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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.

Without integrity your journalism is untrustworthy and suspect. Integrity is essential if a journalist wants to investigate issues, shine a light in dark places, and to dig where others don't.

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 not allow their own personal or political views to influence their pursuit of the truth. They need to remain objective and impartial, while also being aware of the dangers that unconscious biases can cause.

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.

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.

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.