ETHICS AND ACADEMIC

INTEGRITY
SITUATION 14: Deciding whether to keep our integrity or
crack under threatening situations
Radio Station vs Aqua Pure
 The radio station is typically used by the general public to spread information
through the use of a communication platform.

It has been a common practice among journalists and their collaborators since
the advent of radio as a mass medium to embed advertising within the editorial content
of programmes, making it seem as if the advertising is part of the channel's
programming rather than just an advertisement (Muela-Molina, Martin-Santana,
Reinares-Lara, 2020).

In spite of its increasingly broad and changing definition, radio continues to be

one of the most essential media sources of independent information and news. With the
potential to influence behavior and attitudes (for good or for bad), it is vital that the
information that radio broadcasts is accurate, independent, targeted, or even aligned
with the needs and wishes of listeners, particularly given its potential influence and
capacity to change behavior and attitudes. (Heywood, 2020)

The practice of journalism is governed by a general code of ethics in many

countries, which is issued by journalism associations or unions. It is also common for
media companies to establish their own ethical standards. Regardless of whether they
work in radio, television, or print, journalists need to adhere to basic principles.
Journalists should be responsible, balanced, and independent. (The Power of Radio -
Basic Skills Manual, n.d.)

Journalism reports, success stories, interviews, and analyses are usually run by a
radio station.

When faced with a difficult choice, what do we rely on to guide our decision
making? Is it our personal beliefs and values, or do we turn to a universal moral code to
determine what is right and wrong? The exploration of moral dilemma highlights the
complex interplay between the individual and society in shaping our ethical decision
making.

As a radio editor, you’re radio station broadcasted reports published by National

Authority of Mineral Resources in the news bulletin. The reports showed that bottled
water is just as good as running water in most parts of the country, over the course of a
full broadcast day. Additionally, bottled water quality was mentioned in a few
broadcasts. Investigative reports revealed that some brands used bacteria-
contaminated capture sources in response to consumer complaints. As a result of these
agencies' conclusions, sales of certain brands have been halted.

One of the radio station's most important advertising customers is AquaPure

mineral water with an annual budget of € 130,000. Management threatens the editorial
office if the station doesn't broadcast news reports proving the quality and benefits of
bottled water, at the same frequency and conditions as the previous broadcasts, they
will withdraw its advertising budget from the radio station.

As a radio editor, I will not allow the editorial office to broadcast under the threat of
losing sponsorship money because of reasons like loss of credibility and trust from local
community listeners and because of the influence of radio advertising on purchasing
decisions of customers.

The primary responsibility of journalists and editorial offices is to report the

truth and maintain their editorial independence, regardless of external pressure or
influence. (Society of Professional Journalists, 2014)

First of all, broadcasting news reports presenting studies that confirm the
benefits and quality of bottled water a week after the station transmitted the research of
the National Authority of Mineral Resources which claimed that bottled water is just as
good as running water will be contradictory and confusing. This will have a negative
impact on the radio station’s image, damaging the credibility of the bulletin news
quality. Moreover, information broadcasted should be backed by journalist's research
and since an official like the National Authority of Mineral Resources already sustained
a completely different study with entirely different outcomes not only the radio's image
will be damaged but also the journalism ethic principles will be questioned. Since the
National Authority of Mineral Resources is an accountable source of information and it
holds an important percentage of trust among the community of local listeners it will be
questionable to promote a different opinion on this matter, backed by journalists from
our radio station research because their opinion won't have the same hold on listeners
conviction. Furthermore, the journalistic ethical approach will be affected because the
public will tend to believe the information sustained by an official authority and doubt
the veracity of our study. They will more likely believe that the radio, through its
journalists, is only trying to manipulate public opinion for their own benefit. Therefore,
as a radio editor I would decide not to broadcast under the presented circumstances in
view of the fact that by ceding to take the course of action that Aqua Pure is compelling
me to take, it will have negative effects not only on me and the radio station but also on
the people associated with us, such as our journalists and our listeners. It is a case of
violating moral sensitivity, which involves interpreting a situation and being aware of
the relevant moral factors and implications, including how actions would affect others.
(Rest, 1984)

There is no doubt that radio advertising can have a material economic impact, or
at least an influence, on consumers' purchase decisions, to a significant degree.
(Efstathiou, 2020)

