Because of the enormous responsibility journalists have to the public, they must be aware of any situations that create a real or perceived conflict of interest. Individual journalists must weigh their obligations against the impact of:

• involvement in particular activities
  
• affiliation with causes or organizations
  
• acceptance of favors or preferential treatment
  
• financial investments
  
• outside employment
  
• friendships

Newspapers and broadcasters play a dual role in a community, as journalists and as corporate citizens. While these roles are not mutually exclusive, media leaders must guard with vigilance their organizations' stewardship role in society.
They must also insure that their primary obligation to the public is not eroded by other legitimate goals, such as:

• a quest for economic gain
  
• the interest of being a good corporate citizen
  
• the concern for their own employees
  
• the desire to be competitive in the marketplace

In the end, individual journalists might do well to ask themselves:

Am I being independent?