Mackenzie Phalen
mp309018@ohio.edu
Public Relations professionals are essential to cultivate and promote a product and message effectively. However, there is a fine line regarding the truths and ethics when doing so. Public relations employees need to be strategic when executing something to ensure they impact whom they work for while also following the code of ethics. According to Quartz, "But for those who pull out good execution, within terms of ethics and products, native ads carry a much better value than banners, billboards, pushdowns, interstitials, or other pathetic "creations" massively rejected by readers."
Due to the effectiveness of native commercials, it is highly detrimental when this specific type of advertisement does something unethical. According to PRSA, "Native advertising and placement and sponsored content opportunities should be tasteful and support PRSA and the Society of Professional Journalists' pursuit of truth and accuracy in the media as well as the avoidance of conflicts of interest" (Filloux)
An example of a native advertisement that was negatively impacted by an unethical act was published by The Atlantic. Native Advertising Examples highlighted an article that released unethical outcomes. The article is titled, "David Miscavige Leads Scientology to Milestone Year." This speck article that was published goes against the truths and ethics in public relations for various reasons. After being published, it was evident to some viewers that this was going against the code of ethics, "I can't think of a single reason why shilling for what some describe as a dangerous cult in a reasonably well-respected national publication ever seemed like a good idea. Now, aside from the boatloads of cash, The Atlantic must have received for publishing this shameless advertorial, I can't think of a single reason why shilling for what some describe as a dangerous cult in a reasonably well-respected national publication ever seemed like a good idea." Due to misinformation, actions need to be strategically thought through before publishing it to the public.
Having strong journalist in public relations is key to avoiding ethics and truths. According to the University of Colorado Boulder, native advertising is promising alternative to traditional advertising for advertisers and news publications. But the effectiveness of the practice can make it deceptive, endangering journalistic credibility, say a group of journalist." Maintaining truths and ethics causes brands to be credible, while also educating viewers on accurate content to ensure that people are not soaking up fake news.
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