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ABOUT THE EDITORS \\ ABOUT THE CONTRIBUTORS \\ PREFACE \\ INTRODUCTION \\ SECTION I- FOUNDATIONS \\ CHAPTER 1- TOOLS FOR ETHICAL DECISION MAKINGLee Anne Peck \\ Terms to Know \\ Codes for the Media Professions \\ Philosophical Theories \\ Socrates \\ Plato \\ Aristotle’s Virtue Ethics \\ Kant’s Duty-Based Ethics \\ Utilitarianism and J. S. Mill’s Principle of Utility \\ Ross’ Prima Facie and Actual Duties \\ John Rawls’ Veil of Ignorance \\ Sissela Bok’s Test of Publicity \\ An Ethics of Care \\ Ethical Decision Making and Religion \\ Concluding Thoughts \\ Bibliography \\ CHAPTER 2- THE MORALLY DEVELOPED MEDIA PROFESSIONALDeni Elliott \\ Moral Development in Theory \\ Who’s Who in Moral Development Theory \\ The Early Stage of Moral Development \\ The Conventional Stage of Moral Development \\ The Later Stage of Moral Development \\ Moral Development in Practice \\ One Young Reporter’s Wake-Up Call \\ The Moral Development Perspective \\ Becoming a Media Professional \\ Resolving Sara’s Dilemma \\ Exercise Your Own Moral Development \\ Bibliography \\ SECTION II- HONESTY \\ CHAPTER 3- CONFRONTING OTHERS’ VIOLATIONS: THE CASE OF THE MANIPULATED PHOTODonica Mensing \\ Moral Development in Theory \\ TOOL FOR THOUGHT: The Potter Box \\ The Challenge: Speak Up or Stay Silent? \\ The Response: Seeking Counsel \\ TOOL FOR ACTION: NPPA Ethics Code \\ The Aftermath: Professional Standards Defended \\ Thinking It Through \\ What If? \\ Go Online for More \\ TOPICS: Photo Manipulation, Responsibility for Others’ Behavior, Upholding Professional Versus Individual Standards \\ CHAPTER 4- POLITICAL ESPIONAGE OR POLITICS AS USUAL? THE CASE OF POLITICAL CAMPAIGN TACTICSLucinda Austin \\ The Situation: A High-Profile Political Campaign \\ The Challenge: Misrepresentation and Diversion \\ The Response: Sticking to “My Moral Compass” \\ TOOL FOR THOUGHT: PRSA’s Code of Ethics \\ The Aftermath: Politically Aware \\ Thinking It Through \\ What If? \\ Go Online for More \\ TOPICS: Ethics and the “Political Game,” Misrepresentation and Diversions in Campaigns, Balancing Advocacy and Honesty \\ CHAPTER 5- FOCUS GROUP DILEMMA: THE CASE OF THE COMPROMISED TAGLINENancy Furlow \\ The Situation: Rebranding a Nonprofit \\ The Challenge: The Boss Is Manipulating the Campaign \\ The Response: Silence Becomes Dread \\ TOOL FOR THOUGHT: Two Codes of Marketing Research Standards \\ The Aftermath: Learning How to Speak Up \\ Thinking It Through \\ What If? \\ Go Online for More \\ TOPICS: Accountability in Market Research, Dealing with Others’ Unethical Behavior, Working with Consultants, Seeing the Bigger Picture \\ CHAPTER 6- OMG! THIS BAND IS SOOO GR8! THE CASE OF THE PHONY TEENAGERRichard D. Waters \\ The Situation: “You Want Me to Do What?” \\ The Challenge: Serving the Client While Staying Honest \\ The Response: Refusing to Lie \\ TOOL FOR THOUGHT: The Potter Box and the Navran Model \\ The Aftermath: Honor Upheld, Business Lost \\ Thinking It Through \\ What If? \\ Go Online for More \\ TOPICS: Online Deception, Social Media, Protecting the Vulnerable, Standing Up for One’s Beliefs \\ CHAPTER 7- IDENTIFYING SUSPECTS: THE CASE OF THE WACO SHOOTINGRay Niekamp \\ The Situation: Motorcycle Gangs, Police with Guns and a Shootout \\ The Challenge: To Report the Names—or Not? \\ The Response: Use the Names \\ The Aftermath: When Competitive Pressures Drive Newsroom Decisions \\ TOOL FOR THOUGHT: Minimize Harm \\ Thinking It Through \\ Now Try This \\ TOPICS: Social Media, Naming Crime Victims, Competitive Pressures, Getting Information First \\ CHAPTER 