Author: The Orlando (Fla.) Sentinel
Published: January 29, 1999
Last Updated: February 17, 1999
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The Orlando (Fla.) Sentinel
Editorial Code of Ethics

The Orlando Sentinel sets high standards for all employees.

We stand for the journalistic values of truth, honesty, courage, fairness, compassion, balance, independence, credibility and diversity.

We seek the truth and report it as fully as possible under deadline pressures, striving for clean, concise, complete reporting.

We seek out and disseminate competing perspectives without being unduly influenced by those who would use their power or position.

We seek to give a voice to the voiceless.

We seek to treat sources, subjects and colleagues as people deserving our respect, not merely as a means to our journalistic ends.

We seek to inform our readers and to reflect fairly the breadth of our community.

To accomplish these goals, we require that Editorial Department staffers be especially careful to maintain objectivity and credibility.

Our first obligation is to our credibility -- that is, to the public at large and not to any other person, business or special interest. Employees should avoid any activity that would impair their integrity or jeopardize readers' trust in us.

That is the responsibility of all employees and correspondents to be sensitive to real and potential conflicts of interest and other matters of propriety involving our image, collectively and individually, and to discuss them with supervisors, who should find a way to resolve them promptly.

The guidelines set forth herein will answer most questions about ethics and should be followed at all levels of the Editorial Department. Certain circumstances may warrant exceptions. Whenever doubt arises in a situation, a supervisor should be consulted for a decision.

Passes, free tickets and discounts

Staffers should not solicit or accept passes, tickets or discounts for their personal use unless those are available to the nonmedia public.

Employees may accept free admission to events they are assigned to cover but should never insist on free entry. The company will reimburse ticket charges.

Staffers who are not covering an event should neither request nor accept tickets or access to tickets that publicists may have -- even if the individuals were to pay for the tickets -- because such special favors raise the appearance of a conflict of interest.

Working employees may accept passes to events where there are special facilities such as press boxes or press tables -- for which tickets are not sold. Press facilities or tickets may be used only by employees assigned to cover an event or by those attending for legitimate news purposes.

Because we are a major corporation and large employer, discounts for certain attractions and services are sometimes made available to Sentinel employees. The Human Resources Division accepts such offers only after being assured that the discounts are made available to other large employers as well. Only in such circumstances may Editorial Department employees use such discounts.

Gifts and gratuities

Employees may not accept any gifts that are offered because of the employee's affiliation with the newspaper. This includes media days at attractions, tokens of appreciation and media discounts. Employees who receive unsolicited gifts or tickets should return them and politely explain our policy.

Whenever the cost of returning the gift exceeds its value, the gift should be turned over to the Communications Desk for distribution to an appropriate charity, or for disposal. Communications desk staffers also can assist in returns and provide a standard letter of explanation to the sender. Such a note is a good idea because it can serve to reduce future gifts.

This policy does not prohibit attendance at media days or other social gatherings arranged for the press, but it does require that employees pay their way whenever possible.

This policy is not meant to prevent an employee from accepting a cup of coffee or an inexpensive lunch from a source, provided the employee regularly returns such favors. An employee covering a banquet or similar event may accept a free soft drink or an hors d'oeuvre but should arrange to pay for a meal. Reporters covering a news conference where food is served should use their judgment about eating. If there is no way to pay for the meal at the time, the employee should attempt to pay for it later or to reciprocate.

Alcoholic beverages, dining out

While covering an event where alcoholic beverages are served, employees may not accept free drinks of beer, wine or liquor.

When it is necessary to dine with a source while pursuing legitimate news leads, employees should make every effort to pay, ensure that the bill is shared evenly or reciprocate later.

Employees should avoid the appearance of being wined and dined by any source or agency. They also should avoid circumstances where it could appear that their judgment, credibility or objectivity is impaired by drinking.

Consumer products

Books, recordings, videos, computer programs and other samples of inexpensive consumer products sent to The Orlando Sentinel for review are considered news handouts.

Such material may be kept by the writers to whom they are assigned for possible review. Materials of use as reference works may be kept regardless of whether they are reviewed. Such materials become the property of The Orlando Sentinel. Books and recordings that are not reviewed or retained for reference will be sent to appropriate charitable organizations.

