Ethical Publishing

Ethics is the study of moral judgements and decision making.  When we discuss ethics we are referring to the process by which we identify right and wrong – the rules of conduct or moral principles used when making decisions.

Whilst working as a photojournalist you will be forced to make many tough decisions.  Some of them will be guided by questions such as:

• Who is my obligation to?
• How would I feel if it were me?
• What if money were not involved (would I still make the same decision)?
• And how do I feel about making this decision?

As there is no ‘International Code of Ethics’ for photojournalists, it is important that you analyse your own ethics well in advance.  You should ask yourself questions such as:

• What are my biases? 
• How does my cultural background influence my decision making? 
• Would I allow external pressure to force me into making a decision which I believed to be morally wrong? 
• How would I tackle a difficult ethical dilemma? 
• What religious beliefs do I have that will affect my decision making process? 
• Would I be comfortable challenging those beliefs if faced with a difficult photography subject?
  

Business ethics can be formally documented in an organisation’s policies or “Code of Conduct”   They might include statements or positions on the following:

Honesty
Example -

• Strive for honesty.
• Do not use deception

Objectivity
Example - 

•  In addition to economic, management and legal decisions, ensure ethical issues are considered. Check for assumptions and prejudice and ensure you have the best information possible on which to make a decision.
• Avoid justifications such as “everyone does it’ or ‘we’ll lose business if we don’t…”. 
• Is it balanced, fair to all concerned and promotes a win/win relationship
• Check whose values are being used.

Integrity
Example -

• Keep your promises and agreements; act with sincerity; strive for consistency of thought and action.
• Apply the Litmus test: What if your decision was published in a newspaper or your family knew about it? How will it make me feel about myself?
• Avoid reliance on a single customer or job and be willing to ‘walk away’.
• Strive for a win/win outcome.

Responsibility
Example -

• Do not use culture as an excuse for not doing things properly or differently.
• Fulfil obligations. Don’t over promise or under deliver.
• Avoid doing harm
• Do not accept responsibility for decisions that are NOT your responsibility
• Do not avoid making ethical decisions on issues that ARE your responsibility.

Competence
Example -

• Maintain, improve and promote high standards, professional competence and expertise through lifelong education and learning.

Openness
Example -

• Be open to criticism and new ideas.

Confidentiality
Example -

• Protect privacy interests, confidential information and communications of staff, customers, colleagues, friends and customers.

Responsible Mentoring
Example -

• Help to educate, mentor, and advise colleagues. Promote their welfare and allow them to make their own decisions.

Respect for colleagues and intellectual property
Example -
• Respect your colleagues and treat them fairly.  Respect intellectual property.

Social Responsibility
Example -

• Strive to promote social good and prevent or mitigate social harms through research, public education, and advocacy.

Non-Discrimination
Example -

• Avoid discrimination against colleagues or students on the basis of sex, race, ethnicity, or other factors that are not related to their competence and integrity.

Compliance and Legality
Example -

• Know and obey relevant laws and institutional and governmental policies.

GUIDELINES FOR MAKING ETHICAL DECISIONS

1. List ALL choices
As soon as decisions start to take on an ethical dimension it’s important to make a list of all possible actions.  The act of simply writing things down can often clarify issues.

2. Predict the outcome of each choice
List the benefits and consequences of each action on the stakeholders - customers, company, community and yourself. Consequences may include effects on financial position, reputation, relationships, stock availability, scheduling etc.  They may be long or short term.

3. Examine the legal implications
Consider how each action would be viewed under the law.  Ignorance is not an excuse.  If you don’t know, find out from a reliable source. The Consumer Advocates or Fair Trade Departments in most countries publish a great deal of information on Consumer law and is a good place to start.

4. Examine the industrial or professional code of ethics
Many industries have their own ‘Ethics Code”. Often what is condoned in one industry or profession is controversial in another.

5. Check your own organisation’s policy and practices
Examine your organisation’s published ethics code or policy.  As an Entrepreneur and leader of your organisation, they are probably closely aligned with your own personal code. Sometimes, however, practice might differ from policy (or intention).  So it is important to also ask:  Has this problem been encountered before and what action was taken?  What was the outcome?

6. Seek other opinions
Talking about ethical issues with others such as managers, colleagues, mentors, friends or family can provide clarification. This helps see perspectives other than your own.  With full regard for confidentiality, discussing ethical issues with those completely separate from your business can provide a fresh context.

7. Personal reflection
For each possible action, assume you have made this choice.  Examine your feelings.  How would you feel if a close friend or your own child is the main person affected by your action.  Apply the Litmus test.  How would you feel about your decisions being published in a local newspaper or splashed across a billboard?

8.  Make your decision
Select your action based on your investigations 1 through 7

ETHICS IN PRACTICE

Step 1. Model Ethical Behaviour.  A ‘Code of Conduct’ is useless if it is not applied or followed.

Step 2. Put your position on ethics in writing in a policy document or Code of Conduct.  This provides a consistent reference for everyone in the organisation.

Step 3. Discuss ethics regularly in staff meetings. Sharing real-life business dilemmas ensures all staff are aware of the expectations and have a chance to experience ethical standards being applied in a practical manner. 

Step 4. Conduct regular audits and reviews on the Company ethical stance – as it may change with advances in knowledge, technology and business practices. Adjustments and amendments may come as a direct result of Step 3 above.

As a Photojournalist your stand on ethics may not be just about the big questions. They may be tempted, tested or challenged in the way you do business on a day-to-day basis such as: