethical guidelines will help ensure a successful career, corporation and self-image. "It takes a lifetime to build a reputation and only seconds to lose it." (Hennes/Haslett & Associates)

Wilcox, Dennis L. and Nolte, Lawrence W. Public Relations Writing & Media Techniques. United States: Addison-Wesley Educational Publishers Inc., 1997.

For additional writing sources please reference the following:

Hacker, Diana. A Writer's Reference. Boston:
Bedford Books of St. Martin's Press, 1995.

Aaron, Jane E. The Little, Brown Compact Handbook. New York:
Harper Collins College Publishers, 1995.

Brooks, Brian S., James L. Pinson and Jean Giddy Wilson.
Working with Words. New York: St. Martin's Press, 1997.

Hally Jackson is a public relations specialist with Traymore Marketing and can be reached at 330.963.3664 or HallyJackson@traymore.com.

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