Importance & Impact of Ethical Communication Essay

Abstract Communication is constant, especially in the information age. Savvy professionals know how to communicate quickly, effectively and ethically. The term â€Å"ethical communication† has different meanings depending on the context. A shampoo advertiser and a sports team spokesperson may have dissimilar views on what constitutes as ethical communication. Some communication guidelines are only applicable to certain situations, while others could be understood as ethical in one situation and unethical in another. Every aspect of ethical communication should be considered within the boundaries of the issue at hand. Introduction The Business Dictionary defines ethical standards as follows: Principles that when followed, promote values such as trust, good behavior, fairness, and/or kindness. There is not one consistent set of standards that all companies follow, but each company has the right to develop the standards that are meaningful for their organization. Ethical standards are not always easily enforceable, as they are frequently vaguely defined and somewhat open to interpretation (â€Å"Men and women should be treated equally, † or â€Å"Treat the customer with respect and kindness. ). Others can be more specific, such as â€Å"Do not share the customer’s private information with anyone outside of the company. † Ethical Communication in Business Every business is dependent on effective ethical communication. It’s what makes new policy in government, raises money for nonprofits and strengthens a business. Business communication occurs any time a message is given or received, whether it’s verbal or nonverbal, between two businesses, a business and its employees or a business and the public. The messages sent and received by a business need to follow ethical norms that don’t offend or make individuals feel uncomfortable. Significance Ethical business communication holds great significance on three main fronts: business to business, business to employees and business to the public. An example of the first type is between a business and its suppliers or distributors. The second is organizational communication within the business itself, how the leadership communicates with the employees. Lastly, communication with the public is how the business develops its public image. Maintaining high ethical standards on each front is essential to success in business. Function Ethical business communication’s primary function is to send and receive messages in a neutral, non-offensive manner. Ethical effective communication skills in business strengthen its corporate culture, resulting in a more attractive bottom line. When communication does not adhere to ethical standards, the consequences can include unhappy employees, a poor public image and a decrease in the bottom line. Ethical business communication is intended to care for the emotional and perceptive needs of its employees and customers. Misconceptions A common misconception concerning ethical communication in business is that most unethical communication is obvious and overt. True unethical communication is based on perception. If a person or people group perceive or interpret certain actions or words to be discriminatory or offensive, the communication can be considered unethical. The same is true with interpersonal interactions between employees. If a particular form of communication or gesture is offensive to another employee, it can be categorized as unethical. Purpose The purpose of ethical communication in business is to protect, respect and maintain a good public image. The communication in any business is for the purpose of maintaining order and the proper image with its employees and society. For example, if an accusation was to arise against a particular company, the public relations representative will arrange a press conference to verbally address the issue at hand. The company may also change a policy pertaining to the issue that non-verbally communicates the same message. Consequences There are many consequences to unethical business communication. A business may have an outstanding product or service, but if it doesn’t communicate well with its customers, they will not be satisfied, and this can weaken the business/customer relationship. Everything in business rises and falls on communication. When ethical communication is lacking, moral, corporate image and motivation will lack as well. Each of these elements affects the spirit of the employees, which in turn will reflect to the customer and result in a decrease in revenue. Ethical behavior is a companywide concern, of course; but because communication efforts are the public face of a company, they are subjected to particularly rigorous scrutiny from regulators, legislators, investors, consumer groups, environmental groups, labor organizations, and anyone else affected by business activities. Ethical communication includes all relevant information, is true in every sense, and is not deceptive in any way. In contrast, unethical communication can include falsehoods and misleading information (or can withhold important information). Some examples of unethical communication include: Plagiarism: Plagiarism is presenting someone else’s words or other creative product as your own. Note that plagiarism can also be illegal if it violates a copyright, which is a form of legal protection for the expression of creative ideas. Selective misquoting: Deliberately omitting damaging or unflattering comments to paint a better (but untruthful) picture of you or your company. Misrepresenting numbers: Increasing or decreasing numbers, exaggerating, altering statistics, or omitting numerical data. Distorting visuals: Making a product look bigger or changing the scale of graphs and charts to exaggerate or conceal differences. In contrast, an ethical message is accurate and sincere. It avoids language and images that