From Fragmentation to Force: Building a Unified Ethical Foundation for Communicators

This is the third article in a series exploring ethics in communications.

Information, disinformation, and misinformation permeate every aspect of our lives. Consider for a moment that someone intentionally created that ad, crafted that message, wrote that story, or created that strategy to achieve their objectives. What values guided that process? What checks and balances were in place? What are the consequences for communications that cause harm?

These questions swirled about in my mind while studying the display on stereotypes at The National Museum of African American History and Culture. Before me were ads, merchandise, and messaging -- a sophisticated, multi-channeled marketing communications campaign – designed to change our attitudes and behaviors -- to dehumanize people! –- to achieve a series of goals and objectives that have served to limit opportunity and disenfranchise human beings for centuries.

It's in this context that the importance of ethics in public relations, journalism, marketing, and social behavior change communication cannot be overstated. While professions such as law and medicine have enforceable codes of conduct, communication disciplines often struggle with consistency and enforceability in ethical practices. This issue is further complicated by the fragmented way in which communication is taught in higher education.

I believe in the power of communications and in the power of ethical storytelling. I love what I do, and I understand how it can be used and misused. I want to go beyond intentions and share how communications can be a force for good in our communities and our society. And like all work worth doing, it’s going to take some work.

Defining Ethics in Communication, Defining Communications and Who Communicates

Let’s start with some definitions. Ethics in communication encompasses the principles and standards that guide behavior in the creation, dissemination, and reception of messages. It involves honesty, transparency, respect, and fairness, ensuring that the communication process promotes trust, integrity, and mutual understanding. Ethical communication is critical not only for building trust and credibility but also for combating misinformation and fostering a well-informed public.

Now we need to define communications and its practitioners. Throughout my career, I’ve been called a “press guy,” a “Mad Man,” (from AMC’s “Mad Men”) “Mr. Pope” (after Olivia Pope in ABC’s “Scandal”), and a flak (from a WWII-era “flak jacket”), but never a hack (a term for reporters). While these terms are endearing, to define ethics, we must define the profession accurately and inclusively.

Thus, communications is the strategic practice of creating, conveying, and interpreting messages through various channels to inform, persuade, and change the behavior of targeted audiences.

This integrates multiple disciplines, broadly classified into:

• Public Relations and Corporate Communications: Managing and fostering a positive public image and relationships between organizations and their audiences, including media relations, crisis management, community engagement, internal communications, investor relations, and corporate social responsibility (CSR) initiatives.
• Marketing and Digital Communications: Promoting products, services, or ideas to target audiences to drive engagement, sales, and brand loyalty, through market research, advertising, content creation, and engaging with audiences via digital platforms and social media.
• Journalism and Media: Gathering, verifying, and presenting news and information to the public through various media outlets to inform, educate, and sometimes entertain the audience while upholding ethical standards of accuracy and fairness.
• Health, Social, and Environmental Communications: Disseminating health-related information to promote wellness and prevent diseases, influencing and changing individual and community behaviors, and conveying environmental information to promote awareness and sustainability through public education, advocacy, and media campaigns.

Journalism is included in this discussion of unified ethical standards because it uses storytelling to inform and engage the public. However, due to its unique role in society, it should be considered independent within the field of communications.

Additionally, the media relations and media advocacy component of public relations can sometimes seem at odds—and even downright adversarial—with journalism. In my professional experience, defining "a good story" fundamentally differs from a reporter's definition. And that's okay, but we need to say so.

The Challenge of Fragmentation

Unlike law or medicine, where ethical standards are rigorously upheld across unified professional schools, communication disciplines are often housed in separate departments. Public relations, marketing, journalism, and health communication frequently operate in silos within academic institutions.

For example, after a presentation by professors from the Johns Hopkins University's Center for Communications Programs on social behavior change communications, where they discussed the application of the same theories I studied at Johns Hopkins’ Department of Communications, I learned these professors didn’t know each other.

My intention is not to shame my alma mater. Still, it was an eye-opener, revealing the fragmentation within the field and highlighting an opportunity to bridge the gap. A common segmentation I found at universities is the marketing department is housed within the school of business, while journalism is either a separate department or part of the communications department. More on the role higher education can play in a moment

The Need for Unified Ethical Standards

I recognize that ethical codes already exist, and practitioners within these fields make every effort to follow their respective codes of conduct.

The PRSA Code of Ethics emphasizes values such as advocacy, honesty, expertise, independence, loyalty, and fairness. Similarly, the American Marketing Association (AMA) Statement of Ethics outlines principles such as honesty, responsibility, fairness, respect, transparency, and citizenship, promoting ethical norms to foster trust in the marketing profession. The Global Alliance for Social and Behavior Change's Code of Ethics provides guidelines for professionals in this field, focusing on respect for individuals and communities, honesty, accountability, and the promotion of social justice. And the Society of Professional Journalists (SPJ) Code of Ethics calls for journalists to seek truth and report it, minimize harm, act independently, and be accountable and transparent. These principles guide journalists in maintaining integrity and credibility in their reporting.

Research indicates that communications professionals across all specialties recognize the importance of ethics but face significant challenges in their application. For instance, an online survey of PRSA members revealed that while a majority agreed that public relations suffers from credibility issues, they also identified truth-telling, factual accuracy, and client confidentiality as critical ethical concerns. However, without enforceable codes of conduct, these ethical principles remain ideals rather than standards.

