Guidelines for ensuring the integrity and fairness of WXXI programming
and coverage.
Rev. Aug 19, 2025
The WXXI Public Media Editorial Standards and Practices articulate the core principles that ensure the quality and integrity of all WXXI content on all platforms. These standards are the cornerstone of WXXI’s commitment to serving the public interest and preserving the public’s trust. Everyone who creates, evaluates, or oversees content for WXXI is responsible for familiarizing themselves with and adhering to these standards, as well as related WXXI policies on content funding and production. These standards, which are periodically reviewed and revised by WXXI, are not intended to address every question that may arise when creating or evaluating content; rather, they are meant to provide a critical resource for providing guidance on editorial processes, and encouraging and facilitating discussion about whether content is suitable for distribution by WXXI. When in doubt about how best to interpret and apply these standards, please reach out to WXXI Public Media leadership.
I. MISSION
WXXI, The Little, and CITY magazine are the essential public media resources that inform, educate, engage, inspire, and strengthen our community. Content distributed by WXXI should reflect the highest standards of quality and professionalism, demonstrate a rigorous commitment to editorial integrity unencumbered by commercial imperatives, and further society’s fundamental interest in respect and informed civil discourse.
The hallmark of WXXI content is editorial integrity. Producers must protect content from political or funding pressures to preserve public trust. WXXI views the public as citizens, not consumers, offering diverse perspectives to support democracy, civic dialogue, and the needs of underserved audiences. Free from commercial constraints, WXXI fosters experimentation and innovation, pursuing unique, candid content that explores important issues with honesty.
II. APPLICATION OF THESE PRINCIPALS
For the purposes of this document:
The term “producer” also refers to reporters or any staff with day-to-day editorial responsibility for programs, segments, or other editorial content. The term “executive producer” may also refer, where appropriate, to a news editor, senior producer, or editorial project supervisor. The term “program” refers broadly to all editorial content regardless of platform, including news segments, television, digital video, documentaries, radio, podcasts, written content and social media posts.
These guidelines highlight the core standards and practices that have long guided journalists and producers of nonfiction content. They are not meant to be exhaustive. When questions arise, producers are encouraged to seek the advice of an executive producer or a supervising manager. While all WXXI employees are subject to the WXXI Code of Ethics/Conduct Policy, these guidelines apply specifically to journalists, producers, editors, photographers, cinematographers, researchers, on-air talent, and senior managers engaged in creating and curating editorial content across WXXI’s platforms. The guidelines do not apply to “lifestyle” programs, which have established their own standards and practices. Others at WXXI whose work intersects with journalism, programming, or public engagement should understand that these principles generally apply to them as well. These guidelines may be updated from time to time, and feedback is always welcome.
Producers are expected to protect the editorial integrity of all content and to adhere to the highest standards of ethical conduct in production. A good-faith effort to uphold them is expected, and willful violations may result in the termination of a producer’s relationship with WXXI.
These guidelines apply equally to staff and to contractors working on WXXI productions. The policy is in effect whenever a person is working for WXXI. Outside activities of contractors, freelancers, or external producers — whether through actions, public remarks, or written comments online or on social media — that appear to conflict with these principles may affect any future relationship with WXXI.
III. EDITORIAL PRINCIPLES
The following Editorial Principles are the cornerstone of editorial integrity that foster trust in WXXI content. These principles — all of which are of equal importance — govern the work of producers and WXXI staff, who must apply them in good faith and use their best judgment. Through these principles, WXXI delivers on its mission set forth above. These Editorial Principles apply to WXXI content distributed on all platforms. Given that platforms differ in terms of format, tone, voice, and audience expectations, the interpretation and application of these principles, as reflected in the following sections, will necessarily consider those factors.
Similarly, judgments about how best to interpret and implement these principles may differ depending on the content’s subject, the particular program, and the intended audience.
For instance, documentaries that focus specifically on opinion or commentary regarding a particular subject do not necessarily need to express other possible viewpoints. Such a documentary should, however, rigorously uphold the principle of transparency and provide context making it clear to the audience why a particular opinion was explored and why particular sources were chosen. WXXI recognizes that it is impossible to anticipate every circumstance that may arise in the production of content. Ensuring the editorial integrity of content depends on the professionalism and thoughtfulness of producers and may require consultation with WXXI Programming or Standards & Practices staff.
