The application of high professional standards will give media a new credibility.
"The existence of an independent authority for media self-regulation is necessary to raise the credibility of the media, to minimise the number of court cases against journalists and to assist in resolving conflicts, " said Mr Zlatev.
The report's suggestion that online material had far less reach and credibility than traditional media was seen as out of touch by some critics.
"Unverified reports are on an upward trend, and to a certain extent that has undermined the government's image, disrupted the information order, reduced the credibility of the media and brought a strong social response, " the agency said.
But if scientific organisations are to retain credibility, even their media relations need to remain studiously detached.
Well known journalists from Newsweek and the New York Times add considerable credibility to a new media which traditional publishers far too often ignored.
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And for all of the changes in the media industry in the past decade, newspapers continue to carry more credibility with news consumers and opinion leaders than other type of media.
But this is less about the limits of knowledge and than about protecting the fragile credibility of Time and the legacy media.
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Our joint success relies on the trust, credibility and transparency of our access to media.
Social media thus can be a means to establish professional credibility and value that can be shared throughout the virtual world.
And so it goes: Businesses worry about miffing their dealers, consumers worry about the security of their credit cards, media companies worry that selling goods will compromise their credibility.
The media and the public can be very fickle and inconsistent on the issue of credibility.
Rainer Arnold, defence expert with the opposition Social Democrats (SPD), told German media that if the accusations of plagiarism were found to be true, then Mr zu Guttenberg would lose all credibility "and a minister who's lost his credibility can't really work any more".
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