Second of all, the fact that the radio station will broadcast the information that
AquaPure wants can affect the purchasing decision of customers because they could
believe that bottled water has more benefits than current running water supplied by
local sources. Even if the bottled water sold by the advertisement customer is not
contaminated it wouldn’t be moral to encourage people to buy their product and spend
more money on water that is demonstrated to have the same beneficial characteristics
as running water. At the same time, publishing information under pressure from a third
party will minimize the independence aspect of journalism. For example, as a legal
entity, the radio can’t be censored by political parties to hide negative information or
aspects in order to influence the voting decision of individuals. In the same manner, the
threat that Aqua Pure brought upon our editorial office, of withdrawing their
advertising budget if we are not going to present studies confirming the benefits and
quality of bottled water can’t be taken into account because the information will impact
the attitude of consumers and their purchasing decision. If we are to crack under their
pressure, the consumer attention won’t be directed towards the National Authority of
Mineral Resources research anymore, which was laid out only for public benefits as
opposed to Aqua Pure interest, which is to gain profit.
Another reason for which we can’t follow the order from Aqua Pure management is
based on the fact that the threat would be the equivalent of bribing or even
blackmailing, both being unethical actions condemned by society and even sanctioned
by law.
 If we were to accept, our integrity would be dismantled, and we will have to live
with the pressure of doing something against our principles and with the possible
repercussions which would occur if this information will ever be brought to the public
knowledge.

If we comply with the threat from the management of the company, it will
require us to alter our news reporting in exchange for advertising funding and we may
suffer several different consequences. There are a series of consequences that might
result if we choose to take this approach and not stand our ground as a team and as a
respected organization. Among these I can mention the following:

Loss of advertising revenue: If the company decides to withdraw its advertising

budget as threatened, the radio station could lose a significant source of revenue.

Reputational damage: Refusing to comply with a threat can damage the

reputation of the radio station and its journalists, especially if the public becomes aware
of the situation and view the radio station as being controlled by external interests it
could result in negative publicity.

Legal action: In some cases, the company may choose to take legal action against
the radio station or its journalists for breach of contract or other reasons.

Negative impact on relationships: Refusing to comply with the threat may

damage the relationship between the radio station and the company, which could have
a negative impact on future business dealings.

Set a dangerous precedent: Accepting the threat could set a dangerous precedent
for future influences on the radio station's reporting, potentially undermining its
independence and editorial integrity.

Despite the outcomes that could result if the radio takes the approach mentioned
above, in the long run ceding to Aqua Pure’s threat could be even more damaging than it
would have been in the first place. The importance of maintaining ethical journalism
and independent reporting in order to preserve the freedom of the press and the
public's right to know cannot be overstated and it shouldn’t be.

From another point of view, as a radio station editor if I choose to broadcast

studies that claim the benefits of bottled water as the management instructed, it
wouldn’t be dishonest. At the end of the day, the radio will just be broadcasting about
the properties of bottled water, as it did previously with running water. It won't state
that it’s better than running water, or worse, or just as good. It will simply focus on
laying out the proven qualities. Moreover, Aqua-Pure wasn’t found among the
contaminated water brands that were stopped from being sold after the official
investigations run by authorities. Ultimately the listeners can analyze the situation for
themselves and decide what kind of water source is better for them. As for the radio, it
will not lose the advertising budget offered by Aqua-Pure, which represents a significant
financial resource. This money could be used to pay the journalists and the rest of the
team, people who could be in danger of losing their jobs if a situation in which the radio
doesn't have enough financial resources occurs.

Furthermore, if the radio station were to accept the threat from the company's
management to alter news reporting in exchange for advertising funds, there are a
number of possible benefits to be gained and these include increased revenue and
improved relationships. As a result of the move, the radio station is likely to realize a
significant boost in advertising revenue, which could be used for the funding of
operations and new initiatives. In addition, if the radio station accepts this threat, it may
result in a better relationship between the radio station and the company, which may
lead to further business opportunities and collaborations in the future. This may seem
like a worthwhile investment, but it's important to keep in mind that these short-term
benefits are short-lived and may cost a radio station its credibility, independence, and
reputation in the process. As a result of compromising its journalistic ethics, the radio
station runs the risk of losing the trust of its listeners as well as damaging its reputation
as a whole. Further, it could serve as a precedent that could set a dangerous pattern for
future threats and influences on its reporting in the future.

