Ethics in Media Relations
When it comes to ethical behavior in the media relations field, it requires both a desire to act in ethical ways and also have an understanding of ethical issues in professional communication. Below are brief descriptions of five of the best practices:
Understand the difference between ethics, morality, legality, etiquette, and aesthetics. Just because an action is legal, does not mean it is morally right to do or that it falls in line with good ethics.
Know where to draw the line. Media relations professionals need to know what behaviors are acceptable and unacceptable. Someone who works for Barstool is probably going to have different rules to follow than someone working for Good Morning America. When professionals think about this in advance, they will be able to better navigate any potential ethical challenges.
Identify ethics violations before they happen. Inadvertent violations of ethics codes need to have attention called to them. Not only because on the basis of morality alone, but also on the basis of protecting corporate reputation. Plan for unethical behavior to be exposed and followed by negative consequences.
Recognize the importance of ethics codes. Having codes of ethics is valuable to the media relations field because once the standard behavior is established, it becomes habitual through practiced repetition.
When in doubt, seek counsel from more experienced practitioners. Real-world experience is irreplaceable and learning from other’s mistakes or successes can help spring a worker/business forward much quicker.
Other significant concepts are building ethical relationships with the media and protecting corporate reputation.
Media relations professionals can build mutually beneficial and ethical relationships with the media by supporting good journalism. This is because it demonstrates that the company/organization wants to promote fair journalism, and it allows for people of the company and the media workers to get to know each other. Also, preparation and good communication skills are ways in which mutually beneficial relationships can grow. Impactful communication can influence the attitude of the media in relation to a company. Media practitioners who prepare their knowledge of their organization and of the journalists have the potential to build trust.
One of the best practices used by media relations professionals to enhance or protect corporate reputation is through media coaching or training. I think if there is any way to prevent negative misinterpretation about an organization, it would be through training. This action allows for company representatives to learn the best ways to demonstrate the organization’s selling points. By preparing the best possible answers, there is a higher potential of protecting the company’s reputation. Secondly, corporate reputation can be enhanced and protected by correcting any and all media mistakes about the company. If an untrue statement about a company is put out into the world, it has the potential to go viral in the worst way and cause lasting reputational damage. Finally, when working with journalists, media relations professionals need to make sure there is a review agreement of some sort. If there is a chance of misinterpretation, then there is also a chance of damaging a reputation.
Citation:
Doorley, J., & Garcia, H. F. (2021). Reputation management: The key to successful public relations and corporate communication. New York: Routledge, Taylor & Francis Group.