1. Freebies and financial concerns
and the news personnel
By Nancy R. Cudis

2. Forms of freebies and
financial concerns
 Salary
 Government media
 Commercial media
 Advertising and sales
 Bribes
 Money envelopes
 Interpersonal
 Intraorganizational
 Interorganizational
 Freebies (friendship buying)
 Trips
 In kind (food, grocery items, etc.)

3. Scenarios
 Worldwide
 In Ghana, a reporter goes to a press conference,
and inside her press packet, there’s a brown
envelope containing the equivalent of a $20 bill. Not
surprised, she slips it into her purse before heading
back to the office to write up the event.
 In Russia, a public relations agency sends out a
bogus press release about a fictitious company.
Thirteen publications swallow the bait and agree to
run the release just like a story, but only after
demanding payment ranging from about $125 to
nearly $2,000.

4. Scenarios
 Worldwide
 In Cambodia, a newspaper publishes a special
edition devoted to the birthday of a prominent
politician, complete with congratulatory
advertisements from businessmen and lower-
ranking officials. Then the paper sends out a bill
for the ads – even though many of the
“advertisers” didn’t know the ads were being used.
They pay up anyway, rather than risk seeming not
to want to honor the politician.

5. Scenarios
 Philippines
 Money envelopes were allegedly openly
distributed to journalists at a press conference by
former President Joseph Estrada, then vice-
president at the time. The move was said to be
initiated by Estrada’s fire-fixer Ike Gutierrez who
allegedly did another press-bribery on behalf of
Antonio Sanchez, the mayor who has since been
convicted of rape and murder and is now in
prison.
 Maguindanao Massacre (Nov. 23, 2009)

6. Points for Reflection
 Media have been so much engaged in defending
journalists, that the media become shy sometimes in
uncovering or exposing this side of our craft.
 Not only do journalists accept bribes and media
houses accept paid material disguised as news
stories, but all too often, reporters and editors are
the instigators, extorting money either for publishing
favorable stories–or for not publishing damaging
ones.
 PR professionals may be instigators of media
corruption, but they are also victims.

7. Points for Reflection
 While cash for news coverage is a problem
that nearly everyone familiar with
international journalism characterizes as
extremely serious, it receives remarkably little
in the way of focused work toward a solution.

8. International Declaration of Principles
of Professional Ethics in Journalism
 Principle IV: THE JOURNALIST’S PERSONAL
INTEGRITY
 The social role of the journalist demands that the
profession maintains high standards of integrity,
including the journalist’s right to refrain from working
against his or her conviction or from disclosing sources
of information as well as the right to participate in the
decision-making of the medium in which he or she is
employed. The integrity of the profession does not
permit the journalist to accept any form of bribe or the
promotion of any private interest contrary to the general
welfare. Likewise, it belongs to professional ethics to
respect intellectual property and, in particular, to refrain
from plagiarism.

9. IFJ Declaration of Principles on the
Conduct of Journalists
 2. In pursuance of this duty, the journalist shall at all times
defend the principles of freedom in the honest collection and
publication of news, and of the right of fair comment and
criticism.
 4. The journalist shall use only fair methods to obtain news,
photographs and documents.
 8. The journalist shall regard as grave professional offences
the following:
* plagiarism;
* malicious misrepresentation;
* calumny, slander, libel, unfounded accusations;
* acceptance of a bribe in any form in consideration of either
publication or
suppression.

10. Journalist’s Code of Ethic (Philippines)
 (fifth stipulation) I shall not let personal
motives or interests influence me in the
performance of my duties; nor shall I accept
or offer any present, gift or other
consideration of a nature which may cast
doubt on my professional integrity.

11. The Basic Principle
 “All a plain journalist should endeavor, I have
been taught as a matter of principle, is to learn
as much as he can about his news subject and
tell its story (1) objectively, that is, without any
bias, and certainly without the slightest sense of
moral advocacy; (2) fairly, that is, with all the
sides to every issue aired; (3) accurately, with
absolute fidelity to facts and contexts; and (4)
clearly, in a manner readily understood by the
general reader.” –Vergel O. Santos, Worse Than
Free (Essays On Journalism Ethics And Other
Media Issues)

12. Recommendations for news
organizations
 Adopt, publicize, and then stick to a firm policy of
zero tolerance for any form of cash for news
coverage–from simple “facilitation” payments to
reporters to paid ads masquerading as objective
news.
 Review pay policies, acknowledging that pay can
have an impact on ethics, and work to remove that
rationale as an excuse for journalists.
 Take the initiative in creating accountability systems
on their own, such as appointing an ombudsman, to
establish a more transparent relationship with their
audiences.

13. Quotes for Reflection
 “How can [readers] trust anything they read if
they don’t know whether the journalist has been
paid?” — Patrick Butler, President, International
Center for Journalists
 “Courageous reporters risk life and limb every
day to defend press freedom and human rights.
We cannot stand by while bribery mocks those
sacrifices, anywhere in the world.” — Aidan
White, General Secretary, International Federation
of Journalists

14. Quotes for Reflection
 “It is really harmful for journalists as this practice
does not allow them to realize their professional
duties … and even honest journalists are often
accused in bribery.” — Ukrainian journalist
 For all the power journalism may have to topple
governments and expose the inner secrets of giant
multinationals, it can also be an exceptionally
fragile institution, vulnerable to the petty greed or
strained economic circumstances of a single
reporter or editor. —By Bill Ristow, Cash for
Coverage: Bribery of Journalists Around the World (A
Report to the Center for International Media
Assistance)