A journalist always has to take care that the stories should answer needs of citizens, not just the interests of insiders, or the political or economic system. There should be a demonstrated effort to understand and reflect the whole community. People should see clear cases in which the news company will put its own financial interests at risk by providing information--through news, reviews, retail and consumer coverage-that could do it harm. People should expect news companies to disclose any synergy, connecting partnerships or conflicts of interest as they relate to a particular story. This includes reporting on a news organization's own lobbying efforts.

It should be clear that commentators, columnists and journalists of opinion are serving the citizen debate rather than the narrow interests of a faction or a particular outcome. Journalists need not be neutral, and they will not have divided loyalties. If journalists get too close to those they cover it only makes it more difficult for them to understand or convey all sides. Secretly counseling or writing speeches for sources is an example. Journalists' work should display evidence of independent thinking-- not always criticism of one side and praise of the other.