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Ethical Challenges byKimberly Jackson
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Purpose of Paper
The purpose of this paper is to outline
the potential problems concerning ethics in
which professional communicators are
involved in. Therefore, this paper outlines
different codes of ethics for various
communication professionals. Identifying
the need for ethics, branches of
communication take different but cohesive paths in approaching
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ethical standards. More specifically, codes of media organizations
such as Radio and Television News Directors Association, Public
Relations Society of America, and American Advertising
Federation serve as highly respected examples of how ethical
standards are used.
Background
Ethics are highly valued in the communication world. A code of
standards is one of the most important aspects of any
organization, for it is the foundation upon which one is built.
Codes exist for all genres of communication including journalists,
public relations professionals, and business professionals.
According to rtnda.org, Radio and Television News Directors
Association (RTNDA) is an organization representing journalists in
differing fields such as radio, television, media, and even
education. Members’ professions can range anywhere from
students to directors of major organizations. RTNDA membership
is important, for professionals are able to connect with others in
related fields, receive extensive training, and of course, be an
advocate for the importance of ethics in journalism. Like those
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members of RTNDA, members of Public
Relations Society of America (PRSA) also
range from students to directors of PR
firms. Prsa.org notes Public Relations
Society of America as the largest form of
representation for public relations
professionals. Consisting of over 20,000 members, the
organization is the most famous of its kind. PRSA seeks to serve
as one of the world’s most renowned leaders, connecting
professionals using networking, offering recognition to
overachieving members, providing sources of education, and
even aiding in job searches for graduates and out of work
members. The organization prides itself on its ethical standards
dedicating countless hours towards making sure professionals
uphold PRSA’s principles and serve as examples for the highest
form of personal ethics. Similar to both the Radio and Television
News Directors Association and Public Relations Society of
America, the American Advertising Federation (AAF) also serves
as a leader in its field. According to aaf.org, the organization has
over 40,000 members ranging from students to leaders who run
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top rated advertising agencies. AAF serves and protects
advertising by rewarding members for their hard work and
dedication, educating members, and connecting individuals
through networking and volunteering. The organization welcomes
diverse groups, offering its hand to those in multiple regions.
AAF’s strong belief in the importance of ethics is highly
noticeable, for the organization highlights its members of the
Institute of Advertising Ethics for everyone to see.
Synopsis
As stated earlier, an organization’s code of ethics serves as a
foundation to its service. To get ready for this assignment, I kept
this exact statement in mind. I began by refreshing my memory
with the notes provided for Chapter 4. I chose to focus on three
organizations: Radio and Television News Directors Association,
Public Relations Society of America, and
American Advertising Federation. Upon close
examination of RTNDA, I learned how journalists
must act as “trustees of the public”. I also
reflected upon the layout of RTNDA’s ethical code. Public trust,
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truth, fairness, integrity, independence, and accountability outline
the organization’s code of ethics. Here I learned how the public
comes first in journalism. It is important for journalists to have an
open and honest relationship with the public, providing accurate
information from all different aspects. Journalists should also
provide truthful information. If information is false, it should not
be reported, for it could be misleading to viewers or listeners.
While providing information, journalists must be sure to give
credit to outside sources. Just as plagiarism is not accepted in the
classroom, it is the same journalism. Journalists should be fair. It
is very important for journalists to treat everyone the same,
providing each person an equal amount of respect. Journalists
should protect victims involved in crimes, especially children.
When reporting information, journalists should maintain integrity.
They should respect both the audience and themselves by
keeping promises of confidentiality , not undermining the
intelligence of viewers and those being reported, and staying
clear of unethical situations. It is important for journalists to
maintain independence while reporting. Even if professionals are
scared to report the truth, they must uphold their principles
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regardless of what others may think. Journalists must have a
mind of their own, allowing no one to influence their information.
When situations go wrong, journalists must take accountability for
their actions. They should address all problems
and concerns no matter how large the issue.
After studying the layout of RTNDA’s code of
ethics, I moved along to Public Relations
Society of America code of ethics. I studied the outline of the
code pertaining to advocacy, honesty, expertise, independence,
and fairness. PR professionals must serve as advocates for
clients. Also professionals must be honest. It is important for PR
agents to serve as a truthful bridge between the public and those
being represented, even if lying is in the best interest of the
client. Expertise of the field is implemented through continuous
research and education. Professionals should continue to grow in
knowledge through experience and continued education.
Recognizing the importance of independence, professionals must
represent clients while providing truth to the public. In cases of
dishonesty, professionals should address allegations and be
accountable for making wrong decisions. Public professionals
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must remain fair throughout all interactions. No favoritism should
be shown amongst clients due to status or monetary relations.
Even competitors should be given fair opportunities. After
examining PRSA’s code of ethics, I moved along to the next
organization. The American Advertising Federation’s outline of
ethics include truth, substantiation, comparisons, bait advertising,
guarantees and warranties, price claims, testimonials, and taste
and decency. Advertisers must only advertise the entire truth.
Also, advertisers should maintain proof of displayed information.
Advertisers must avoid negative comments toward competitors
by not making untrue statements of another company’s services.
Advertisers must also avoid tricking consumers into buying
something which was falsely advertised to them. When
attempting to sell products, advertisers must provide warranties
of restrictions and needed information on use of items or services.
Any false information must be avoided including price claims and
untrue testimonials. Advertisers should also operate in good
taste, avoiding any advertisements which are not suitable for
public display. After viewing the notes, I went on to each
organization’s website to view more information. After this, I
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compared each code of ethics. I noticed all of the codes shared
similar messages. For instance, each code mentioned honesty.
Obviously, all communication professionals must maintain a high
level of truth in their work. Also, each code mentioned its service
to the public. Even though some companies may profit by
appeasing clients or customers, they still place service to the
public as one of the most important principles. Although many of
the principles were similar, some principles differed based on the
type of organization. Of course, all of the
organizations could not have the same exact
code of ethics, for they served different
purposes. For example, AAF mentioned
advertising to children and being sure to only present age
appropriate advertisements to children twelve and under.
Children were not mentioned in the other organizations’ codes of
ethics, for these organizations do not advertise to children. I
kept all of this in mind while observing each organization’s
principles.
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Works Cited
"AAF-The Unifying Voice for Advertising." AAF-The Unifying Voice for Advertising. N.p., n.d. Web. Feb.-Mar. 2014.
PRSA. N.p., n.d. Web. Feb.-Mar. 2014.
"RTDNA." RTDNA. N.p., n.d. Web. Feb.-Mar. 2014.