The journalism’s highest humane purpose is the protection of the human rights and freedoms and the development of a democratic, civil and social society. But, considering the realities of modern journalistic activities, various political, ideological, cultural, moral, religious and other positions collide constantly. Journalists, in the process of making the right moral choice, are helped by knowledge of professional values. In the humanistic concept, the professional values of journalists represent universal, generalized ethical requirements, the guidelines for their moral choices, designed to promote the progress of a person and humanity. Journalism as a social institution in its activities is guided by the values, ethical principles, universal ideals of journalistic activities developed by the international organizations, such as the United Nations, the Council of Europe, OSCE, IFJ, which ensures homeostasis, a dynamic, controlled balance for a positive impact on the development of society