mm326315@ohio.edu
“Advertisers should clearly distinguish advertising, public relations, and corporate communications from news and editorial content and entertainment, both online and offline”
This is the third principle in the AAF code of ethics. Often in today’s world, the line between entertainment and actual news is being blurred. We see it in commercials, on platforms like YouTube, and in journalism. I often find myself questioning if the sources where I’m getting my information are being truthful or if they have been endorsed to say what they are saying by another company. After reading through the PRSA and AAF code of ethics-this ideal of questioning journalism should not be existent.
PRSA states that they will “Be honest and accurate in all communications.” If this were true, both in a PR and in a news setting, then audiences would not feel that they were being scammed or lied to. After reading the codes, many of them do not seem to be a priority. While I cannot speak for the whole, many do not follow these codes. The line between advertising, PR, and news has become so blurred that journalists have forgotten their code of ethics.
Another principle that was consistent between both the AAF and PRSA codes was the disclosure of material conditions (payments, free products, endorsements). While many do disclose this information, it is often in small writing at the bottom, or simply not stated at all. If the journalist and audience openly disclose this information, then more trust would be built between the two. Below is a picture from a local news channel as they compare food delivery boxes to the grocery store. Advertising has integrated itself into the news channels.
In a world where anyone can create messages to the consumer, it is vital to understand that most do not know or understand the code of ethics discussed this week. Anyone can go on Twitter and write their opinion without any facts, they can try and stir up trouble, or they can try and sell a product without disclosing all of the necessary information. Being able to distinguish between the facts and the falsities becomes harder and harder. We need to be able to hold others accountable, and as possible future journalists, to think about our own code of ethics. How do we want others to perceive us in the future? Honesty and trust built between us and our audience are necessary to not only become successful but to be a trustworthy citizen. Gathering the facts before we write, disclosing all necessary information, and making the line between advertising and news clear are all an integral part of journalism.
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