A few words about the most undervalued principle in journalism

By Bob Steele

With a few exceptions, you will be hard-pressed to find the word independence in most books and textbooks about journalism. You will find the words freedom, stewardship, and loyalty. You will also find many references to the pitfalls of conflicts of interest. Yet there are few references to this powerful word and what it means.

I am convinced that this concept of independence is a lynchpin in what journalists should stand for. Independence is at the heart of journalism's unique and essential role in a society. It speaks to the "watchdog" responsibility of journalists holding the powerful accountable. Independence sets our standards for professionalism and it frames our guidelines for ethical behavior.

I have long used the concept of independence as one of three Guiding Principles that can serve as a moral compass for journalists.

Headlined, "Act Independently," that principle reads:

• "Guard vigorously the essential stewardship role a free press plays in an open society."

• "Seek out and disseminate competing perspectives without being unduly influenced by those who would use their power or position counter to the public interest."

• "Remain free of associations and activities that may compromise your integrity or damage your credibility."

• "Recognize that good ethical decisions require individual responsibility enriched by collaborative efforts."

The Society of Professional Journalists (SPJ) built upon this language when it revised its professional code of ethics in the mid-1990s. SPJ's "Act Independently" principle includes the following: "Journalists should be free of obligation to any interest other than the public's right to know."

It goes on to say that, "Journalists should:

• Avoid conflicts of interest, real or perceived.

• Remain free of associations and activities that may compromise integrity or damage credibility.

• Refuse gifts, favors, fees, free travel and special treatment, and shun secondary employment, political involvement, public office, and service in community organizations if they compromise journalistic integrity.

• Disclose unavoidable conflicts.

• Be vigilant and courageous about holding those with power accountable.

• Deny favored treatment to advertisers and special interests and resist their pressure to influence news coverage.

• Be wary of sources offering information for favors or money; avoid bidding for news.

These are sound and substantive guidelines for journalists and news organizations to follow. They are not absolute rules that say everything is black and white. Individuals and organizations still must make tough calls in the gray area. There's a premium on competency in ethical decision-making.

The word independence carries added significance for those of us associated with The Poynter Institute. Nelson Poynter strongly believed in the concept and its application - in theory and practice.

As our 2003 Poynter course catalog reads:

It was Mr. Poynter's determination to keep his publications both excellent and independent that led him to found Modern Media Institute, a non-profit school for journalists, journalism teachers, and journalism students.

Mr. Poynter willed controlling stock of the Times Publishing Co. to the Institute to assure the continued independence of the St. Petersburg Times after his death, and to commit the publishing company's dividends to elevating the standards of journalism through training and research.

Nelson Poynter's foresight and wisdom three decades ago produced a legacy that serves journalism quite well.

He believed that those who run news organizations and those who practice journalism have a "sacred trust" to serve communities and citizens.

Let us be guided by that spirit and by the principle of independence as we carry out our duties.

Bob Steele is the Nelson Poynter Scholar for Journalism Values at The Poynter Institute in St. Petersburg, Fla. He has been on the Poynter faculty since 1989 and has led workshops at nearly 100 news organizations across the country. This article originally appeared at Poynter.org in July 2003 and is republished with permission.

Photo of Independence Vista by Scott Ingram