This study analyzed 16 potential ethics-related problems associated with use and abuse of video news releases (VNRs) by public relations practitioners and electronic journalists. Causes and possible solutions to the problems were suggested and model ethics code guidelines were developed. Moral rules, moral ideals, theories of ethics, public relations theories, and electronic journalism theories were used to provide a general foundation for the analysis. A more specific foundation was provided by guidelines from a variety of media codes of ethics.

In order for a new code of behavior, such as the 1987 Code of Broadcast News Ethics of the Radio-Television News Directors Association (RTNDA) to work, member support and voluntary compliance is necessary. This study shows all-news radio news directors seem generally inclined to support the Code except in areas in which long-time journalistic conventions are involved.

Many Americans don't hold journalists in very high regard these days, and sports journalists are often viewed in the least favorable light. The general public does not perceive any visible, unified, and concerted effort among sportswriters to practice their craft in a consistently ethical manner. Efforts to upgrade the craft include the Associated Press Sports Editors ethical guidelines, which cover freebies, moonlighting, community involvement by sports journalists, and commercial sponsors of sporting events. This study examines the APSE code and suggests (...) additional, more specific, and enforceable guidelines in ten areas: freebies, moonlighting, newsgathering methods, news sources, direct quotes, privacy, gambling, special interests, self?interests, and involvements. Sports journalists should be as ethically accountable as any other journalists, the author concludes. (shrink)

Television news directors were questioned about their interpretations and implementation of new Radio?Television News Directors Association (RTNDA) guidelines covering potential conflicts of interest such as moonlighting and acceptance of freebies. Nearly half responded that accepting gifts of value is prohibited, but that moonlighting is more acceptable, under certain conditions. Freebies appear most acceptable when they make possible coverage of otherwise inaccessible areas.