Strategic Communication Ethics Codes

Madisson Gilmore

mg314314@ohio.edu

How important is a code of ethics in terms of strategic communications? 

Strategic communications and public relations can often be compared to propaganda, which makes having and adhering to a code of ethics one of the most important parts of strategic communications. Applying a code of ethics makes it possible to maintain a sense of integrity that is associated with your organization while also creating a certain level of trust from your audience. 

PRSA Code of Ethics 

According to the Public Relations Society of America (PRSA), ethics is the most important obligation of a member of PRSA. The core of this ethics code relies on advocacy, honesty, independence, fairness, and loyalty. These core beliefs allow for members to have guidance in their behavior and decision making, while keeping the integrity of the organization in tact. 

While enforcement of this code is prohibited, members are encouraged to uphold the values of the organization and to operate as ethically as possible. The organization aims to set a standard for society as a whole on the ethical responsibility that one has when they share information. 

While it is important that codes such as the PRSA ethics code exist as a baseline of what is acceptable behavior on social media, I do not believe that the code is always adhered to as much as it should be. People are often motivated by the potential to gain followers, wealth, and popularity through social media which can lead to unethical decisions. 

What does it look like to be unethical on social media? 

The general guideline for social media posts that are sponsored or promoting a product is that an influencer is clear about the fact that the post is an ad or is sponsored and also genuinely supports that product. By following this rule, influencers are able to gain support from their followers in a way that builds trust and a genuine connection. 

When influencers fail to be transparent in their posts, it often backfires. They are pressured from companies, organizations, and their own followers to change the post, and sometimes it goes so far that they lose support or money. 

In an article from Daily Mail, Kim Kardashian received negative responses when she failed to post potential side effects of a drug she endorsed on her Instagram. 

Picture source: @kimkardashian, Kim Kardashian Instagram page

                        

In this example, Kim Kardashian was pressured from the FDA to edit her post, citing that she had failed to warn her audience about the serious side effects of the drug, something that was “serious and repeated”. 

By allowing influencers to continue to scrape by without being transparent and honest, we as consumers put ourselves at a disadvantage. We are convinced by the ads and sponsorships to try out products that we do not know everything about and may not be entirely safe for us. As social media use continues to rise, it is clear that we need to advocate for a stronger and more closely followed code of ethics and standard of truth when we are talking about social media and influencers.