Ethics of Public Relations with Media
Definition of Public Relations
Public Relations (PR) is defined as an administrative process that facilitates communication between an organization and its clients, linking them to the external environment. It is also recognized as a collection of activities that provide a comprehensive overview of the organization’s operations to the public through various communication and advertising channels.
The primary aim is to gauge client satisfaction with the services and products offered by the organization while enhancing its image in the eyes of the audience. As such, public relations encompass both the art of selecting the appropriate communication medium and the management of its implementation.
Types of Media
Media can be classified into print, audiovisual, audio, and new media. Below are the categories explained:
Print Media
This category utilizes paper, ink, and printers to convey information to the public and includes:
- Newspapers
Newspapers are among the oldest and most prominent forms of media, published regularly—either daily or weekly— and containing a variety of news articles.
- Magazines
Similar to newspapers in terms of publication frequency, magazines differ in content and are typically released monthly or as determined by their publishers.
Non-Print Media
This classification is based on the tools used for disseminating information and news, which include:
- Audio Media
Radio is a crucial medium that allows audiences to receive news and information solely through audio without visual interaction between the presenter and the audience.
- Audiovisual Media
Television currently stands as one of the most significant media, combining both sound and image while reaching a broad audience and holding substantial influence over public opinion.
- Digital Media
The internet is one of the most vital and recent forms of media, encompassing all classifications—visual, auditory, and digital. It allows users to browse various websites, explore diverse cultures, and access news and information globally.
Ethical Considerations
The interaction between public relations and various media outlets is governed by a set of principles and ethical standards, which include:
- A commitment to selecting fundamental pillars for successful communication and adopting them as ethical guidelines when engaging with media, ensuring that the provided information is beneficial and meaningful.
- The necessity for mutual trust to attract and convince the audience regarding the information conveyed through the “message.”
- A dedication to accurately portraying reality, avoiding falsehoods, and ensuring that true and factual information related to the surroundings or current events is conveyed to journalists for transparent communication with the public.
- Crafting information in a straightforward and clear manner to facilitate understanding, steering clear of misleading data, and rigorously reviewing all information before dissemination.
- Opting for the appropriate media channel while avoiding entangling journalists in questionable situations or providing them with unnecessary information.
- A commitment to maintaining the confidentiality and integrity of the media while refraining from undermining the credibility of these outlets.
- Avoiding questionable practices and ensuring the authenticity of information, demonstrating accountability when utilizing mass communication channels.
- Engaging with media correctly, steering clear of deceptive tactics and dishonesty.
- Consistency and coherence are crucial; repeating the information in the “message” is essential to ensure that it reaches its intended audience effectively.