Cracking the Code

Meredith McNelis

mm132010@ohio.edu

Journalism is not what it used to be. Online forums, blogging and the digital world as a whole have reshaped this profession. Heck, it feels like you don’t even have to be a ‘professional’ to be one of today’s "journalists." Because of the growing ambiguity of this career, the code of ethics it adheres to must alter as well.

The other obvious issue that arises is how can there be one universal definition of what is ethical? Every person has a different idea of what is morally acceptable and fitting to one’s character.

What is Ethics?

When boiled down to its pure definition, ethics simply means “character”, derived from the Greek word ethos. It is what a person, or organization, believes is morally acceptable; what is in good character of someone.

Theory of Knowledge

Ethical Public Relations

I took a personal interest to the Public Relations Society of America Code of Ethics since I am a Strategic Communications major and am a member of PRSSA. When being a part of an organization that’s job is to represent other companies branding and standards, it is imperative that you think in terms of that client. One of their main points is building trust. The fact that they not only want to gain trust within their clients, but their own employers and the public as well, is something that I think is vital to a successful PR firm.

Not Set in Stone

Is it really possible for everyone who is a part of an organization to have the same opinions and moral compass? People are raised differently, have different beliefs, have distinctive characteristics; it’s hard to fit everyone in a box. If you are applying for a job or are a part of an organization, you may not always fall into the same ethical standpoint as their code. I think that a person should not have to adhere to a company’s ethics if it does not match their own, but the person should seek out a job that holds the same ethical code as them.

There is a section in PRSA’s Code of Ethics that is ever changing. They have a portion called Provisions of Conduct that “are actual examples of misconduct” and “more will be added as experience with the code occurs.” They understand that the world of journalism and public relations is constantly shifting. Most codes do not include such sections. For example, Society of Professional Journalists Code of Ethics was adopted in 1996 and has not been revised sense. I am pretty sure journalism is not the same as it was 17 years ago, so shouldn’t their rules evolve as well?

The Whole Truth and Nothing but the Truth

I do believe however that every code, and everyone, should remain truthful. As journalists, or public relations professionals, it is our job to report the truth. The public puts their trust in credible reporting and do not want to weed through what is real or not. If a person does not think that reporting false information is unethical, journalism is probably not the profession for them.

Ethics is hard to condense into one simple term. It is different from person to person and changes daily. Technology and the advancement of journalism and public relations play important roles as well in shaping ethics.