Codes of Ethics in Strategic Communication

Maddie Fisher

mf909217@ohio.edu

Source: Forbes

Journalists have a massive influence on the public. Especially in strategic communication, where advertising and public relations professionals actively try to persuade their audiences, it is essential to gain and keep the public's trust. Unfortunately, audiences are becoming increasingly doubtful of the media in today's world. As journalists and communications professionals, we need to take responsibility for that negative relationship and do what we can to change. 

According to a study conducted by Lab 42, "76% of respondents said ads, in general, were either 'very exaggerated' or 'somewhat exaggerated." It is in consumers' nature to be skeptical of the ads they see, as they want to protect themselves from making the wrong purchases. However, if the public can't trust any ads, how does the advertising industry stay afloat? How can advertising professionals prove that they put forth credible, accurate content?

Especially in advertising, ethical guidelines are also often legal guidelines. For example, the FTC Act is a statute that is in place to protect the public and corporations from unfair advertising practices. However, journalists must think beyond the law when establishing their morals. Just because something isn't fraud doesn't mean that it is ethical. 

To maintain trust but still persuade people for a living, strategic communication professionals should follow a code of ethics. Whether that code is personal, put forth by an employer, or any other organization, codes of ethics can provide consistency and credibility. 

The PRSA Code of Ethics was explicitly designed for strategic communication professionals. Its principles apply well to the public relations and advertising industries. In journalism, the main goal is to serve the public; however, you are serving the public and a client in strategic communication. For example, as mentioned in the PRSA Code of Ethics, fair competition is precisely for that reason. Advertising and PR professionals must do their best to promote their clients without deliberately hurting the competition. Additionally, navigating conflicts of interest very carefully in these industries is crucial. Avoiding and disclosing conflicts of interest can save professional relationships, especially in a competitive market.

In conclusion, following a code of ethics benefit both the public and communications professionals. The public will feel confident trusting the media when these codes are followed, and businesses will thrive in healthy competition. Following ethics codes is an essential step in ending the media trust crisis.