Unsolicited samples of inexpensive products also will be treated as news handouts and may be disposed of at the discretion of a supervising editor. More expensive product samples should be returned with a letter explaining that the newspaper pays for such products when they are the subjects of stories.

Employees may not accept discounts on merchandise unless such discounts are routinely available to the general public.

Contests and honors

Sentinel Communications has a proprietary interest in the material that its staffers produce. Thus, the newspaper is entitled to determine which entries will represent it in contests.

Employees may enter only contests, and accept awards from contests, that are included on the newspaper's list of recognized state, national and international competitions, unless the staffer has the approval of the managing editor or, in the case of the editorial page staff, the editorial page editor.

Staffers should not enter contests sponsored by any commercial entity, even though the contest may be affiliated with a journalistic organization, unless the competition appears on the list of recognized contests.

The list exists largely to avoid the appearance of a conflict of interest that would occur if staffers were to win or accept awards from organizations they are assigned to cover. Contests sponsored by nonjournalistic groups that are self-promoting and judged by nonjournalists are off-limits.

Unsolicited certificates and plaques of appreciation for the newspaper's coverage may be accepted but as a rule will not be publicized. Corporate or editorial managers -- not reporters who regularly deal with the group bestowing the recognition -- should accept such recognition in the name of the newspaper.

Relationships

Staffers must declare conflicts and avoid involvement in stories dealing with members of their own families, the staffer's business and personal interests such as clubs, schools and other organizations.

Employees must not cover -- in words, photographs or artwork -- or make news judgments about family members or people with whom they have a financial, adversarial or close relationship.

Employees must inform their supervisors of personal relationships that may conflict with their job responsibilities. Supervisors will work with staffers to resolve conflicts arising from close relationships with news sources.

We recognize that spouses and family members have lives of their own to lead. But immediate family members should become familiar with our concerns and policies requiring us, as journalists, to avoid outside activities that could create a conflict of interest or the appearance of one.

Outside activities

Employees must not use their association with the paper for personal gain. This specifically prohibits such practices as using the newspaper's stationery for private business matters or using the newspaper's name or a job position to gain advantage in a private situation.

Staff members should avoid involvement in public affairs and other outside activities that could create a conflict of interest or the appearance of one. Staffers who are members of outside organizations should not be involved in news coverage of the organizations and should not use their positions at the newspaper to seek publicity or otherwise promote the organization's interests.

Because holding office in an organization poses more potential for ethical conflict than regular membership does, staffers should not accept such a role without approval from the managing editor or, in the case of the editorial page staff, the editorial page editor.

Staffers should not take an active part in political management or in political campaigns, except to exercise their rights as citizens to vote and to express their opinions privately. Staffers should avoid public displays of their political opinions, such as campaign buttons or bumper stickers, that could raise questions about their overall objectivity.

Outside employment

Outside employment is permitted for Editorial employees if:

(1) There is no conflict with their duties to the Sentinel or any other Tribune Co. business;

(2) Employees receive prior approval through arrangements with their supervisors; and

(3) Such endeavors do not infringe on scheduled working hours or in any way prevent employees from performing their assigned duties.

Employees are prohibited from using their position at the newspaper or the influence of the newspaper to benefit any outside employment enterprise. Any outside employment that creates, or gives the appearance of creating, a conflict of interest is prohibited.

An employee's position with the newspaper may not be used for profit or self-promotion without permission. Permission of a supervisor also is required for paid or unpaid appearances for speeches, lectures and appearances on radio or television shows.

For the purposes of this policy, the term "employment" includes all forms of moonlighting with a competitor, as well as internships, both paid and unpaid.

Disclosure of information

Employees have access to information that must be held in confidence to protect the company's best interests. In general, company business should not be discussed with outsiders unless it is necessary to the performance of the job, and discretion should be used in sharing information within the company.

Disclosure of confidential information to an outside party or someone within the company who does not have a need to know requires prior approval. Confidential information includes, but is not limited to, notes and other research material, unpublished stories, editorials and the names of confidential sources; preprinted advertising; and personnel, compensation or financial information.

If an editorial employee is in doubt about whether information is confidential or with whom it can be shared, he or she should consult with the division manager, managing editor or editor.

