After studying this chapter, you should be able to:

1. Define five major ethical principles affecting journalism.

2. Explain the Bok model for ethical decision making.

3. Explain the kinds of difficulties journalists and media writers have encountered in attempting to be truthful.

4. Discuss the ethical issues related to sensationalism in the news.

5. Explain how journalists can get into trouble trying to report on rapidly breaking stories.

6. Explain how and why advertisers attempt to control the media in which they place their ads.

7. Discuss the ethical conflict in PR between serving the client and serving the public.