Ethics in Electronic Public Relations
Public relations professionals must adhere to ethical standards while disseminating information to audiences and managing their clients’ brand image. It is essential for PR practitioners to align their behavior with the best practices in the field. Below are key ethical considerations to follow in electronic public relations:
Equity and Judiciousness
PR professionals are required to carefully weigh the strategic benefits for both their organization and the public. For instance, they should avoid actions that may enhance the company’s financial standing while simultaneously depriving the public of essential insights through honest reviews of products and services. Engaging in such practices can impair public perception of the quality of a product or organization.
It is crucial to consider the public’s right to information, which means that withholding negative outcomes is unethical. Transparency prevents the audience from feeling deceived or betrayed.
Avoiding Deceit
It is imperative for PR professionals to steer clear of deceptive practices, which breach ethical standards and erode trust between the organization and the public. Users appreciate knowledge and a sense of control over their digital media experiences, and any deceit from an organization can jeopardize user trust and rapport.
Deception also includes the omission of vital information. Therefore, organizations should adopt a policy of full disclosure. This can be achieved by responding to customer tweets, providing real-time updates, and sharing specific plans to avert potential ethical dilemmas or public relations crises.
Maintaining Dignity and Respect
Ethical practices must also reflect respect for the general public and users. This can be ensured by avoiding deceit and ensuring fairness while also engaging users. Soliciting organizational feedback from customers is an effective method for an organization to demonstrate its respect for the opinions and insights of its audience.
Offering discounts or rewards for loyal customers also serves as a testament to respect and appreciation. However, it should be noted that a company’s removal or downplaying of negative customer reviews is a violation of this principle and signifies a lack of respect for user opinions.
Avoiding Secrecy
In most instances, it is advisable to avoid secrecy in digital campaigns. Informing the public or providing fair notice of changes occurring within a campaign, message, or strategy can help to mitigate negative reactions from the audience. Early announcements regarding campaigns can also solicit user feedback that may alter or reaffirm messages or approaches.
This practice can be challenging, as certain campaigns and strategies may require an element of surprise, and some trade secrets or competitive information may need to be concealed from the public or competitors. Therefore, deciding what to share and what to withhold can be a complex undertaking.
The Concept of Electronic Public Relations
Electronic public relations refer to the practice of public relations conducted over online communication channels and tools, as well as through internet-based media platforms, which include social media, blogs, and websites. This field also encompasses leveraging the capabilities and opportunities presented by online media and adapting strategies accordingly.