8- SOLO JUDGMENT CALLS: THE CASE OF THE ONE-PERSON “TV CREW”George L. Daniels \\ The Situation: A Tornado and Its Aftermath \\ The Challenge: To Re-create or Not to Re-create \\ TOOL FOR ACTION: Using File Footage and VNRs \\ The Response: Reality, with a Tweak \\ The Aftermath: More Stories, More Lessons \\ Thinking It Through \\ TOOL FOR THOUGHT: Guidelines for Ethical Video and Audio Editing \\ What If? \\ Go Online for More \\ TOPICS: Re-creating Moments, Manipulating a Shot, Using Video Handout Material, Developing/Maintaining Standards When Working Alone \\ CHAPTER 9- SEEKING ANSWERS FOR STUDENTS: THE CASE OF THE UNDERCOVER REPORTERJoe Mirando \\ The Situation: Inconsistent Rules on Transfer Credit \\ The Challenge: Gathering Information from Difficult Sources \\ TOOL FOR ACTION: Rules of Engagement for Deception \\ The Response: Pretending to Be Someone Else \\ TOOL FOR THOUGHT: Mill and Avoiding Rationalization \\ The Aftermath: Publication and Policy Changes \\ Thinking It Through \\ What If? \\ Go Online for More \\ TOPICS: Deception, Transparency About Process, Balancing Ends and Means \\ CHAPTER 10- PRIOR RESTRAINT: THE CASE OF “SEE BELOW THE FOLD”John H. Kennedy, Vinny Vella \\ The Situation: Classroom Encounters of an Unusual Kind \\ The Challenge: Journalists or Not Journalists? \\ The Response: What Should They Do Now? \\ TOOL FOR ACTION: Seeking Truth and (Some) Independence \\ The Aftermath: “Part of Something Greater” \\ Thinking It Through \\ What If? \\ Go Online for More \\ TOPICS: Censorship and Prior Restraint, Administrators vs. Editors in Collegiate Journalism, Taking a Stand on Principle \\ CHAPTER 11- FACE TO FACE WITH THE FACTS: THE CASE OF THE DISAGREEING SOURCESCailin Brown \\ The Situation: Drowning in Facts \\ The Challenge: Include Everything or Just Some Things? \\ TOOL FOR ACTION: SPJ’s Mandate to Minimize Harm and Sissela Bok’s Test \\ The Response: What Should I Do? \\ The Aftermath: Readers Respond \\ TOOL FOR THOUGHT: The Veil of Ignorance \\ Thinking It Through \\ What If? \\ Go Online for More \\ TOPICS: Maintaining Objectivity, Evaluating Competing Versions of a Story, Minimizing Harm, Focusing on Facts \\ SECTION III- SENSITIVITY \\ CHAPTER 12- SENSITIVITY AND SOCIAL MEDIA: THE CASE OF THE STUDENT DEATHFrances Parrish, Guy S. Reel \\ The Situation: Crowdsourcing a Death \\ The Challenge: How to Report a Cause of Death \\ TOOL FOR ACTION: Using Facebook and Other Social Networking Sites \\ The Response: Getting the Stories \\ TOOL FOR THOUGHT: Carol Gilligan’s Ethics of Care \\ The Aftermath: Taking Professional Action \\ TOOL FOR ACTION: Using Social Media \\ Thinking It Through \\ Go Online for More \\ What If \\ TOPICS: Seeking Information from Social Media, Damage Control After a Mistake \\ CHAPTER 13- THE CASE OF ETHICS IN IMMERSION JOURNALISM: THE WHITE NOISEDavid R. Davies, Cassie Rodenberg \\ The Situation: “Why Are You Writing About This?” \\ The Challenge: Balancing Ethics and Protecting Sources \\ The Response: Giving Voice to Those Seldom Heard \\ TOOL FOR THOUGHT: Carol Gilligan’s Ethics of Care \\ The Aftermath: “Just Talk to People” \\ Thinking it Through \\ What If? \\ Go Online for More \\ TOPICS: The Balance Between Ethics and Protecting Sources, Working with Vulnerable Populations, Friendship with Sources \\ CHAPTER 14- WHEN PRIVACY OUTWEIGHS THE PUBLIC’S RIGHT TO KNOW: THE CASE OF THE RAPE VICTIMNathaniel Frederick II, Aimee Pavia Meader \\ The Situation: “This Isn’t the Average Murder” \\ The Challenge: “Concealing Isn’t Enough” \\ The Response: Leaving Out Details \\ TOOL FOR THOUGHT: W. D. Ross \\ The