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If the content you produce pushes an agenda, spins a line, favours a sector of society, is manipulated by subjective values, you are probably producing PR copy or even propaganda.

Journalists must ensure that the material they use in coverage has a clear editorial purpose. Where that material is likely to offend, there need to be clear warnings of what is coming up.

Being impartial means not being prejudiced towards or against any particular side. All journalists have their own views, however they must learn to leave aside their own personal perspectives.

Fairness in journalism means exploring all sides of an issue and reporting the findings accurately. Members of the public should never be used to exaggerate the importance of a story.

Journalists face a difficult balancing act. They must respect privacy, but they must also be rigorous and robust in their investigation into issues that are in the public interest.

Media Helping Media has produced a set of suggested ethical guidelines for video and photojournalists in order to try to help those in the field navigate everyday editorial issues.

The Media Helping Media ethics section is designed to help journalists understand and navigate some of the challenges they are likely to face as they go about their work.

A media organisation will be judged on the accuracy and reliability of its journalism, which must be well-sourced, supported by strong evidence, examined and tested, clear and unambiguous. Verified facts must form the basis of all news, not rumour or speculation.