Ethical journalists act with integrity, seek the truth, and report on it. Telling a story of public interest requires transparency on who provided the information and how the reporter acquired it. Sometimes sources or experts will only speak with a journalist if the conversation is considered on background or deep background. The terms are part of a journalist’s reporting arsenal and should only be used when necessary. But some subjects, particularly those in positions of power, have used this type of attribution to their advantage.

It feels like a new conspiracy theory is popping up every day.  Just look at the social media posts after Buffalo Bills safety Damar Hamlin collapsed during the game against the Cincinnati Bengals. Doctors say the sudden hit to his chest caused a cardiac arrest, but within minutes, vaccine skeptics blamed the COVID-19 vaccine.

We’ve all heard the saying, “There are two sides to every story.” And sometimes, that’s true in journalism–and life. But balance is not an element of journalism and certainly not its goal. While reporters investigate both—or many—points of view to arrive at what Bill Kovach and Tom Rosenstiel call “the most complete understanding of the facts,” giving equal time to both sides may not always be fair to the truth.

Representation is a huge challenge for newsrooms, and you’re right– they need to do better. When news outlets consult the same people, again and again, the audience is deprived of a full range of voices, perspectives and even facts. A lack of diversity and representation can also breed audience disengagement and mistrust.