Aftermath: Handling Future Coverage \\ Thinking It Through \\ Go Online for More \\ TOPICS: Deciding Whether to Identify a Victim, Shaping a Story to Avoid Identifying a Rape Victim, Weighing a Journalist’s Duties to the Public and to Victims \\ CHAPTER 15- FREE SPEECH, OFFICIAL PRESSURE: THE CASE OF THE VISITING FOREIGN STUDENTDaniel Reimold \\ The Situation: “American Culture, with a Minnesotan Twist” \\ The Challenge: “Bold Statements, Straightforward Views” \\ The Response: Story’s Up, But Government Wants It Down \\ TOOL FOR THOUGHT: SPJ Code of Ethics \\ The Aftermath: “No Longer Written in Stone” \\ Thinking It Through \\ What If? \\ Go Online for More \\ TOPICS: Cross-Cultural Sensitivity, Protecting the Vulnerable, Dealing with Government Officials, Unpublishing Under Threat \\ CHAPTER 16- SINS OF OMISSION: THE CASE OF THE NOT-SO-FREE PET PARTYGiselle A. Auger \\ The Situation: Come to Our First Barking Barbecue! \\ The Challenge: Follow Orders or Serve the Truth? \\ The Response: Reality Meets Promotion \\ TOOL FOR THOUGHT: Provisions of Conduct in the PRSA Ethics Code \\ The Aftermath: Communication Is a Management Function \\ Thinking It Through \\ What If? \\ Go Online for More \\ TOPICS: Honest Advertising, Loyalty to Clients, Dealing with Boss’s Misdeeds \\ CHAPTER 17- PLEASE DON’T USE THE VIDEO: THE CASE OF THE FATAL ACCIDENTRay Niekamp \\ The Situation: A Soldier, a Girl, Alcohol and a Red Light \\ The Challenge: “Can You Please Not Use the Video?” \\ TOOL FOR THOUGHT: Telling Truth Versus Doing Harm \\ The Response: Run the Whole Thing \\ The Aftermath: No Second Thoughts \\ Thinking It Through \\ What If? \\ Go Online for More \\ TOPICS: Minimizing Harm, Sensitivity to Stakeholders, Responding to Competition \\ CHAPTER 18- SOURCE REMORSE: THE CASE OF THE REQUESTS TO “UNPUBLISH”Michael O’Donnell \\ The Situation: “I’m Afraid My Employer Will Google My Name and See My Story” \\ The Challenge: Small Paper, Big Audience \\ The Response: Trying to Dodge the Search Engines \\ TOOL FOR THOUGHT: Clifford G. Christians on Privacy and Morality \\ The Aftermath: More Requests, New Standards \\ TOOL FOR ACTION: Questions to Guide “Unpublishing” Decisions \\ Thinking It Through \\ What If? \\ Go Online for More \\ TOPICS: Privacy, Altering Web Archives, Balancing Truth with Harm \\ SECTION IV- BALANCE \\ CHAPTER 19- FRIEND OF THE VICTIM: THE CASE OF THE MURDERED STUDENTLois A. Boynton, Adam Rhew \\ The Situation: Student Body President Found Murdered \\ The Challenge: Handling Emotion, Getting It Right \\ The Response: “I Stood My Ground” \\ TOOL FOR THOUGHT: The Philosophies of William Ross and Sissela Bok \\ The Aftermath: Reflecting on Dual Roles \\ Thinking It Through \\ What If? \\ Go Online for More \\ TOPICS: Balancing Multiple Roles, Reporting on a Friend, Anonymous Sources, Intrusion in Audio Reporting \\ CHAPTER 20- WHEN ETHICAL COMPASSES COLLIDE: THE CASE OF FOLLOWING ONE’S CONSCIENCEKathy K. Previs \\ The Situation: Facilitating Communication with the Public \\ The Challenge: Maintaining Neutrality \\ TOOL FOR THOUGHT: The PRSA Member Statement of Professional Values \\ The Response: Consulting Codes of Ethics \\ TOOL FOR ACTION: Considering Your Options \\ The Aftermath: Compromises May Be Made \\ Thinking It Through \\ What If? \\ Go Online for More \\ TOPICS: Communicating with the Public, Building Trust, Appearance of Bias \\ CHAPTER 21- YOU SENT ME WHAT?! THE CASE OF SEXUAL HARASSMENT AT AN INTERNSHIPKelly Scott Raisley \\ The Situation: Questionable Requests from a Supervisor \\ The Challenge: What to Do? \\ TOOL FOR THOUGHT: The Doctrine of the