Independence
Editorial independence is essential to serving the public interest and preserving the public’s trust. WXXI must remain unwavering in its commitment to distributing content that exemplifies ethical and journalistic integrity rather than advancing commercial interests.
This obligation is achieved through the good-faith professional judgment of producers and WXXI staff and by carefully listening to the public. Content distributed by WXXI must be free of undue influence from third-party funders, political interests, and other outside forces. Additional guidance is provided in the WXXI Funding Standards & Practices. Editorial independence gives producers the intellectual freedom to pursue and achieve the other core principles below.
Accuracy
Accuracy means honesty, fidelity to facts, and placing facts in sufficient context to ensure that the public is not misled. Accuracy includes more than simply verifying whether information is correct and requires willingness on the part of producers and WXXI staff to question their own assumptions about the subjects they are handling. For example, facts can lack necessary context if they are presented in a way that omits important details, quotes someone without correctly reflecting what the person was asked or distorts what occurred.
Producers must also be mindful of the language used to frame the facts to avoid misleading the audience or encouraging false inferences. A commitment to accuracy also requires gathering, updating, and promptly correcting information as a story develops.
Producers must exercise the highest level of care in verifying information, especially when it relates to any accusations of wrongdoing. Producers should avoid sharing misinformation and should not allow third-party efforts to distort information or intentionally misinform the public to go unchallenged. Routine content should be reviewed by an executive producer/editor, and deeper-dive content should go through multiple editors to ensure accuracy and fairness. For particularly sensitive stories, we have an option to seek the guidance of the Cornell Law School First Amendment Clinic for prepublication legal review.
Fairness
In the pursuit of truthful information, the producer must be sensitive to issues of fairness if the program is to have credibility. We ask our audiences to trust us. In turn, we strive to treat the subject matter and the people in the story or program fairly. Appearance of intent to be fair is a strength. If the intent is seen to be fair, whatever message the program carries is reinforced. When a program seems to the viewer or listener to be unfair, it defeats itself.
Specifically, fairness means that producers will:
• approach stories with an open, skeptical mind and a determination, through extensive research, to acquaint themselves with a wide range of viewpoints.
• try to keep personal bias and opinion from influencing their pursuit of a story.
• seek and carefully examine contrary information and views.
• exercise care in checking the accuracy and credibility of all information they receive, especially as it may relate to accusations of wrongdoing.
• give individuals or entities who are the subject of attack the opportunity to respond to those attacks.
• represent fairly the words and actions of the people portrayed and, when appropriate, seek and reflect their viewpoints even if they have not agreed to be interviewed.
• inform interview subjects, when appropriate, of the general areas of investigation and questioning in advance and, if important for accuracy, give those individuals an opportunity to check their records.
• try to present the significant facts a viewer or listener would need to understand what he or she is seeing, including appropriate information to frame the program.
• always be prepared to assist in correcting errors.
Transparency
Transparency is the principle that content should be produced in a way that allows the audience to evaluate the credibility of the work and determine for themselves whether it is trustworthy. Producers must be open with the audience — to the extent practical — about how the work was produced. Being transparent is the proof, in effect, that the editorial principles outlined in these standards are living principles that inform a professional and ethical editorial process — not simply words on a page. While specific methods may vary by circumstance and platform, transparency means respecting that the audience is entitled to understand significant underlying editorial decisions to preserve the public’s trust. If producers arrive at a certain conclusion or a point of view, the audience should be able to evaluate how that conclusion or view was reached. Producers who face difficult editorial decisions should consider explaining why certain choices were made; if relevant questions cannot be answered, producers should endeavor to explain why. Sources must be clearly identified, and, in those rare instances when confidential sources need to be used, producers must explain the decision to allow anonymity and receive approval from their executive producer and WXXI leadership. Transparency also means using labels or other disclosures when presenting information that might be unclear or confusing to the audience. Finally, transparency requires that producers disclose to the audience all sources of material funding for the production and distribution of content.
Inclusiveness
WXXI strives to contribute to informed debate by presenting, over time, content that addresses a broad range of ideas, information, and perspectives. Inclusiveness means that content across the service is reflective of various geographic regions, ethnicities, genders, disabilities, age groups, religious beliefs, political viewpoints, veteran status, socioeconomic status, and other dimensions of identity. Where appropriate, WXXI may condition acceptance of content on the inclusion of additional viewpoints from which the public might draw a range of different conclusions. For instance, WXXI may request that supplemental material be added, such as a new segment, an additional episode in a series of programs, or links to credible, high-quality, related resources that provide access to additional information with varied viewpoints.
