With the filing of certificates of candidacies two months away, Cebu media were reminded yesterday not to accept bribes by politicians seeking public office in next year's elections.

Jose Pavia, Philippine Press Institute (PPI) executive director, said while the ?goodies are everywhere?, this should not stop media practitioners from upholding ethical standards in covering the news.

?Money is not bad in itself. We need it but it poses a lot of problems. I'm not here to impose ethics on everyone but to help you when issues confront you in your work. It boils down to conscience,? Pavia told over 40 forum participants at the Marcelo Fernan Cebu Press Center,

The forum ?Ethics and Envelopes in Election Coverage,? was organized by CEBU DAILY NEWS as part of the 15th Cebu Press Freedom Week celebration.

On dealing with ?gifts and cash? from news sources, Pavia quoted Business World editor Vergel Santos who said ?ethics is a matter between you and your conscience.?

He said responsible journalism can be ?best tested? if the gift giving is exposed.

The Freeman copy editor Joeberth Ocao said his personal guideline is to ?just say no? to such offers because they insult his sense of professionalism.

CEBU DAILY NEWS publisher Eileen Mangubat said it?s not always a clear-cut situation.

?Some media organizations allow gifts on birthdays and during Christmas. Some set a limit on the value of the gift. It's not the amount that matters but the impact on the journalist when you write the article,? said Mangubat, the moderator.

Mangubat said newsrooms should revisit their House Rules on conflict of interest and envelopmental journalism in preparation for the May 2010 elections.

?They should discuss situations openly with their reporters and photographers, and signal columnists about where the publication draws the line on friendly associations with public figures who are eying election or reelection,? she said.

Mangubat said CDN has a ?a simple, black-and-white rule?no envelopes, ever.? Violators risk losing their job.

?The intention is to make the penalty so distasteful, a journalist would not go 10 feet near temptation,? she said.

CDN reporter Ador Vincent Mayol talked about two instances when news sources distributed cash at a press conference. He said he disclosed the incident to his editor, donated the money to charity and sent the receipt to the giver, a standing practice in the paper if an envelope can?t be rejected on the spot.