Unified ethical standards in communication can provide a consistent framework that professionals can follow, ensuring that communication practices are aligned with core ethical principles across various contexts and platforms. Do good, do no harm, remember? This consistency helps build and maintain public trust, as audiences can rely on the integrity of the information they receive. Additionally, unified standards serve as a benchmark for evaluating and improving communication practices, promoting accountability and professional development within the field.

1. Building Trust and Credibility: Consistent adherence to ethical standards helps establish and reinforce trust with audiences. When communicators are known for their integrity and transparency, their messages are more likely to be received positively and believed.
2. Combating Misinformation: Unified ethical standards can play a crucial role in addressing the spread of misinformation. By committing to accuracy, fairness, and transparency, communicators can help ensure that the public receives reliable and factual information, reducing the impact of false or misleading content.
3. Enhancing Professionalism: A unified approach to ethics elevates the profession by promoting a culture of accountability and continuous improvement. It encourages communicators to reflect on their practices, seek feedback, and engage in ongoing professional development.
4. Facilitating Collaboration: When all communicators adhere to the same ethical standards, it creates a common ground for collaboration. This shared foundation can enhance interdisciplinary efforts and partnerships, leading to more effective and impactful communication strategies.
5. Protecting Public Interest: Ethical standards ensure that communication efforts serve the public interest, safeguarding against manipulation and exploitation.

Technology has significantly transformed the landscape of communication, introducing new ethical considerations. The rise of social media, for instance, has blurred the lines between personal and professional communication, making it essential to navigate issues such as privacy, authenticity, and the potential for misinformation. The use of AI is an evolving topic that also must be addressed clearly. Ethical standards must evolve to address these challenges, ensuring that communicators use technology responsibly and transparently

.Voluntary Codes vs. Mandatory Oaths

A key distinction between communication professionals and those in fields like law and medicine lies in the nature of their ethical commitments. Professions such as law and medicine require mandatory oaths and enforceable ethical codes. For instance, doctors take the Hippocratic Oath, pledging to uphold specific ethical standards and facing severe consequences for breaches. Similarly, lawyers must adhere to stringent codes of conduct enforced by bar associations, with violations resulting in potential disbarment.

In contrast, communication professionals often operate under voluntary codes of ethics provided by professional associations. These codes offer guidelines and principles aimed at promoting ethical behavior. However, the lack of enforceability means these codes function more as aspirational standards rather than binding rules. This voluntary nature can lead to variations in ethical practices and accountability across the field. As one researcher found, one result of these voluntary codes is that communications professionals act ethically because they want to, not because they have to.

The Role of Higher Education

Higher education plays a pivotal role in shaping the ethical frameworks of future communication professionals. However, the current structure of separate departments for public relations, marketing, journalism, and health communication can dilute the focus on a unified ethical standard.

And ethics in communications education shouldn’t stop once a degree is earned. My own path to becoming a communicator didn’t include communications classes when I was an undergraduate, making it critical for professional associations to reach practitioners and offer professional development programs focused on ethics. Researchers found ethics education in the workplace is ad hoc at best and tends to be driven by the induvial, not the organization.

There is a demand for ethics education in the communications field. Let’s feed it. Plus, researchers for a separate project found that organizational culture and the ability to engage in open dialogue with leaders are crucial for developing ethical behavior in public relations professionals. Yet, if different communication disciplines continue to be fragmented in schools and on the job, students and communications practitioners may miss out on these critical ethical discussions and the development of a cohesive ethical foundation.

Moving Toward Integrated Ethics Education

Communication programs at the college and university level, along with professional development programs, should consider a more integrated approach to ethics education to address these challenges. Here are some steps that could help bridge the gap:

1. Interdisciplinary Ethics Courses: Develop and require ethics courses that cover all communication disciplines. This would provide a comprehensive understanding of ethical issues and promote a unified standard across public relations, marketing, journalism, and health communication.
2. Collaborative Learning Environments: Encourage collaboration between different communication departments. Joint projects and discussions can help students appreciate diverse perspectives and understand the broader impact of their work.
3. Emphasize Enforceable Standards: Advocate for more enforceable ethical standards within professional associations. While voluntary codes are a start, they need to be backed by mechanisms that ensure accountability.
4. Practical Ethics Training: Incorporate real-world ethical dilemmas into the curriculum. Case studies, simulations, and role-playing can help students apply ethical principles in practical scenarios, preparing them for the complexities of the professional world.

While interpretations of ethics in action will vary within these communications disciplines, they should have a common starting point.

What’s Next?

The communication field is at a crossroads. We must establish a unified ethical framework to build trust and credibility and even repair past wrongs. By breaking down silos and prioritizing ethics in education, we can create a profession that makes the most of communications to do good.

I want to hear from you. How can we, as communication professionals, break down the silos within our field to foster greater collaboration and consistency in ethical standards? What challenges have you encountered in maintaining ethical standards, and how have you addressed them?

In the next article, we’ll discuss the role of communication practitioners in a fragmented field, exploring the transferable skills that unify us and the specialization that enriches our profession. Stay tuned!