Accountability
Producers and WXXI staff must remain accountable and responsive to the audience.
Accountability requires producers to stand by their work and to be prepared and willing to respond to relevant inquiries about it, including through thoughtful online engagement with the audience. Accountability also means that producers must adhere to the highest professional standards of conduct and diligently pursue and present the truth. Conflicts of interest must be avoided, and any real or perceived conflicts that could have the appearance of influencing content must be disclosed to WXXI. Producers must correct errors, in close consultation with WXXI, as soon as they determine that errors occurred.
Producers must also work closely with WXXI to respond in a timely manner, and to the best of their abilities, to questions or criticisms from the public about significant editorial decisions or ethical issues related to content.
The actions of WXXI employees, even when “of the clock,” affect public trust. We require integrity, credibility and impartiality in our personal and professional lives, as well as on digital platforms, including social media accounts. We all have many interests and activities outside of work. In all these outside activities, we need to be careful not to compromise WXXI’s reputation and public trust, nor our own.
Partnerships and Collaborations
WXXI maintains our defined editorial standards when partnering with other entities. We identify and articulate our principles, policies and practices to all stakeholders in our partnerships and other collaborations. We require our partners to adhere to the same standards for any shared content, including transparency in the editorial process and the disclosure of content funders. We disclose all WXXI’s editorial partners. The form and frequency of these acknowledgements and disclosures will vary with the character of the relationship and the editorial content or activity that it produces.
The use of the Little Theater by outside groups is governed by our theater rental policy. Films may be rejected that contain bad faith content, are extremely derogatory towards a group of people without a larger contextual discussion, or are alienating to any group of people.
Artificial Intelligence
AI has the potential to improve the technical production process; however, it should only be used to enhance clarity and never be used to alter reality. AI has the potential to improve nearly every aspect of newsgathering, but it also has the potential to harm our credibility and our unique relationship with our audience. When using any kind of artificial intelligence, our primary aim will be to create efficiencies in our work so more staff time can be allocated to creative and higher-level tasks. AI should be a functional tool, not used to create content or manipulate photos. The publishing of AI-created content by our producers, under their byline is strictly forbidden. The use of AI in our newsroom is an evolving situation, and we will monitor the continued development of the technology for potential uses while being guided by our editorial standards.
Funding
The editorial integrity of a program demands that the funder not become a part of the editorial process. If it becomes necessary for a producer to interact with a funder at any point in time, it is appropriate to discuss the importance of the issue, the amount of research done, possible approaches to stories, and a producer’s qualifications to make the content. It is inappropriate to allow a funder to influence the following editorial decisions: including or excluding particular information or characters; giving more or less weight to any particular aspect of a program; and committing to a particular film or program architecture.
Consulting on the Use of Indecent or Objectionable Materials
In general, language and materials offensive to general taste or manners (e.g., extreme violence, racial and other group epithets, strong language, nudity and sexually explicit material) should be avoided where inclusion is not necessary to an understanding of the matter at hand. When it is judged that the exclusion of such material would have the effect of significantly distorting an important reality, an executive producer must approve its inclusion, and the program must carry appropriate warnings to the viewer or listener. In the case of national television or streamed programs and those of national radio programs or podcasts, PBS and NPR, respectively, must be notified in a timely fashion if warnings will appear before or during the program. In the case of local radio or TV programs, the Chief Content Officer must be informed. For any radio or TV program that is broadcast over the air, we must also strictly adhere to the FCC’s requirements related to obscenity, indecency, and profanity. The FCC defines indecent speech as material that, in context, depicts or describes sexual or excretory organs or activities in terms patently offensive as measured by contemporary community standards. Please consult with an executive producer regarding these requirements.
IV. Social Media Guidelines
Introduction
Although all WXXI employees are subject to the general WXXI Social Media Policy outlined in the Employee Code of Ethics, editorial employees are subject to additional standards meant to protect the journalistic integrity of individual productions and WXXI as a whole.
