Environmental journalism has been criticized by various special interest groups and some editors for advocacy and faulted for inaccuracies. Sources, in turn, many from the science communities, have been accused of inaccessibility, and public relations representatiws from both industry and environmental organizations are regularly blamed for unethical behaviors rangingfrom hyperbole to more serious discussion or omission of factual information. This article reports a preliminary study of ethical decision making among members of the Society of Environmental Journalists, identifying ethical motivation diljerences (...) using the Ethical Motivation Scale. The implications of the reported dominant extrinsic guides are discussed in light of a proposed protocol for ethical environmental communication. (shrink)