Whether you’re a media and communications professional, journalist, marketer, or public relations expert, ethical principles set you apart. Strong ethics are the foundation of effective communication, fostering trust and credibility in your work.
Introducing the Ethics Framework
In the syllabus “The Ethics of Strategic Communications: An Introduction” (Winter 2009), University of Oregon Professor Thomas Bivins, a co-author of several mass media ethics textbooks, provides a detailed table of ethical vs. unethical communication. Bivins’ insights serve as a guide for ethical decision-making, and they are essential for communicators striving for responsibility and integrity.
The Role of Fact-Based Communication
Bivins’ principles align with CNN’s Facts First campaign, which emphasizes distinguishing between fact and fabrication. This campaign underscores the importance of delivering factual, unbiased news, a principle that all communication professionals must uphold.
What Defines a Journalist?
According to Thomas Kent’s article “Who’s a Journalist? Closing in on Definition” (2013), traditional journalists are defined by their connection to media organizations or their work in gathering news for profit. However, Kent argues that under broader definitions, anyone involved in disseminating news could be classified as a journalist.
Testing Quality Journalism
Kent suggests several criteria for determining quality journalism, such as whether the work is intended for the public, fact-based, and free of conflicts of interest. If any of these criteria fail, the credibility of the journalist and their sources may be questionable.
-
- Is the product (writing, information, etc.) intended for the general public?
- Is the work analytical in nature and does not just relay the raw information?
- Is the reporting based on facts, not fabrications? Are statistics honest, images unmanipulated, quotations correct?
- Does the person/organization guard against conflict of interest that could affect the product?
- Does the product convey multiple views or just one side to the story?
- Does the person reveal his/her identity or contact info
- Does the person publicly correct the errors?
Using this list as a test, take a story and give it a review by answering all of its questions. If any of the above bullets are a “NO,” then question the sources and the reporter.
But does this test really determine the level of ethical communication?
Agenda-Driven Activists vs. Ethical Communicators
Stephen J.A. Ward, in his article “Going Radical: We Need A Substantial Change In The Way We Talk About Ethics” (2013), discusses the need to distinguish between “agenda-driven” activists and investigative journalists with a valid cause. Radical media ethics, according to Ward, require a shift in how we approach ethical standards, moving towards a cosmopolitan perspective.
The Five Core Values of Ethical Journalism
Aidan White, Director of the Ethical Journalism Network, outlines five core values essential for ethical journalism: truth & accuracy, independence, impartiality, humanity, and accountability. These values guide professionals in maintaining ethical standards in their communication practices:
-
- TRUTH & ACCURACY: Fact-based information, no deceptive handling of the facts.
- INDEPENDENCE: Your work should not represent anyone else; you must be transparent and act independently.
- IMPARTIALITY: Make the story whole.
- HUMANITY: Understand the consequences of what you publish and broadcast. No harassment, obscenity, or violence can be part of the humanitarian process.
- ACCOUNTABILITY: Although it’s difficult to say sorry, you must engage with the audience and correct mistakes.
Cultural Perspectives on Ethical Communication
Ethics in communication also vary based on cultural background. In “Ethics in Human Communication,” Johannesen, Valde, and Wheedbee outline principles that facilitate ethical communication across cultural boundaries, including valuing diversity and favoring the needs of the vulnerable.
Aligning Your Ethical Compass
By following these principles, whether it’s Bivins’ ethical framework, Kent’s quality journalism test, or the five core values of journalism, you can ensure that your communication is both ethical and effective. As a strategic communications professional, mastering these ethics is key to delivering responsible and impactful messages.
Conclusion: Mastering Ethical Strategic Communication
Ultimately, mastering strategic communication requires a strong ethical foundation. The art of ethical communication is vital for fostering trust and credibility, making it the final goal for every responsible professional in this field.
Works Cited (APA Style, Ordered by Appearance)
-
-
- Bivins, T. (2009). The ethics of strategic communications: An introduction. University of Oregon. Retrieved from https://pages.uoregon.edu/tbivins/stratcomweb/notes/00class-intro.pdf
- Kent, T. (2013, October 3). Who’s a journalist? Closing in on a definition. Huffington Post. Retrieved from https://www.huffpost.com/entry/whos-a-journalist-closing_b_4033856
- Do, E. M. (2013). Going radical: We need a substantial change in the way we talk about ethics. J Source: The Canadian Journalist Project. Retrieved from http://j-source.ca/article/going-radical-we-need-a-substantial-change-in-the-way-we-talk-about-ethics/
- White, A. (2015, February 19). The 5 principles of ethical journalism. Ethical Journalism Network. Retrieved from https://ethicaljournalismnetwork.org/who-we-are/5-principles-of-journalism
- Diaz, A.-C. (2018, November 15). Bananas replace apples in CNN’s update of its ‘Facts First’ campaign. Ad Age. Retrieved from https://adage.com/creativity/work/cnn-facts-first-lies-can-become-truth-if-we-let-them/957036
- Bivins, T. (2019). Profile: Thomas Bivins. University of Oregon. Retrieved from https://journalism.uoregon.edu/profile/tbivins
- Johannesen, R. L., Valde, K. S., & Whedbee, K. E. (2008). Ethics in human communication (6th ed.). Waveland Press.
-
Mikhail Oparin 