Every organization these days uses a slogan in order to portray a positive image of itself for reasons of self promotion. Sometimes that slogan belies the reality, being used only to attract low information viewers to increase ratings and subsequently advertising revenue.
If ever a slogan belies reality it's 'Fair and Balanced' used by Fox News. The obvious bias of Megan Kelly against presumptive Presidential nominee, Donald Trump, is a case in point.
The meltdown of 'The Five' presenter, Dana Perino, live on air when Trump overtook her beloved Jeb Bush in the primary election ratings was a wonder to behold not to mention the visceral hatred of Trump by 'Special Report with Bret Baier' contributors Steve Hayes, George Wills and Charles Krauthammer.
One instance that sticks in the mind is Baier's panel of experts listed above spending the entire final segment smearing Trump unopposed by anyone from the other side then ending with his risible slogan, "fair, balanced and unafraid". Who is he trying to con?