manipulate, discriminate, or exaggerate. On the surface, such ethical practices appear fairly easy to recognize, but deciding what is ethical can be a considerable challenge in complex business situations. Distinguishing Ethical Dilemmas from Ethical Lapses Every company has responsibilities to its stakeholders, and those various groups often have competing interests. An ethical dilemma involves choosing among alternatives that aren’t clear-cut. Perhaps two conflicting alternatives are both ethical and valid, or perhaps the alternatives lie somewhere in the gray area between clearly right and clearly wrong. Suppose you are the chief executive of a company whose sales are declining and you might be forced to reduce costs by laying off 100 employees. You’ve decided to wait two months before making this tough decision. Here’s your dilemma: Do you tell the workforce now that several hundred jobs could disappear in the near future? Telling them now would give people more time to look for new jobs and adjust their finances—clearly a good thing. However, if you tell them now, vital employees nervous about their future could jump ship, which could drive sales down even more—clearly not a good thing. And what if you tell them now and many people leave but then sales improve enough in the next two months that you can avoid the layoffs? You will have unnecessarily disrupted many careers and families. Situations such as these often have no clear answer. In contrast, an ethical lapse is a clearly unethical (and frequently illegal) choice. In 2004, several insurance companies were accused of misleading military personnel at Fort Benning in Georgia, Camp Pendleton in California, and other bases around the country. Many of these young men and women thought they were signing up for savings programs when in fact they were buying extremely expensive and frequently unnecessary life insurance policies. The policies were often sold during mandatory financial training sessions for the soldiers, who were given no time to read the documents they signed. After the situation was brought to national attention by the New York Times and other news media, at least two of the companies involved, Madison National Life Insurance Company and American Amicable Life Insurance, began issuing full refunds. Ensuring Ethical Communication Ensuring ethical business communication requires three elements: ethical individuals, ethical company leadership, and the appropriate policies and structures to support employees’ efforts to make ethical choices. 39 Moreover, these three elements need to work in harmony. If employees see company executives making unethical decisions and flouting company guidelines, they might conclude that the guidelines are meaningless and emulate their bosses’ unethical behavior. Employers have a responsibility to establish clear guidelines for ethical behavior, including business communication. In a recent global survey by the International Association of Business Communicators, 70 percent of communication professionals said their companies clearly define what is considered ethical and unethical behavior. On a somewhat less positive note, slightly fewer than half said their companies encourage open discussion of ethical issues and dilemmas. Many companies establish an explicit ethics policy by using a written code of ethics to help employees determine what is acceptable. A code is often part of a larger program of employee training and communication channels that allow employees to ask questions and report instances of questionable ethics. For example, United Technologies, a large aerospace and defense company based in Hartford, Connecticut, offers employees, customers, and suppliers a confidential way to report suspected fraud and other ethical concerns. The people who share their concerns through the program then receive a written response that explains how the situation was resolved. 1 To ensure ongoing compliance with their codes of ethics, many companies also conduct ethics audits to monitor ethical progress and to point out any weaknesses that need to be addressed. Principles of Ethical Communication The Business Dictionary defines ethical standards as â€Å"Principles that when followed, promote values such as trust, good behavior, fairness, and/or kindness. † In order to establish good communication with people of other cultures, it is essential to understand their ethical framework. In rder to learn ethical intercultural communication, you must expect people of other cultures to think differently, be willing to learn culturally appropriate behavior and (at least to some extent) practice what their cultures consider ethical. Expect Differences Ethical principles are not the same across cultures. Rather, ethics are culturally informed. â€Å"The right thing to do† is not just instinctive in humans. Many aspects of what is â€Å"good† are taught (consciously and subconsciously) by a person’s culture. So, if you want to establish ethical intercultural communication with people of another background, prepare yourself to see the world differently. Do not expect that what seems good to you will also seem good to them; understand that they may view some things as bad that you view as fine or good. For example, while American culture teaches that individuality is a good thing and that â€Å"standing on your own two feet† is a position you should strive for, many other cultures value the group more than the individual. For example, in most African cultures, being part of a strong family support system is considered much more important and valuable than standing alone as an individual. Exemplify the Universal Although different cultures will have varying expectations and standards as to what is ethical, there are some ethical standards that are universal. So, by striving to abide by ethical standards that are universally received, you can take the first step in communicating and connecting well