Ethics in Communication

Ethics in Communication

Public relations practitioners have long been seen as the bastions of ethics and corporate values. In this edition, I look at the intersection between ethics, philosophy and the practice of public relations in our world today.

Philosophy's Role in PR and Ethics

Quick history lesson: In 1971, when the Bretton Woods monetary order ended, the global political economy experienced a philosophical shift. World powers adjusted their economic policy from a Keynesian disposition - a belief that the state should intervene to ensure balance in international trade and the distribution of wealth - to Hayek's neoliberalist construct that viewed markets as capable of regulating themselves and the state as tending toward totalitarianism. What does this have to do with ethics in PR? Read on!

Ethics Defined

Ethics is essentially what we should do vs. values or what we will do. Ethics demonstrated looks like integrity, credibility, honesty, empathy, respect and accountability (Image source: Inc. Magazine).

There are arguably three ethical dispositions one can take:

• Absolutist. They will walk away if their values are being compromised.
• Utilitarians. They believe the ends justify the means. At the extreme, they will work for the devil so long as they will be paid.
• Existentialists. Most practitioners walk this tight rope choosing to protect their livelihood and their ability to educate their children. Still, they will at least lodge their ethical concerns verbally and/ or in writing so that it is 'on record'. Honest PR practitioners will admit how many times they have chosen the latter throughout their career.

This is why membership in a global professional association is critical, especially for those who have not done formal academic training in this august profession. Organizations, such as the Public Relations Society of America (PRSA) or the International Association of Business Communicators (IABC), of which I am a proud member and founding president of the Barbados chapter are the two largest international PR bodies. These associations, through their accreditation, conferences, webinars, short courses and publications, such as Gillis' handbook above, constantly emphasise the importance of ethics as a key underlying thread for sound public relations practice.

The International Public Relations Association (IPRA) bases their code of ethics on the United Nations Charter, which seeks "to contribute to the achievement of the moral and cultural conditions enabling human beings to reach their full stature and enjoy the right to which each is entitled under the 'Universal Declaration of Human Rights'". The challenge with this is that much of the world is marred by racism, gender inequality, income disparities and other perceived fruits of neoliberal pursuit, a far cry from the ideals of the Charter.

PR: Advisor vs. Advocate

James Grunig and Todd Hunt, in their text Managing Public Relations, lament the extent to which public relations people are more "careerist" than professional in their value orientation. They see these advisors as prioritizing job security, salary level and recognition over values such as independence, public interest, professional honour and loyalty to an ethical creed.

This is part of the reason, perhaps, why the profession receives such public scrutiny and reputational damage. Advisors should be ethical in their orientation and recommendations but the public often only sees a biased advocate championing the company's products, services and corporate citizenship, even if they are not in the wider public's interest.

Ethics in Digital Communications

Have you noticed how social media platforms are automatically asking you to disclose whether your posts are branded content? Much like how a hired advocate at a town hall should confess who is paying for their appearance, social media mavens are now being cornered to identify their benefactors as they pose in their luxury clothing and accessories.

Indeed, there is precedent in the advertising sector, where media houses have long been tasked with advising that 'the upcoming message is brought to you compliments of X agency or Y partners'. However, I dare say there is a need for a debate on the ethical use of algorithms by social media platforms, particularly in how they show you which of your friends engaged with a piece of content. Imagine my shock when a girlfriend informed me that she had never used the cleaning company I have come to love and trust even though I selected them when I saw that she followed their page!

Ethics in PR: Practitioner Mindsets

To conclude, PR practitioners must be wary of adopting the 'technician' mindset Grunig and Hunt warned of, even though it is arguable that their career stands a greater chance of upward mobility if they focus on excellence in craft and less on challenging senior management on the ethical logic of their decisions. I maintain, as I did in my previous edition of this newsletter on Communication for Development, that there is a strong call to arms in 2022 for all of us toward what Caldwell calls transformative ethics. That is a collective global ethical stance that engenders an egalitarian society for the benefit of humanity and our lone planet rather than just pure capitalist pursuit.

I close, therefore, by asking my PR colleagues and organizational leaders: are you an absolutist, existentialist or utilitarian and how is it working out for you?

Source: Public Relations: New International Edition: Strategies and Tactics 10th Edition, Dennis L. Wilcox and Glen T. Cameron.