Centerville Media Associates

Helping Mass Media Make Change

Preamble
We, as members of Centerville Media Associates, believe that economic growth is dependent on the public, and the businesses they uphold. Our duty as consultants is to be a constructive force in the support, and growth of these businesses. We recognize an obligation, not only to our clients, but to the public, the media they employ, and to each other. We strive to exceed ethical standards while continuing to operate within the framework of competition. We recognize that keen and vigorous competition, honestly conducted, is necessary to the growth and the health of American business. It is this degree of competition that we as consultants will advise and encourage, while doing so in an ethical manner.

Client Protection
Serve clients to the highest respect, with integrity and competence. Make sure client information is confidential and only use client information with the clients permission. Dont allow conflicts of interest that provide a competitive advantage to one client through use of confidential information of another client.

Be Honest and Transparent in Communications

Mass media and advertising consultants should be honest and fair while providing information to clients, as well as the public. Mass media consultants should: Keep promises. Test the accuracy of information from all sources and exercise care to avoid inadvertent error. Deliberate distortion is never permissible. Diligently seek out subjects and means of promotion that are tasteful, while upholding moral standards. Identify sources. Make certain that headlines, teases and promotional material, photos, video, audio, graphics, sound bites, and quotations do not misrepresent. Avoid undercover or other surreptitious methods of gathering information. Never plagiarize. Avoid stereotyping by race, gender, age, religion, ethnicity, geography, sexual orientation, disability, physical appearance, or social status. Distinguish advertising from news and shun hybrids that blur the lines between the two. Recognize a special obligation to ensure that the publics business is conducted in the open.

2452 Main St. Centerville, Washington 99122 555.543.5432 phone 555.543.5433 fax www.centervillemediaassociates.com

Information used in creating this Code of Ethics was borrowed from the Society of Professional Journalists Code of Ethics and the Standards of Practice of the American Association of Advertising Agencies.

Centerville Media Associates

Helping Mass Media Make Change

Minimize Harm
Ethical mass media consultants treat sources, subjects, colleagues, and competition as human beings deserving of respect. Mass media consultants should: Show good taste. Avoid pandering to lurid curiosity. Show compassion for those who may be affected adversely by promotional activity. Use special sensitivity when dealing with children and inexperienced sources or subjects. Be sensitive when seeking or using interviews or photographs of those affected by tragedy or grief. Recognize that gathering and reporting information may cause harm or discomfort. Advertising is not a license for arrogance. Recognize that private people have a greater right to control information about themselves than do public officials and others who seek power, influence, or attention. Only an overriding public need can justify intrusion into anyones privacy.

Act Independently
Mass media consultants should be free of obligation to any interest other than tasteful economic expansion. Mass media consultants should: Avoid conflicts of interest, real or perceived. Remain free of associations and activities that may compromise integrity or damage credibility. Disclose unavoidable conflicts.

Be Accountable
Mass media consultants are accountable to their readers, listeners, viewers, clients, and each other. Mass media consultants should: Admit mistakes and correct them promptly. Clarify and explain coverage and invite dialogue with the public over promotional conduct. Encourage the public to voice grievances against the media, and its consultants. Abide by the same high standards to which they hold others.

2452 Main St. Centerville, Washington 99122 555.543.5432 phone 555.543.5433 fax www.centervillemediaassociates.com

Information used in creating this Code of Ethics was borrowed from the Society of Professional Journalists Code of Ethics and the Standards of Practice of the American Association of Advertising Agencies.