Remember to focus on the behaviour of media professionals with regard to the issue you have chosen, and on the ethical debates given rise to in the media coverage of that issue, and not the issue itself. (ethics theories such as hedonism, virtue theory, eudaemonia or deontology)
For example if you are looking at the News of the World phone hacking scandal you need to describe and comment on the journalists involved and the ethical rules they may have violated.
Concentrate on the ethical issues involved. For example, regarding the issue you have chosen, did the journalist/advertiser/photographer/PR practitioner (or media company/publisher etc.) concerned behave ethically? If not what ethical rules did they infringe; what were the ethical principles at issue? What debates in Media Ethics are relevant to your chosen case study?
Avoid going into the broader issue behind the case study that you are describing, e.g. if you looking at the portrayal of women by advertisers do not argue that women are badly treated in the advertising industry. Instead stay focused on what the advertisers did and how their actions met or did not meet their professional ethical requirements, or link your discussion of the actions and requirements to approaches to media ethics in general.
