After reading "To Be A Successful Reporter", I've selected which I feel to be the most important aspect of such. For me, hands down, it has to be honesty and the integrity of reporting honest facts and facts with respectable claims.
"A good reporter is honest. He seeks the truth and acts independently. He does what he says he's going to do, and doesn't do something he promised to avoid. He returns his calls, and he's willing to say no. He's obsessed with accuracy and double checks his facts with call-backs. He sees both sides to every issue. He doesn't treat people as a means to an end."
What this means to me is very straightfoward. Think of it this way: If all reporters created their our sources, and weren't concered with the integrity of their facts, how would that reflect upon the media and news and information as a whole? Not too well. However, that's not too far from a reality. It seems to me, in reading the newspaper, or reading factual books trying to prove a point, that the ethics of journalism have gone down significantly. It's not so much about reporting what happened, but sugarcoating what happened to the point of explaining a story that has no relevancy at all. Also, reporters, and not all of them, but a select few ruin the images and and gained reputations of respectable reporters by creating a source and presenting it as fact. It's sad what it has become.
However, another ethics of journalism that upsets me that doesn't directly portray to honesty, but is HONESTLY ignorant, is that Ms. Britney Spears makes front page news being on MTV over the War in Iraq, or the 2008 Presidential election (by the way, the latter two actually matter to the future of this country). It blows me away.