What are some of the ethical standards that media practitioners need to adhere to? How can they better serve the community? How can social media be used in further empowering the public?

1. ADHERING TO
ETHICAL
STANDARDS
By: Ms. Jahwella Querimit – Ocay, BA
Comm
Teacher II, Mangaldan National High

2. WHAT IS THE ROLE OF RADIO
ANNOUNCERS/MEDIA
PRACTITIONERS?
The job is to
INFORM and
EMPOWER the
people.

3. WHAT IS THE ROLE OF RADIO
ANNOUNCERS/MEDIA
PRACTITIONERS?
The goal is to
INDUCE POSITIVE
CHANGE.

4. WHY IS THERE A NEED FOR
ETHICS?
Ethics is an issue
of VALUE.

5. WHY IS THERE A NEED FOR
ETHICS?
It’s how we ought
to do what we
ought to do.

6. WHY IS THERE A NEED FOR
ETHICS?
“Your credibility is
your strength, your
lack of it is your
weakness.”

7. WHY IS THERE A NEED FOR
ETHICS?
It helps us develop a
sense of
professionalism.

8. HOW WOULD YOU DEAL WITH
THIS SITUATION?
Sensationalizing an
issue/report

9. HOW WOULD YOU DEAL WITH
THIS SITUATION?
Writing a report
without ample details

10. HOW WOULD YOU DEAL WITH
THIS SITUATION?
Sources offering
gifts and money

11. HOW WOULD YOU DEAL WITH
THIS SITUATION?
Issues concerning
public morals

12. HOW WOULD YOU DEAL WITH
THIS SITUATION?
News details from
anonymous sources

13. HOW WOULD YOU DEAL WITH
THIS SITUATION?
Public figures
involved in scandals

14. HOW WOULD YOU DEAL WITH
THIS SITUATION?
Requests of publicity
from
associates/relatives

15. LET’S INTERNALIZE…
Accuracy, Fairness,
Balance,
Accountability will
always be the name

16. LET’S INTERNALIZE…
The use of broadcast
media is a public trust
and should not be used to
serve personal, antisocial
or selfish interests.

17. LET’S INTERNALIZE…
Reports and comments on
individual’s life likely to harm
such reputation or integrity
should not be broadcast
unless they serve public and

18. LET’S INTERNALIZE…
SENSATIONALISM of
any kind must be
avoided with utmost
care.

19. LET’S INTERNALIZE…
The broadcast will not
endanger national
unity or undermine the
confidence in

20. LET’S INTERNALIZE…
Say NO to PLAGIARISM

21. LET’S INTERNALIZE…
Ads in the guise of
news are prohibited.

22. LET’S INTERNALIZE…
Say NO to “envelopes.”

23. HOW CAN WE MAKE ETHICAL
DECISIONS?
BOK’S MODEL
1. Consult your conscience.
2. Seek expert’s advice.
3. Discuss with the parties
involved.

24. HOW CAN WE MAKE ETHICAL
DECISIONS?
GOLDEN MEAN
The middle ground
between two extremes

25. HOW CAN WE MAKE ETHICAL
DECISIONS?
CATEGORICAL
IMPERATIVE
We have a duty.

26. HOW CAN WE MAKE ETHICAL
DECISIONS?
UTILITARIANISM
What is the social
impact of our
action/decision?

27. HOW CAN WE MAKE ETHICAL
DECISIONS?
The POTTER BOX
FACTS, LOYALTIES, VALUES,
PRINCIPLES

28. ALWAYS ASK YOURSELF:
Is it TRUE?
Is it NECESSARY?
Is it KIND?

29. HOW CAN WE USE THE CURRENT
TECHNOLOGY?
Facts:
1. People have access to internet.
2. People love to comment on
issues.
3. People are fascinated by witty
posts about serious issues.
4. People love taking and looking

30. HOW CAN WE USE THE CURRENT
TECHNOLOGY?
Facts:
1. Many people watch news stories
unfold in social media.
2. People follow pages but rarely
click on links for stories.
3. People also want attention. They
want their thoughts to be

31. HOW CAN WE USE THE CURRENT
TECHNOLOGY?
But…
1. Many people are also
misinformed.
2. People comment at once
without considering all the sides
of an issue.
3. People prefer listening to mere

32. HOW CAN WE USE THE CURRENT
TECHNOLOGY?
“Every powerful tool can be used
positively and negatively…In the
Philippines, there’s a great
opportunity for journalists and the
people to come together and help
identify needs and push for
solutions.”

33. Informational
AccountabilityParticipatory

35. WHAT DO YOU NEED TO GIVE?
People need information that
empowers and caters to their
needs, not just their wants.

36. WHAT DO YOU NEED TO GIVE?
People need information that will
encourage them to participate,
share and act.

37. WHAT DO YOU NEED TO GIVE?
People need opportunities that go
beyond sending mere greetings or
sharing love problems.

38. WHAT CAN YOU DO?
Use Social Media to empower and
uplift. The content of reports and
news programs should not only
feed people with the usual ideas,
keeping them satisfied with their
current state but not hungry for
more.

39. WHAT DO YOU NEED TO DO?
Pay Attention to:
1. Scope and nature of reports
2. Purpose for writing and
delivering reports
3. Needs of
listeners/receivers/audience

40. WHAT DO YOU NEED TO DO?
I – inform the public
F – ollow ethical principles
M – otivate the people to engage in
nation building
ALWAYS TAKE THE HIGH ROAD.