People should patronize businesses that meet high ethical standards, and the news media should help them to patronize those businesses.
Conclusion
If a business does something notably ethical positive, the news media should publicize that fact.
Evidence
People should patronize businesses that meet high ethical standards, and when people hear about a business's ethical conduct (i.e. through news media publicity) they are often motivated to support that business.
Evaluate
GIVEN that we should patronize businesses with high ethical standards, and GIVEN that people often patronize a business when they hear about it acting ethically, HOW COULD WE ARGUE that when a business performs a notably ethical action, the news media should not necessarily publicize that fact?
The one way that came to me was if it's a transparent publicity stunt, we don't want to promote it and give that fossil fuel enabling company the good press it deserves.
Like if Exxon is accelerating climate change, the media shouldn't cover a "tree-planting ceremony" Exxon is doing near city hall and then motivate people to patronize Exxon as though they're some highly ethical company.
Goal
Find way to say that sometimes the media might drive people to patronize a business that isn't meeting high ethical standards, they're just doing a notably ethical action to get good publicity.