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Ethical Challenges by Kimberly 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 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

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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 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

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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 worlds 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 PRSAs 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 top rated advertising agencies. AAF serves and protects advertising

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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. AAFs 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 organizations 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

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Federation. Upon close examination of RTNDA, I learned how journalists must act as trustees of the public. I also reflected upon the layout of RTNDAs ethical code. Public trust, truth, fairness, integrity, independence, and accountability outline the organizations 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

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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 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 RTNDAs code of ethics, I moved along to Public Relations Society of America code of ethics. I studied the outline of the code

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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 must remain fair throughout all interactions. No favoritism should be shown amongst clients due to status or monetary relations. Even

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competitors should be given fair opportunities. After examining PRSAs code of ethics, I moved along to the next organization. The American Advertising Federations 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 companys 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

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not suitable for public display. After viewing the notes, I went on to each organizations website to view more information. After this, I 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

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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 organizations principles.

Jackson 12 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.