Introduction to KQED’s Code of Ethics

Journalism is the lifeblood of KQED. In an era of information overload and eroding trust in media and institutions, our commitment to rigorous, independent journalism has never been more vital to the Bay Area community we serve.

As we look toward the future, we underscore our code – affirming journalism’s central place in our mission. While KQED encompasses many media platforms and content types, our newsroom remains the cornerstone of our public service mandate.

We practice journalism not as one activity among many, but as our defining responsibility to our community.

Our Core Commitments

In a fractured media landscape, we provide a common ground of verified facts upon which our diverse community can build understanding.

We maintain fierce independence, answering only to the public interest. This independence—financial, editorial, and ethical—sets us apart from both commercial media and advocacy organizations.

We practice accountability journalism that challenges power structures, exposes injustice, and demands transparency from institutions that shape public life. This work requires courage, persistence, and an unwavering commitment to accuracy.

We embrace complexity and nuance, rejecting false equivalencies and simplistic narratives. Truth often resides in the space between competing perspectives, requiring careful reporting, open-minded inquiry, and thoughtful analysis.

Who We Are

Each KQED journalist brings unique experiences and perspectives to their work. We recognize these differences as strengths that enhance our collective ability to see stories others miss and to ask questions others overlook. True objectivity lies not in denying our humanity, but in acknowledging our own perspectives and rigorously testing them against evidence and fairness.

A newsroom that reflects the Bay Area’s rich diversity isn’t merely an aspiration—it’s essential to fulfilling the information needs of our communities. Different backgrounds, experiences, and viewpoints make our journalism stronger and our service more trustworthy.

Our Promise

In every story we pursue, every individual we interview, and every fact we verify, we recommit to journalism’s highest ideals. We earn public trust not through statements of intent but through daily demonstrations of integrity, accuracy, and accountability.

This code represents our shared commitment to excellence. It guides our decisions, shapes our culture, and reminds us that journalism at KQED is not just what we do—it’s who we are.

Together, we demonstrate that robust local journalism remains indispensable to an informed citizenry, a thriving Bay Area and to the health of our democracy.

— Ethan Toven-Lindsey, KQED Editor in Chief

Code of Ethics

We have an obligation to be transparent in our methods of newsgathering and practice of ethics, to acknowledge mistakes and correct them and to avoid conflicts of interest. It is also important that we uphold standards consistent with NPR and PBS.

The Code of Ethics Guidelines apply to all Editorial/Content Staff at KQED, as well as the President and CEO and the senior leadership team (collectively referred to throughout these Guidelines as “Editorial/Content Staff”); in their public life, they must refrain from activities that might compromise KQED’s editorial independence and integrity.

All staff are required to comply with the ​Conflict of Interest chapter ​of the KQED Employee Policy Manual, as well as any applicable policies that may be adapted subsequent to the effective date of this Code. To the extent the provisions of these Guidelines establish stricter standards, Editorial/Content staff are expected to abide by the standards set forth in this Code.

Editorial/Content Staff shall avoid activities, including social media postings, that would give rise to conflicts of interest, real or perceived, with the programming and services of KQED. Examples of potential conflicts of interest include:

•  Political Activities. Editorial/Content Staff should avoid situations that would call into question their ability or perception of their ability to be fair in coverage of politics, government and democracy. The Code of Ethics Guidelines are not intended to discourage Editorial/Content Staff from expressing their views at the ballot box. In fact, KQED encourages civic engagement, and specifically voting, for its employees and in its journalistic coverage. Voting is fundamental to a functioning democracy, a necessary engagement to inform how our representatives lead and govern. Editorial/Content Staff may not, for example, contribute to electoral candidates or electoral campaigns, or serve in a publicly elected office.
• Outside activities. Editorial/Content Staff who are deciding whether or how to participate in activities should aim to preserve their own and KQED’s integrity, as well as the perception of their ability to be a fair and credible journalist on a particular issue. This standard should be used to decide, for instance, whether to participate in a march or rally, or whether to provide time or money to a group or cause. In most cases, the clear answer will be to refrain from participation. If in doubt, or to seek clarification, the Editorial/Content Staff member should discuss the activity with their department head in advance of a particular activity.
• Associations. KQED does not seek to restrict Editorial/Content Staff from participating in community, labor, civic or professional affairs organizations. However, Editorial/Content Staff shall exercise care to remain free of associations and activities that may compromise KQED’s integrity or damage its credibility. For example, Editorial/Content Staff should not sit on the boards of organizations that are engaged in significant lobbying or political activity. We acknowledge that what is considered significant may fluctuate and should be discussed between Editorial/Content staff and their department head. Editorial/Content Staff should disclose to their department head their membership in any organizations where there is a likelihood that service will create an actual conflict of interest or the appearance of a conflict of interest concerning an issue the Editorial/Content Staff member is working on. In all cases, transparency with the public should be a priority.
• Acceptance of Gifts and Gratuities. To avoid the appearance of conflicts, Editorial/Content Staff shall not accept or solicit business-connected gifts or free services from vendors or news and content sources, with the exception of nominal or professional courtesies, such as access to an event for journalistic purposes or books to review. Other items received should be politely returned. Travel reimbursement for KQED-related and approved business by an outside organization may be acceptable in certain cases.
• Outside Employment. Editorial/Content Staff may not engage in outside employment that would create a conflict of interest. Any employment outside KQED must be approved in advance and in writing by the staff member’s department head.
• Speeches and Presentations. Editorial/Content Staff who have been asked to make a speech or presentation (outside the normal course of KQED hosted or planned activities) should obtain prior approval from their department head. Such approval will not be unreasonably withheld. Any honoraria should be disclosed and agreed upon by the staff member’s department head.
• Commercial Endorsements. Editorial/Content Staff may not formally endorse commercial products, companies or services, whether or not payment is received.Editorial/Content staff that have any question regarding a potential conflict should disclose the issue to their department head in advance. In all cases, transparency with the public should be a priority.In addition, KQED adheres to​ ​The Public Media Code of Integrity​, which was developed by the Affinity Group Coalition and the Station Resource Group, collectively representing public television and radio stations and service organizations from across the country, with support from the Corporation for Public Broadcasting. KQED is also a member of the​ ​Society for Professional Journalists​.

Last updated 2025.