with people of another culture. According to William Howell in his Ethics of Intercultural Communication, â€Å"Two principles that are universal are that no action is ethical if it harms persons, and the action that benefits persons accumulates ethical quality. † Act in such a way that you do not intentionally bring harm to anyone, and always keep others’ best interests in mind. Learn their Culture To really communicate well interculturally, you must ask the question: â€Å"What makes a ‘good’ person in your culture? † Talk with people in the target culture to discover the traits of an ethical person. What attitudes and actions does a good person possess? Does a good person set aside his personal work to take care of his parents when they are elderly? Does a good person control his anger at all times? Does a good person practice abstinence in certain areas? You will find, as you look into someone else’s culture, that the things that make a â€Å"good† person in your culture are not the same things that comprise a â€Å"good† person in every culture. Empathize Through Action As you learn the ways of another culture, the best way to establish good intercultural communication is to act in a way that is considered ethical in that culture. Do and say the things that will express that you have the best interest of those around you in mind. Enjoy the food people prepare for you. If there are certain respectful gestures associated with greeting people older or more prestigious than yourself (or everyone), use them. Learn at least enough of the language to greet people and ask how they are doing in their native tongue. Wear clothing that is culturally appropriate. Respect family organization and methods of doing education and business. On every level of life and society, share in the way people think and act as much as you are able to. This willingness to adopt the standards of another culture is the best way to establish ethical and intercultural communication. Goals of Ethical Business Communications The purpose of business is to make money. Behaving ethically serves that purpose. People prefer doing business with ethical companies, companies they can trust, so in the long run the ethical company benefits from its behavior. This means that the goal of ethical business communication is to build the trust and credibility of the company. The International Association of Business Communicators maintains that companies that the practice of ethical business communication also increases a team feeling among employees and boosts employee morale. To accomplish these goals, corporate communication must strive to attain certain specific ethical goals. Honesty It is to a company’s benefit to be honest. Honesty is the basis of trust. If others feel that they can believe what a company says, they will trust it. Other factors being equal, people prefer doing business with a company they can trust. Honesty means saying what you believe to be true, but it also means distinguishing fact from opinion. It is easy to disguise opinion as fact. Some television news commentators do it every day, and their credibility suffers for it. They may be considered entertaining, but what they say is taken with a grain of salt. Consultant Michelle Howe advises any company that wants to be trusted to clearly label opinion as such, and to present what it has to say in an unbiased manner. Clarity Distinguishing fact from opinion is part of a larger goal of being clear and easy to understand. Ethical business communication calls for being clearly understood. It means that the company is not seen as attempting to obfuscate or confuse the public and other companies with whom it does business. Timeliness of communication can also help. Within the company, acknowledging problems and keeping relevant people informed with clear and direct communications helps dampen the â€Å"rumor mill† and maintains better employee morale. Commitment In the context of business communications, commitment means allocating the necessary time and resources to discussing issues fully. Communication needs to be thorough, for only when time and resources, such as feedback forms, are dedicated to discussing issues is there a chance for everyone in the organization to have their voice heard. Acknowledging Sources Few things create as much tension as when someone presents another person’s ideas as his own. Employees want credit for their work, so failure to acknowledge them is not only unethical but also bad for morale. Some people believe that concerns about plagiarism are only important in academic ettings, but anytime someone is caught â€Å"borrowing† someone else’s ideas without proper acknowledgment, trustworthiness takes a nosedive. Most people realize it’s important to use quotations when citing direct statements from others, but it’s also good practice and sound business to acknowledge ideas that are not your own. Openness to Other Views Openness is one of the key pillars of ethical communication. In communication, openness m eans being open to diverse ideas and opinions, as well as being ready to offer your own opinions even if you do not think they will be popular. A business environment where people are not free to play the devil’s advocate and say unpopular opinions is not an ethical one, because intolerance of divergent opinions means intolerance of differences and free flow of information is essential to both the public’s and the organization’s long-term well-being. Taking Care with Confidential Information Confidential information is a special class of information that requires special attention. The North Carolina State University business department emphasizes the importance of the ethical business practice of protecting confidential information while complying with public disclosure laws. Any use of confidential information for personal gain is also clearly unethical. IABC Code of Ethics for Professional Communicators Preface