News directors make
hard ethics calls

By Andrew Huck, Loras College

Moderator Brian Allen poses a question.

A tough ethical decision cost an Eau Claire, Wisconsin news director his job, but it helped him sleep better.

“Do what is right and do not be afraid to stand up for what you know is right,” Mabie said during a discussion about broadcast ethics at the 2008 IBNA Convention.

Mabie quit his job as news director at WEAU after a deal was made between his station and a local hospital in Eau Claire to make the hospital the exclusive sponsor of all the station’s health coverage.

“If you start selling off your newscast before you know it you have an infomercial,” said Mabie.

Mabie was joined on the panel by KOMU-TV news director Stacey Woelfel and Trent Rice from KASI/KCCQ radio in Ames.

No lapel pins
Woelfel was criticized throughout Missouri for sending out an e-mail to members of his staff after September 11th attacks telling them they could not wear American flag pins or ribbons. Woelfel said you have to consider the perceptions of the viewers and how they will interpret the statement you are making. Journalists have to remain independent, he said.

Rice fought his radio station’s sales department when they asked him to cover the winner of a car from a General Motors-On Star promotion. Rice ended up reporting the story but told the sales department he would not do it again. Rice said the sales department should not dictate what is journalism. “You cannot throw your news team under a bus,” Rice said.

With the increase in ad pressure and the changes currently taking place in the business journalists will now face more ethical decisions in their newsrooms, Rice said. Rice had this advice for the students in the room, “start formulating how you would respond to these situations now.”