I think part of it is trying to spread the level of accountability that the proponents and those who use social media, who may not be affiliated with news organizations.... Our appeal is to try to bring them under our code of ethics so there is some level of accountability.
If journalism is expected to and does hold public officials to account, so journalists should be held to accounts as well. We feel the playing field is no longer level because, as you point out correctly, networks are competing with individuals with iPhones.
If there's a way to bring more people into the tents who understand and sign off on a code of ethics, at least we have a greater level of accountability amongst our profession. It's to try to find a way in which, regardless if you work for a network or for a local radio station, you have agreed to operate in an ethical way that will serve everyone.