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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.