3 Lessons On Journalistic Integrity: What It Is, What It’s Not, and How You Can Build It For Yourself

by Ewan MacKenna, co-founder & Head of Editorial. 

In an an era where only 26% of Americans trust news organisations (Gallup, 2022), independent journalists (and publishers) face both unprecedented challenges and a golden opportunity. 

What is telling is that 50% of Americans believe that this trend goes beyond simple misinformation being pushed by news organisations, that there is intent to deceive (Gallup & Knight Foundation, 2023).

This stark reality demands a moment of pause, a rare chance to reflect on our role and responsibility in shaping public discourse. The question is, are we ready to seize it? 

You might swat away such rhetoric with claims of “oh, that’s only in America, where things are different”, or “it’s not like that where I live“. 

Au contraire, Pierre. 

It’s Closer To Home Than You Might Think 

A few months ago, back in my home country, Ireland, I witnessed something that crystallised this crisis of trust. 

A prominent journalist from a major newspaper appeared on national television to discuss a tragic incident. Their comment, “The media has a responsibility to not report views that are incitement to hatred,” gave me reason to pause. 

This notion – that journalists should curate (a generous word, in this context) truths for public consumption – strikes at the heart of our profession’s purpose. 

Another, certainly more cynical, way to look at this trend is that it represents lies of omission, and a deliberate structuring of narratives to further a particular agenda or mandate, despite the ethical or legal concerns. 

Whilst it is not always nefarious, the risk is high and increasing. Both in severity and frequency. 

It leaves the question for all journalists to consider: Are we here to police public opinion, or to inform it? 

This specific example in Ireland is on top of a separate scandal facing the national broadcaster, calling into question their objectivity, impartiality, and their perceived ability to speak truth to power. Many think this has been damaged beyond repair, if not completely eroded altogether. 

The broadcaster is accused of being an effective mouth-piece for the government, and mis-managing funds to a fraudulent degree, in an apparent complete loss of objectivity or integrity within the company. 

The result has been a massive public backlash against the broadcaster, a remarkable drop in trust amongst the general public, and a furthering of the persistent narrative that they are a “puppet of the state”. 

Following the scandal, with minimal legal fallout or punitive consequences for anyone involved, the government recently awarded the broadcaster €750M in grant funding, thereby further exacerbating the narrative that they are biased and inextricably linked, in order to push the propaganda of the state. 

Key Questions to Examine Your Objectivity in Your Reporting 

In an age where the line between journalism, activism and entertainment often blurs, where ideology can overshadow objectivity, these questions have never been more crucial. 

Do we (journalists) have an agenda to serve, as a result of political or financial circumstances? 

Have we become activists rather than journalists? 

Does our ideology overshadow the story? 

In our rush to compete with social media influencers and citizen journalists, have we forgotten our core values of objective, impartial truth-seeking? 

Add entertainment-value, the private-equity ownership model, unprecedented levels of state-sponsored propaganda, and the continued evolution of the social media supercomputer to the mix, it becomes increasingly murky: what is journalism in the 21st Century? 

The challenge is certainly clear: as freelancers diversify beyond print, covering more ground to stay afloat financially, it’s easy to lose sight of our core values. But in this challenge lies our greatest opportunity – a chance to return to what made journalism trusted, successful, and reputable. 

What Journalism Is Not 

Let’s start at the end, with what journalism is NOT. This can set a clear understanding for how to deliver and deploy the principles of traditional journalism. 

As important as it is to know and understand these principles, it’s equally important to recognise what journalistic integrity is not. 

It’s not about: 

Presenting false balance: Giving equal weight to fringe theories and established facts is not objectivity – it’s misleading. In the worst examples, it’s fraudulent. It may ruffle some feathers to read this, but in certain contexts or situations, not all opinions are equal. 

