3: Strategic Communication Ethics
- Page ID
- 25126
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- 3.1: Ethics Case Study
- Several cases covered in the press highlight the ramifications of failure to use ethical and honest standards in communication efforts.
- 3.2: Code of Ethics
- Ethics is a moral code that serves as a compass for individual or societal behavior. Engaging in unethical behavior or messaging can be particularly damaging for business brands. Countless businesses have been involved in scandals and crises stemming from unethical behavior and judgment. Recovering from these instances is difficult, and the effects are sometimes irreversible.
- 3.3: Defamation
- Compromising the code of ethics may have legal consequences, depending upon the situation. One of the most common ethical problems that occur in court cases is defamation. Defamation is intentional damage done to one party’s reputation by another party. Although it is not a crime, it is considered a civil suit in a court of law.
- 3.4: Conflict of Interest
- Conflict of interest is “a clash between a person’s self-interest and professional interest or public interest”. Communication professionals should try to eliminate any action that may compromise their impartiality or the interests of their organization. That includes separating personal interests from the organization’s goals.
- 3.5: Plagiarism
- Plagiarism is an issue in both academic and professional situations. The term refers to using another person’s work without proper credit or attribution. Plagiarism is a very serious offense in the strategic communication field, and is particularly egregious in journalism.
- 3.6: Lack of Transparency
- Most crisis communication experts agree that transparency is key to maintaining or regaining the public’s trust. Lack of transparency can have devastating effects that sometimes leave a permanent stain on a company or brand’s image. Brands cannot thrive without the public’s trust.
- 3.7: Misleading Advertisements
- Similar to public relations agencies, advertising firms often have a reputation for using manipulative tactics at the expense of the consumer. This is largely due to consumers’ experiences with misleading advertisements, or promotions that exaggerate claims or misinform audiences. The goal of an advertisement is to emphasize the benefits of a product or service over any drawbacks or shortcomings.
- 3.8: Corporate Social Responsibility
- Numerous companies are taking measures to create an ethical brand image. One strategy is through corporate social responsibility, which is a business model or practice that seeks to benefit the greater society. More and more consumers support businesses that create initiatives to help communities. Corporate social responsibility can take a variety of forms, from making charitable donations to local causes to underwriting beneficial projects in developing countries.