W3

• Article 15: The right to

  form, hold, receive and

  impart opinions.
• Article 16: Free and equal access to information inside and outside state borders.
• Article 19: The freedom to hold opinions without

  interference and to seek, receive and impart

  information through any media.
• Seek truth and report it:

  Journalists should be honest, fair

  and courageous in gathering,

  reporting, and interpreting
• Minimize harm: Ethical

  journalists treat sources, subjects

  and colleagues as human beings

  deserving of respect.
• Act independently: Journalists

  should be free of obligation to any

  interest other than the public’s right

  to know.
• Be accountable: Journalists are

  accountable to their readers,

  listeners, viewers and each other.
• “Mediated” refers to the presence of a medium like

  television, radio or billboard, to convey the

  message from sender to receivers.
• “Identifiable source” refers to a named, rather than an anonymous message.
• “Action” refers to the behavior

  that is desired by the advertiser,

  such as buying a product or

  service, adapting a behavior
• As marketing tool: Products find buyers through

  advertising.
• As transmitter of information: Advertising

  provides the information that consumers need to make
• An economic stimulant: Advertising is a global industry employing large numbers of people and generating huge revenues.
• A purveyor of values: Advertisements may promote certain values such as health, thrift, civic engagement, environment-friendly behavior.
• “Process” is a preferable to “management function,”
• “Relationships” relates

  to public relations’ role in

  helping to bring together

  organizations and

  individuals with their key

  stakeholders.
• “Publics” is preferable to “stakeholders,” as the

  former relates to the very “public” nature of public

  relations