These standards apply to activities on personal social media accounts and any official brand accounts that you may manage. What follows has been informed by many conversations with journalists at WXXI and social media producers throughout the profession. Many central tenets were adopted from social media policies from across the news industry. Social media platforms provide WXXI’s hosts, reporters, talent and other editorial employees unique opportunities to engage with audiences directly, publish and spread the word about our work, and identify and cultivate sources and story ideas. But just as on other platforms, it is imperative that editorial employees be mindful that their behavior on social media may have an impact on the reputation of WXXI and our journalism. Each of the following standards is important, and all are informed by a basic principle: You generally should not post anything on social media that you wouldn’t say on air or online, or that would violate WXXI editorial standards, as it may undermine your credibility and integrity as a journalist as well as that of WXXI. Social media is an evolving form, and given this mutable state, new practices and new challenges will arise. Consult your senior editorial manager for help or guidance when you are unsure; these managers are responsible for ensuring that this policy is followed by staff members in their departments. Violations of these standards could lead to disciplinary action, notation on performance reviews, or termination.
Verify
Apply the same editorial judgment and standards that you apply to other parts of your work. This principle applies to reposts and shares as well, especially in the event of breaking news. When you point to what others are saying, many may interpret this to mean you are reporting that information yourself or confirming/asserting its accuracy. When possible, be clear about the current state of a story, reporting what has and has not been confirmed. Also, take steps to verify the legitimacy of a social account or profile that appears to belong to someone central to a story, and don’t assume that platform verification means that the poster is in fact that individual.
Interact Responsibly
Avoid aggression, avoid advocacy, and be transparent. Social media can be a powerful space to challenge others and elicit compelling and frank discussions, yet the conduct of editorial employees in these exchanges should continue to be guided by WXXI editorial standards of transparency, accuracy, and fairness. Interactions on social media should always be respectful. If a post or exchange becomes aggressive, it may be best not to respond. Inform your manager if you feel threatened by a post or exchange on social media.
Different social media platforms, and communities on those platforms, have their own culture, etiquette, and norms. Respect these informal rules and understand how your behavior in these groups might be helpful or harmful to your reporting or programming.
Recognize that the presence of a reporter in a social media community or group might be considered intrusive and conduct yourself accordingly.
Avoiding Advocacy
Analysis and thoughtful scrutiny are encouraged but advocating political views or editorializing — even some humor — can undermine your and our journalism and is not appropriate. The exception is the case of commentators and people whose job it is to express editorial opinions. Social media platforms blur the lines between our personal and professional selves. As an editorial employee of WXXI, one must remember that every post or “like” is to some degree public and may have an impact on the organization. Be mindful that even participation in partisan social media groups — liking, friending, reposting or RSVP’ing to an event — may be interpreted as an endorsement. However, this policy should not be interpreted as a ban on joining or following groups or individuals for reporting purposes. Be mindful of patterns in those you choose to “follow” on social media platforms; consider following a broad range of voices and sources. Always consult with your editorial supervisor if there is any question about whether your behavior could be a violation of this policy.
Transparency
As an editorial WXXI employee, you are encouraged to have accounts on social networks to enhance your reporting, build a following, and contribute to building a strong reputation for WXXI as a news and content leader and trusted brand. If you use your social media account for work in any way, identify yourself as an employee, ideally in your bio or profile rather than your username. Use a personal image (never a WXXI brand logo) as your profile photo. If you are a commentator or someone who provides opinion as part of your editorial work, just as you would elsewhere, this should be clear in any social media posting. Be honest about your intent when reporting. If as part of your work you are posting comments, posting, replying, or interacting in any way as a reporter, do your best to identify yourself and your work if your profile on that platform does not provide that information. In rare instances where there is a compelling reason to use a pseudonym or go undercover, approval from senior editorial is required. Whenever possible, add a qualifying comment to any reposts or shares that might be perceived as advocacy or endorsing an opinion on a political or controversial issue. This applies even if your profile says reshared posts do not signify endorsements — many people who see your posts and/or reposts will never look at your X (formerly Twitter) bio.
Accountability on Social Media
Social media can help you build your reputation as a leader in your field. But because social media is an extension of your professional identity — if handled poorly — it can have negative repercussions just as easily as positive ones. Erroneous posts about stories, sources, programming or your reporting, or other posts that have the potential to harm the brand of your production or WXXI, should be corrected quickly and transparently, in a fashion that represents the overall intent of WXXI editorial guidelines. This applies to WXXI-related posts on personal accounts as well. Consult your senior editorial manager when you receive new information that indicates you have made a mistake or sent out false information to determine the best way to address the situation. If you are ever in doubt about a post or interaction, enlist a second pair of eyes, whether it be a senior editorial leader or your direct manager.