Because hundreds of thousands of business communicators worldwide engage in activities that affect the lives of millions of people, and because this power carries with it significant social responsibilities, the International Association of Business Communicators developed the Code of Ethics for Professional Communicators. The Code is based on three different yet interrelated principles of professional communication that apply throughout the world. These principles assume that just societies are governed by a profound respect for human rights and the rule of law; that ethics, the criteria for determining what is right and wrong, can be agreed upon by members of an organization; and, that understanding matters of taste requires sensitivity to cultural norms. These principles are essential: †¢Professional communication is legal. †¢Professional communication is ethical. †¢Professional communication is in good taste. Recognizing these principles, members of IABC will: Engage in communication that is not only legal but also ethical and sensitive to cultural values and beliefs; †¢Engage in truthful, accurate and fair communication that facilitates respect and mutual understanding; †¢adhere to the following articles of the IABC Code of Ethics for Professional Communicators. Because conditions in the world are constantly changing, members of IABC will work to improve their individual competence and to increase the body of knowledge in the field with research and education. Articles 1. Professional communicators uphold the credibility and dignity of their profession by practicing honest, candid and timely communication and by fostering the free flow of essential information in accord with the public interest. 2. Professional communicators disseminate accurate information and promptly correct any erroneous communication for which they may be responsible. 3. Professional communicators understand and support the principles of free speech, freedom of assembly, and access to an open marketplace of ideas and act accordingly. 4. Professional communicators are sensitive to cultural values and beliefs and engage in fair and balanced communication activities that foster and encourage mutual understanding. 5. Professional communicators refrain from taking part in any undertaking which the communicator considers to be unethical. 6. Professional communicators obey laws and public policies governing their professional activities and are sensitive to the spirit of all laws and regulations and, should any law or public policy be violated, for whatever reason, act promptly to correct the situation. 7. Professional communicators give credit for unique expressions borrowed from others and identify the sources and purposes of all information disseminated to the public. 8. Professional communicators protect confidential information and, at the same time, comply with all legal requirements for the disclosure of information affecting the welfare of others. 9. Professional communicators do not use confidential information gained as a result of professional activities for personal benefit and do not represent conflicting or competing interests without written consent of those involved. 0. Professional communicators do not accept undisclosed gifts or payments for professional services from anyone other than a client or employer. 11. Professional communicators do not guarantee results that are beyond the power of the practitioner to deliver. 12. Professional communicators are honest not only with others but also, and most importantly, with themselves as individuals; for a professional commu nicator seeks the truth and speaks that truth first to the self. Enforcement and Communication of the IABC Code of Ethics IABC fosters compliance with its Code by engaging in global communication campaigns rather than through negative sanctions. However, in keeping with the sixth article of the IABC Code, members of IABC who are found guilty by an appropriate governmental agency or judicial body of violating laws and public policies governing their professional activities may have their membership terminated by the IABC executive board following procedures set forth in the association’s bylaws. IABC encourages the widest possible communication about its Code. The IABC Code of Ethics for Professional Communicators is published in several languages and is freely available to all: Permission is hereby granted to any individual or organization wishing to copy and incorporate all or part of the IABC Code into personal and corporate codes, with the understanding that appropriate credit be given to IABC in any publication of such codes. The IABC Code is published on the association’s web site. The association’s bimonthly magazine, Communication World, publishes periodic articles dealing with ethical issues. At least one session at the association’s annual conference is devoted to ethics. The international headquarters of IABC, through its professional development activities, encourages and supports efforts by IABC student chapters, professional chapters, and regions to conduct meetings and workshops devoted to the topic of ethics and the IABC Code. New and renewing members of IABC sign the following statement as part of their application: â€Å"I have reviewed and understand the IABC Code of Ethics for Professional Communicators. As a service to communicators worldwide, inquiries about ethics and questions or comments about the IABC Code may be addressed to members of the IABC Ethics Committee. The IABC Ethics Committee is composed of at least three accredited members of IABC who serve staggered three-year terms. Other IABC members may serve on the committee with the approval of the IABC executive committee. The functions of the Ethics Committee are to assist with professional d evelopment activities dealing with ethics and to offer advice and assistance to individual communicators regarding specific ethical situations.