They Come in 3's: Accuracy, Fairness, Thoroughness

Accuracy

Accuracy simply equates to, know your stuff! One thing journalists should always have is strong ethos. Lying or excluding facts (whether accidentally or deliberately) leads to that, "burning ball of flames" as professor Atwater informed us. Literally speaking, a fall from journalist grace--if inaccuracy is found--may not be embroiled with third degree burns; but not only is the journalist shunned, the industry as a whole has a dimmer light cast on it. An example of the importance of accuracy is former New York Times journalist Jason Blair.

Consumers want to trust the media they observed and use to remain informed. So not only knowing the facts but checking them keeps accuracy foremost.

Fairness

Represent all sides involved or affected. Fairness reiterates objectivity--removing yourself from the story and acknowledging each view. Consumers are able to make fair choices from stories that are well-rounded and representative of all parties.

Bill O'Reilly (top) and Keith Olbermann (bottom) are from two different political worlds. They remain objective but their stance can often exclude other views.

Thoroughness

Thoroughness is required in basically all areas of journalism: getting the story, researching or following leads for the story, and definitely writing or reporting the story. The two previous ideals are intertwined because both fairness and accuracy should be obtained earnestly.