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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.

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.

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.

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 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.

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.

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.