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:
1. 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.
2. Material involving payment should be clearly identified as advertising, sponsorship or promotion.
3. No journalist or media representative should ever suggest that news coverage will appear for any reason other than its merit.
4. 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.
5. 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.
"In too many countries, bribery of the news media robs citizens of truthful information that they need to make individual and community decisions," said Dr Donald K. Wright, 2004 President of the International Public Relations Association. "We started this campaign with the goal of creating greater transparency and eliminating unethical practices in dealings between news sources and the media."
"The International Press Institute's General Assembly has endorsed these principles because all attempts to corrupt the media compromise the freedom of expression that protects all other rights," said Johann P. Fritz, Director of the International Press Institute.
Peter Eigen, Chairman of the Board of Transparency International, said in turn, "We have long believed in the power of coalitions to combat corruption in all its forms. The media has an important watchdog role to hold to account those in positions of power. To be credible in this role, it is essential that journalists refuse bribes and the corporate sector desists from offering bribes. It is also crucial that editors, publishers and media owners give journalists all the support they need to implement the media transparency principles announced today."
"Courageous reporters risk life and limb every day to defend press freedom and human rights," said Aidan White, General Secretary of the International Federation of Journalists. "We cannot stand by while bribery mocks those sacrifices, anywhere in the world."
Added Jean Valin, Chair of the Global Alliance for Public Relations and Communications Management: "We represent professional public relations associations in 53 countries, and we want to bring that grassroots strength to this coalition for media transparency. This is closely linked to ethics in organizations, which is a cornerstone of effective and credible communication with the public."
The Institute for Public Relations Research and Education study of bribery for news coverage can be accessed at: www.instituteforpr.com.
