Credit where credit it due
Ethics is doing the right thing when no one is watching. As we are growing up, we have teachers and parents that are watching us most the time to keep us on the "right" path. As we become adults with our own careers, we become responsible for ourselves. In the media millions of eyes can be on your work. Not every piece of work done can be checked before sending out. News stories or Press releases are sometimes too urgent to be looked over for doing right by those involved. By creating your own ethics to follow in any career, you are able to have things to look at keeping yourself in check when no one is around to help you do so.