Allowing personal biases to shape coverage: We all have biases, but integrity demands we recognise and mitigate them. The best journalists leave their personal opinions at the door, in favour of objective truth-seeking. The best of the best are able to present the merits of an idea, that they totally disagree with on a personal level, in pursuit of objective truth, for the benefit of the reader to be able to make an informed decision themselves. 

Prioritising speed over accuracy: In the race to be first, truth should never be sacrificed. As any great carpenter knows: measure twice, cut once. 

5 Steps to Building-up Your Journalistic Integrity 

So, how do we navigate this landscape while upholding the principles of journalistic integrity? Here are five actionable steps: 

1. Implement a personal fact-checking protocol: 

Before publishing any contentious claim, cross-reference at least three reputable sources. This simple practice can significantly boost the accuracy and credibility of your work. 

2. Cultivate a diverse network of expert sources: 

Actively seek out perspectives across political and ideological spectra. This approach ensures more balanced reporting and challenges our own biases. 

3. Embrace transparency: 

Clearly distinguish between fact and opinion in your work. When errors occur – and they will – correct them promptly and visibly. A 2023 study published in the Cambridge University Press (Freitag, et al. 2023) found that readers view corrections as a sign of credibility rather than incompetence. 

4. Engage in continuous learning: 

Stay updated on evolving journalistic ethics and best practices. Resources like the Society of Professional Journalists’ Code of Ethics provide valuable guidance. 

5. Prioritise long-term credibility over short-term gains: 

In an age of clickbait, resist the temptation to sensationalise. Focus on building a reputation for reliability and depth – it’s your most valuable asset as an independent journalist. 

Pro-tip: avoid subjective superlative words that suggest your opinion, instead an objective statement of fact – e.g. “that despicable person” / “the perfect person“, etc. 

So, What Now? 

We stand at a crossroads. 

On one side lies the path of least resistance – catering to echo chambers, prioritising clicks over substance, displaying a preference for ideology over truth. 

On the other is the harder trail of integrity, fact-checking, balanced reporting, considering and publishing viewpoints that you do not like, or disagree with, but which are relevant and significant to the story. 

The path to integrity isn’t always the easiest or most profitable in the short term. 

It’s a path that may not always be popular, but it is the essence of the job; the nature of the beast. 

Imagine signing-up to be a referee in sports, but then complaining when fans shout at and disagree with your decision-making. It’s the nature of the beast. 

What will make it harder, as the 2021 Reuters Institute Digital Report revealed, is that readers and audiences are wise to the game. They are tuning out. 

The report found that 42% of people actively avoid news due to perceived bias or negativity. This highlights the urgent need – and market demand – for objective, constructive journalism. 

(We’ve mentioned them before, but check out Solutions Journalism Org for more tips and advice for constructive journalism practices). 

You may even surprise yourself, and change your mind on a subject or two that you thought you had well understood. 

As Christopher Hitchens, who was once a stalwart of the left but later supported the Iraq War, demonstrated that true journalistic integrity sometimes means evolving our views when faced with new evidence. It involves listening to those we may disagree with, seeing their perspectives as worthy of consideration rather than attack. 

David Brock publicly renounced his conservative views, apologising for his past work, as described in his memoir Blinded by the Right where he detailed his disillusionment with the right-wing media, in the wake of the 9/11 attacks. 

In Conclusion: 

Our role as journalists isn’t to tell people what to think, but to provide them with accurate, comprehensive information so they can make up their own minds. In doing so, we not only fulfil our professional duty, but also play a crucial role in maintaining a well-informed, democratic society. 

If this resonates with you, I urge you to share this post with fellow journalists who might benefit from this perspective. 

Together, we can reclaim the trust that’s been eroded and reaffirm the vital role of journalism in our society. 

And for anyone eager to gain a competitive edge or seeking additional support in navigating these challenges, feel free to reach out to our team anytime. We’re here to help you not simply survive but thrive in this new era of journalism. 

(You can book a call directly here – we’d love to chat!) 

Remember, in a world awash with information, integrity isn’t just a virtue – it’s your most powerful differentiator. 

Stand out.