Ethical Guidelines

Ethical Guidelines

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        Healthy relationships are built on trust, including relationships that companies have with employees, partners, clients, and the community (Warcholinski, 2018). When implemented correctly, a code of ethics can be an important source of competitive advantage and have a positive impact on a company and its overall goals (Warcholinski, 2018). Codes of ethics relate to the field of communications by setting a standard for media and professionals to navigate the gray area, in which value-based ethics don’t always apply. Through understanding and utilizing the codes of ethics for the Society of Professional Journalists and the American Marketing Association communications professionals can become fully equipped to navigate the intricacies and complexity of the modern media landscape.

        A code of ethics is important for companies and businesses, not only as a cultural basis but also to provide a sense of action in the gray areas where value-based ethics are not always clear (Leonard, 2019). A code is essentially a set of ground rules for an organization and signifies its ideals, mission, and guiding principles—giving stakeholders and professionals a framework of which rules exist (Leonard, 2019). As this relates to digital and mediated communication, codes of ethics exist to guide the creation of content and flow of messaging to the public, company, and community stakeholders (Leonard, 2019). As this relates to the field of communications, two such codes are that of the Society of Professional Journalists and American Marketing Association.

        The codes of ethics for both the Society of Professional Journalists and American Marketing Association have similarities in tone and structure but differ in context. The Society of Professional Journalists’ code of ethics is a statement of principles supported by explanations and case studies that address journalistic practices in modern society (“SPJ Code of Ethics,” n.d.). As outlined, the principals are declared as the foundation for ethical journalism practices and is encouraged to be used by professionals in the media (“SPJ Code of Ethics,” n.d.). This code is essential, as the modern media landscape is often brimming with criticism for unethical practices. To ensure reliability of reported information and gathering through acceptable means, these guidelines attempt to uphold accountability and create an ethical standard for the media (“SPJ Code of Ethics,” n.d.).         

        While the Society of Professional Journalists’ code of ethics aims to ensure reliability of reported information, the American Marketing Association’s code aims to promote higher standards and values for marketers that will benefit multiple stakeholders such as customers, employees, investors, and the community (“Codes of Conduct,” n.d.). This code not only commits professionals and marketing organizations to conduct affairs with integrity and within the customer’s wellbeing but also is a guide to overall business practice (Paige, 2017). It is important, especially in a technology-first society, that marketing professionals abide by an ethical standard (Paige, 2017). Especially in an age when targeted marketing practices and social media marketing is often considered intrusive. This code advises that all marketing activities, including those of e-commerce and internet based digital advertising, must strive to meet customer needs (Paige, 2017).

        Within these codes of ethics are common themes that apply to digital and mediated communication. For example, honesty and integrity are stressed by both. In terms of marketing, honesty and integrity take shape in the dealings of customers and stakeholders—such as offering products of value and ensuring to never conduct business in a way that offers false claims or benefits (“Codes of Conduct,” n.d.). It also means that as a marketing professional one should never commit to false promises or commitments (“Codes of Conduct,” n.d.). On the other hand, within journalism honest and integrity should be upheld through honest, accurate and fair reporting, verifying information and sources, providing context, diligently covering topics, and supporting the open and civil exchange of viewpoints (“SPJ Code of Ethics,” n.d.).

        Based on these common themes, a guideline of best practices can be developed to support professional communicators. This guideline includes the best practices of: 

• Be transparent: through taking responsibility for one’s work and actions and having the ability to communicate those decisions wisely (“SPJ Code of Ethics,” n.d.). 
•  Act with fairness: to balance the needs of stakeholders, customers, and companies and the interest of one’s self through representing information in a clear, concise way and approaching all situations without the intent to harm (“Code of Conduct,” n.d.). 
•  Act independently: to serve the public without conflicts of interest and denying favorable treatment of internal and external pressures (“SPJ Code of Ethics,” n.d.). 
• Uphold responsibility: To accept the consequences of one’s own decisions and strive to serve the needs of all stakeholders, through acknowledging obligations and recognizing the needs of vulnerable markets such as children, seniors, those who are economically impoverished, and others who may be disadvantaged (“Code of Conduct,” n.d.).

        These best practices support ethics for communications professionals and provide a guideline when conducting business. For example, journalist Jayson Blair did not uphold the guidelines of transparency, fairness, or responsibility within his actions while working at the New York Times (“Ethics Case Studies,” n.d.). Blair falsely reported information surrounding military families and reporting on Washington D.C. and ultimately resigned because of his mismanagement (“Ethics Case Studies,” n.d.). Journalists who uphold those ethical guidelines would not be put in a similar scenario and instead would be able to verify their actions, sources and information, and uphold their integrity.

        While these guidelines can be beneficial for journalists for reasons of accountability, marketing professionals can also profit. For example, not only can dishonesty scar a brand’s reputation, it can also cause legal trouble. Yogurt manufacturer, Dannon, in 2010 included the term, “special bacteria ingredients” on its advertisements for Activia Yogurt, but these claims were unproven and resulted in legal action filed in a Los Angeles federal court (Heilpern, 2016). The marketers behind the scenes most likely did not harness ill intent when including the phrase in their commercials, but because the statements were not verified for accuracy it brought the company legal trouble. By upholding a sense of honesty and transparency, the information should have been vetted before it was published.

        Codes of ethics can be a valuable resource and guide for digital and mediated communications professionals. Not only do these codes provide the basis of ethical understanding across the profession, but also serve to help professionals navigate ethical ambiguity. By analyzing and understanding the overarching themes of both journalistic and marketing codes of ethics, professionals can abide by best practices and uphold those understandings for to benefit the greater good.

References

Codes of Conduct: AMA Statement of Ethics. (n.d.). Retrieved April 17, 2020, from https://www.ama.org/codes-of-conduct/

Ethics Case Studies - Society of Professional Journalists. (n.d.). Retrieved April 17, 2020, from https://www.spj.org/ecs13.asp

Heilpern, W. (2016, March 31). 18 false advertising scandals that cost some brands millions. Retrieved April 17, 2020, from https://www.businessinsider.com/false-advertising-scandals-2016-3#activia-yogurt-said-it-had-special-bacterial-ingredients-2

Leonard, K. (2019, February 12). Importance of Creating a Code of Ethics for a Business. Retrieved April 17, 2020, from https://smallbusiness.chron.com/importance-creating-code-ethics-business-3094.html

Paige, A. (2017, November 21). Marketing Code of Ethics. Retrieved April 17, 2020, from https://smallbusiness.chron.com/marketing-code-ethics-1496.html

SPJ Code of Ethics - Society of Professional Journalists. (n.d.). Retrieved April 17, 2020, from https://www.spj.org/ethicscode.asp

Warcholinski, M. W. M. (2018, October 24). Benefits Of A Code Of Ethics. Retrieved April 17, 2020, from https://brainhub.eu/blog/benefits-of-code-of-ethics/