Principles of Media Transparency

In 2004, six global organizations announced their support for a set of principles designed to foster greater transparency in the dealings between public relations professionals and the media, and to end bribery for media coverage throughout the world (IPRA, 2004). The organizations are the International Press Institute, the International Federation of Journalists, Transparency International, the Global Alliance for Public Relations and Communications Management, the Institute for Public Relations Research and Education, and the International Public Relations Association. The principles, embodied in the “Charter on Media Transparency” developed by the International Public Relations Association, are that:
§ News material should appear as a result of the news judgment of journalists and editors, and not as a result of any payment in cash or in kind, or any other inducements.
§ Material involving payment should be clearly identified as advertising, sponsorship or promotion.
§ No journalist or media representative should ever suggest that news coverage will appear for any reason other than its merit.
§ When samples or loans of products or services are necessary for a journalist to render an objective opinion, the length of time should be agreed in advance and loaned products should be returned afterward.
§ The media should institute written policies regarding the receipt of gifts or discounted products and services, and journalists should be required to sign the policy (IPRA, 2004).