Some non-journalists might wonder about the big flap over the altered photograph, but the point is this: journalists in the field -- unlike bloggers, columnists, pundits and other commentators -- should provide unaltered observations of reality for readers and viewers. I almost wrote "objective observations..." but we all know objectivity is an impossibility. We all report and filter reality through our own biased perceptions of the world. That's a given. But to deliberately alter a perception of reality is unethical for a journalist. Editing is a necessity for any journalist, photo or otherwise. But some semblance of objectivity should be a goal toward which any journalist should strive.
Now, how does this relate to church? Take a look at church websites. How many of them consist of altered images of their congregations? My hunch is, quite a few. I agree with Dean's assessment: "regarding your church web site, remember, we are supposed to be beacons of truth. So if you're thinking of faking it ... DON'T!"