After studying this chapter, you will be able to:

• Define five major ethical principles affecting journalism.
   
• Explain the Bok model for ethical decision making.
   
• Explain the kinds of difficulties journalists and media writers have encountered in attempting to be truthful.
   
• Discuss the ethical issues related to sensationalism in the news.
   
• Explain how journalists can get into trouble trying to report on rapidly breaking stories.
   
• Explain how and why advertisers attempt to control the media in which they place their ads.
   
• D iscuss the ethical conflict in public relations between serving the client and serving the public.