Nothing in this policy prevents a reporter from discussing information gathered for a story in order to verify it or to get reaction from other sources.

Freelancing

All news, feature material, photographs and artwork that employees produce on Sentinel time belong to the newspaper. Such material may not be sold to another publication or news service without permission of the managing editor or, in the case of the editorial page staff, the editorial page editor.

Employees may perform certain freelance work on their own time, provided that the Sentinel receives their first and best efforts and their editors are advised of the activity. Staffers may not freelance unless they've made certain that no section of the newspaper is interested in publishing a similar piece by them first.

Employees must not contribute to a publication or news service that directly competes with the Sentinel, Sentinel Communications or any Tribune Co. business. Nor may a staff member submit freelance material or perform a service that would permit another publication or news service to scoop the Sentinel. Likewise, staffers may not freelance for any business activity that may have the Sentinel as its client for that particular project. Should questions arise about such matters, the staff member should consult with the managing editor or, in the case of the editorial page staff, the editorial page editor.

Employees should neither pursue nor accept freelance assignments for publications produced by organizations that they cover. The request by such an organization to reprint any story previously published in the Sentinel must be approved by the managing editor.

The newspaper has the right to curtail stringing activities of its employees if such stringing could conflict with the staffer's regular duties or those of a colleague. All stringing arrangements must be approved by the managing editor or, in the case of the editorial page staff, the editorial page editor.

The newspaper prohibits staff members from appearing regularly for pay on television or radio shows unless the managing editor grants permission. Generally, participation in television or radio should be for the purpose of enlightening the public or advancing the interests of Sentinel Communications. One-time appearances should be approved by division managers. Should questions exist about such matters, the staff member should consult with the managing editor or, in the case of the editorial page staff, the editorial page editor.

Syndication of a staff member's work is subject to prior approval of the editor.

An employee wishing to produce a book based on material gathered on Sentinel time or by contract for any agency of Sentinel Communications must obtain the permission of the managing editor. This step is necessary because of the Sentinel's proprietary rights to such material. Although Sentinel Communications does only a small amount of book publishing at this time, the company is entitled to first refusal when its own material is involved.

The newspaper expects a high standard of professional conduct from employees when they perform freelance work. They should choose publications or news services with good professional reputations. An employee must not perform freelance work under color of working for the Sentinel. Sources should be told for whom the work is being done.

Editorial employees should get the approval of the managing editor before taking on freelance work of an advertising nature, such as providing copy for advertorials. In cases where such freelancing is approved, writers generally always should avoid topics that overlap their current beats and, for that matter, topics that involve beats to which they may likely be assigned later.

Investments

Reporters, columnists and editorial writers should not write about companies or industries in which they have a personal investment, nor should they invest in companies or industries about which they report or write regularly.

Editors should not make news decisions about companies or industries in which they have a significant personal investment. When that is impractical, they should declare their conflicts and ask another editor to review any such decision.

Editorial staffers may participate in pooled investments, such as mutual funds, if those investments are not limited to the industries about which the reporters or editors make news decisions.

In no case should information being gathered for publication be used for personal gain.

Fabrication

Fabricated information has no place in journalism. Fictional and satirical writing should be clearly labeled if there could be a doubt in the readers' minds about whether such writing deals with real events and persons.

Plagiarism

Plagiarism is prohibited and is grounds for dismissal. For the purposes of this policy, plagiarism is defined as the duplication of another person's writing, passages that contain distinctively personal thoughts, uniquely stylized phraseology or exclusive news information. A comparable prohibition applies to the use of graphics. We will never pass off information as our own unless we have independently verified it and given credit where credit is due. This policy also forbids lifting verbatim paragraphs from a wire service story without attribution or a shirttail pointing out that wire services were used in compiling the report.

In the interests of accuracy and credibility, quotes of individuals taken from intermediate sources -- other stories, oral relay by a nonstaff writer, press releases and handouts -- should be sourced.

Posed photographs

Photographers must not stage or direct the content of news photographs. We must never alter the elements of a news setting. This does not preclude a reasonable degree of posing of non-news situations. Photos posed to illustrate an idea should be labeled "Photo Illustration" when the use could create any doubt in the reader's mind whether the scene is actual or set up. It is not necessary to label fashion photos as photo illustrations; however, a photo of a child model used to illustrate a story on child abuse would require such a label.

