Chapter 14

Objectivity--requires that journalists stick to observable facts and avoid injecting their opinions into news reports. Ways you can do this include not taking sides, presenting quotes to support the facts reported, and keeping your emotions out of the writing you present.

Thoroughness--requires time to track down and talk to the best sources and find the best documentary evidence. The goal is to give the audience as much information as possible. You want to be concise, but you also must give the whole story. Therefore, length is variable for individual assignments. 

Accuracy--the level of correctness of an article. Simply put, there is no substitute for getting it right. Fact checking is a must. Proper statistics and attributions are vital. Poor accuracy can lead to loss of readership and/or reliability from others in the industry. You cannot burn your bridges. Get it right.

Fairness--an attempt to make sure all bases are covered. Provide both sides of the story. Find as many reliable sources as you can, and use efficient interviewing techniques to provide more input.

Transparency--to gain and maintain public trust, journalists must be as open as possible about what biases they bring to the job, how they get their information and how they make decisions on choosing and reporting stories. Link to source material. Try and show the reader what your job is really like. And let the audience form their own opinions about what you write.