Mean and the Categorical Imperative \\ The Response: Leaving the Internship \\ TOOL FOR ACTION: Dealing with Sexual Harassment or Sexism at Work \\ The Aftermath: Looking Forward to Their Careers \\ Thinking It Through \\ What If? \\ Go Online for More \\ TOPICS: Sexism and Discrimination in the Workplace, Internship Rights, Reaching Out for Support \\ CHAPTER 22- ADVERTISER PRESSURE: THE CASE OF THE SCHOOL LUNCHESRay Niekamp \\ The Situation: A Complaint About School Lunches \\ The Challenge: Advertiser Pressure \\ The Response: “I Was Shocked and Confused” \\ TOOL FOR THOUGHT: Act Independently \\ The Aftermath: Self-Censorship \\ Thinking It Through \\ TOOL FOR ACTION: RTDNA Guidelines for Balancing Business Pressure and Journalistic Values \\ Now Try This \\ Go Online for More \\ TOPICS: Outside Pressure on News, Independence as a News Value, Financial Pressures in Media, Dangers of Self-Censorship \\ CHAPTER 23- JOURNALISTS’ JUDGMENTS VERSUS AUDIENCE CLICKS: THE CASE OF WEB ANALYTICS’ INFLUENCEGary Ritzenthaler \\ The Situation: When Is a Big Story Not a Top Story? \\ The Challenge: Who Decides What’s News? \\ The Response: “A Missed Opportunity” \\ TOOL FOR THOUGHT: W. D. ROSS and Choosing Between Competing Duties \\ The Aftermath: More Analytics, More Options and Questions \\ Thinking It Through \\ What If? \\ Go Online for More \\ TOPICS: Technology Versus Tradition, Incorporating Community Views, News Judgment \\ CHAPTER 24- ARE PUBLIC OFFICIALS ALWAYS ON THE RECORD? THE CASE OF THE COUNCILOR’S BLOGJan Leach \\ The Situation: A City Councilor Speaks Out \\ TOOL FOR ACTION: Tips for Using Blog Posts in News Coverage \\ The Challenge: Are Blog Posts Newsworthy Quotes? \\ The Response: Run It and Wonder \\ TOOL FOR THOUGHT: Day’s SAD Decision-Making Model \\ The Aftermath: Blogs Go Mainstream \\ Thinking It Through \\ What If? \\ Go Online for More \\ TOPICS: Public Versus Private Speech, Verifying Online Information, Changing Standards \\ CHAPTER 25- ON THE RECORD OR OFF? THE CASE OF THE CRANKY PROFESSORK. Tim Wulfemeyer \\ The Situation: Late Professor, Angry Students \\ The Challenge: “I Retract All My Comments” \\ TOOL FOR THOUGHT: Combining Codes and Theory \\ The Response: Weigh the Options and Choose \\ The Aftermath: Institutional and Individual Impact \\ Thinking It Through \\ What If? \\ Go Online for More \\ TOPICS: Community Understanding of Rules, News Judgment, Standing Up to Threats \\ CHAPTER 26- GIVING VOICE TO THE VOICELESS: THE CASE OF TELLING THE STORY OF THE OTHERBeth E. Concepción \\ The Situation: A New Project Causes Unexpected Concerns \\ The Challenge: “Who Am I to Tell This Story?” \\ TOOL FOR THOUGHT: Rawls’ Social Contract View of Justice \\ The Response: Seeking Counsel \\ TOOL FOR ACTION: Following the SPJ Code of Ethics \\ The Aftermath: “Everything Is Storytelling” \\ Thinking It Through \\ What If? \\ Go Online for More \\ TOPICS: Public Information and Private; Social and Economic Inequalities; Seeking Diverse Sources; Being “the Other” \\ CHAPTER 27- ALONG CAME A BETTER OFFER: TWO CASES OF JOB-HUNTING ETHICSScott R. Hamula \\ The Situation: “I Got the Job, but . . .” \\ The Challenge: Dealing with Second Thoughts \\ TOOL FOR THOUGHT: The Millennial Generation \\ The Response: Making a Quick Switch \\ TOOL FOR ACTION: The Benjamin Franklin Balance Sheet \\ The Aftermath: Two Approaches, Two Results \\ Thinking It Through \\ What If? \\ Go Online for More \\ TOPICS: Patience, Transparency About What You’re Doing, Job Search Honesty \\ APPENDIX- LINKS TO ETHICS CODES \\ INDEX

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