Photo alteration, retouching

Photographs in The Orlando Sentinel must always tell the truth. The content of a news photograph will never be altered in any way that turns the photo into something the photographer did not shoot.

The context and meaning of photographs will not be changed beyond established quality enhancements and standard retouching methods applied by a qualified photo technician. Retouching will be limited to removal of normal scratches, transmission line "hits" and dust spots; to standard printing techniques such as dodging, burning-in, contrast and brightness toning and cropping.

The elimination of objects that tend to distract or offend is prohibited. Severe cropping that could change the meaning of a photograph should be avoided.

Excerpts

We reserve the right to edit anything that goes into our newspaper, including syndicated excerpts from other publications. Of course, we should make every effort to protect the integrity of the work, but that should not be a major problem: It is highly unlikely that we would run a previously published article requiring extensive changes.

At times, though, excerpts must be edited -- to eliminate a grammatical atrocity or a taste or fairness problem; to make repairs for the sake of continuity or clarification, as in identifying characters whose names and roles have been lost in cutting.

We may not gratuitously use excerpts from published works except for purposes of criticism or review of the work itself

Even in this type of usage, we may excerpt only a small part of the whole work. As for the definition of small, this advice from our legal counsel: If we use more than a few lines or when there is any doubt, we should get clearance from the publishing house.

With the exception of reviews and the like, we should not pick up any excerpts from copyright works -- stories, books, songs -- without first obtaining approval from the individual publishers.

It is preferable to have such an agreement in writing, but approval by telephone should be acceptable. When calling, be sure to take notes as a form of written evidence: the time, the date, the name of the person granting permission, and the wording and provisions, if any, of the clearance.

Reproduction of syndicated cartoon characters is permitted if credit is given to the artist and syndicate, but this should be limited to when we are illustrating a story about the characters, the artist or genre or, conceivably, the syndicate. Sentinel artists are discouraged from rendering their own versions of another's cartoon creations.

Maps and graphics from other publications can be reprinted, but only with permission. Statistical data from other publications can be reprinted in our graphics only if the source is generally available to all news media. We must exercise respect and credit accordingly.

Permission of the network or affiliate is required for the publication of any image taken from television, with the exception of images frame-grabbed from public-access stations such as NASA Select and C-SPAN.

Legal matters

All editors and writers are expected to keep up with changes in libel laws and on court rulings involving cases of libel or invasion of privacy.

Legal problems in these areas are unlikely to arise if editors and writers abide by what should be basic principles, by whatever standard: fairness, truth, concern for the sensibilities of others and -- most important -- balanced and objective presentations, in words and in art.

Unfairness sometimes can be hard to spot. An "anatomy" of a crime, for example, may include a graph or two dredging up a happening that someone for years has been trying to live down. Beware.

Subtle putdowns also can hide cleverly in humor pieces, unnoticed among the chuckles.

And in profiles, a hurt can slip through with the flick of a short verb (swills, slurps) or as a "colorful" modifier (skittish eyes, deep-grooved wrinkles).

From our past experience, we should ask ourselves these questions in evaluating the fairness -- and safety -- of articles bound for print:

• Does the article accuse anyone of committing a crime or of committing any acts constituting a crime?
• Is anyone accused of conduct, characteristics or conditions incompatible with the proper exercise of a lawful business, trade, profession or office?
• Does the article impute to anyone an existing "loathsome" or communicable disease? Does the article attribute unchastity?
• Does the article contain any statements that might reasonably be considered to harm any person's reputation or good name?
• Are there any people who might be defamed in the article who, although not explicitly cited by name, can be identified by descriptions or other information contained in the article?
• Are the reports accurate?
• Are statements in the report properly attributed?
• Is the article balanced, fair and unbiased?
• Does the reporter (or editor) have any ill will, bias or hostility toward subjects of the article?
• Did the reporter contact, or attempt to contact, the person or people who might have been defamed?
• Does the article set forth both sides of the dispute?
• Have all sources been identified, documented and verified?
• Has the reporter adhered to standards of investigating and reporting ordinarily adhered to by responsible publishers?