Among the most well-known examples of similar cases is the proposed merger
between the Sinclair Broadcast Group, one of the largest owners of local television
stations in the United States and Tribune Media in 2018. Sinclair's reputation for
slanting its news coverage in a political manner and for providing biased coverage led to
controversy over this merger. Reports surfaced during the merger proceedings that
Sinclair had threatened to pull funding from local news stations which had been
affiliated with them if they refused to air certain segments produced by Sinclair that
were perceived to be biased and favoring a particular political viewpoint. A wide range
of criticism and concerns were raised over media consolidation, corporate influence
over news content, and the consolidation of media. Regulations ultimately prevented
the merger from taking place. (Winston and Strawn, 2018; CNET, 2018)

By requiring its local affiliates to air specific segments, Sinclair was seen as exerting
undue influence over the content of local news broadcasts, compromising the
independence and credibility of the media outlets in question.

Reports emerged that Sinclair had threatened to withdraw funding from its local
affiliates if they did not air the "must-run" segments, which was seen as an attempt to
bully and intimidate smaller media outlets into airing content that was favorable to
Sinclair's political views.

If the Sinclair Broadcast Group's proposed merger with Tribune had gone
through and the public found out about the Federal Communications Commission's
(FCC) involvement and the threat the media giant holds onto his affiliates, Tribune
could have faced a number of repercussions for accepting the merge.

The public finding out about the situation could have damaged Tribune's
reputation, as some people might view the merger as being politically motivated or
benefiting from regulatory favors. Also, it could have led to legal challenges from
advocacy groups, competitors, or other stakeholders who felt that the merger was anti-
competitive or violated broadcast ownership rules. In the same manner the merger
could have led to a decrease in public trust in Tribune as a news source, if people felt
that the company's editorial independence was being compromised.

In short, the potential repercussions of the proposed merger between Sinclair

and Tribune, if it had gone through and the public found out about the FCC's
involvement, could have been significant and far-reaching, affecting Tribune's
reputation, finances, and relationships with its stakeholders.

Given the arguments and examples that were presented on the course of this
paper as a radio editor, me, as well as my team choose to not broadcast under the threat
of losing sponsorship money because of reasons like loss of public trust and lack of
moral sensitivity regarding the purchasing decisions of customers. We believe it is our
responsibility to maintain the independence and impartiality of our content and resist
any attempts to manipulate or influence our coverage for personal or commercial gain.
Regardless of the moral and ethical approach, by complying with the threat, we would
likely see an increase in advertising revenue, which could be used to fund new
initiatives and operations. It may also result in a better relationship between the
company and the radio station, which would ultimately lead to future collaborations
and business opportunities.

While it may be tempting to accept Aqua Pure's offer and maintain our financial
stability, the long-term consequences of such a decision would be far-reaching and
damaging to our reputation and credibility. Instead, we must stand firm and resist any
attempts to manipulate or influence our coverage, and continue to serve the public with
honesty, accuracy, and integrity.

To sum up, under no circumstances would we choose to lose our integrity,

independence, community trust, respect and to also bring damage on our collaborators
image for personal benefits, no matter how favorable they are.

References

Muela-Molina, C., Martín-Santana, J. D., & Reinares-Lara, E. (2020). Journalists as radio

advertising endorsers in news or talk radio stations. Journalism, 21(12), 1913-1931.

Heywood, E. (2020). Radio Journalism and Women's Empowerment in Niger. Journalism

Studies, 21(10), 1344-1362.

The Power of Radio - Basic Skills Manual. (n.d.) Retrieved from:

https://library.fes.de/pdf-files/bueros/kabul/05492-engl-part.pdf

Rest, J. R. (1984). The major components of morality. Morality, moral behavior, and
moral development, 24, 24-36.

Efstathiou, N. D. (2020). Assessing the influence of radio advertising on consumer

purchasing decisions (Doctoral dissertation, North-West University (South Africa)).

Winston and Strawn. (2018). Learning From A Failed Merger: The Sinclair-Tribune
Pitfalls. Retrieved from: https://www.winston.com/en/thought-leadership/learning-
from-a-failed-merger-the-sinclair-tribune-pitfalls.html
CNET. (2018). Sinclair's merger with Tribune is officially dead. Retrieved from:
https://www.cnet.com/tech/services-and-software/sinclair-broadcast-group-merger-
with-tribune-media-is-dead

Society of Professional Journalists. (2014). SPJ Code of Ethics. Retrieved from:

https://www.spj.org/ethicscode.asp