PUBLIC RELATIONS ETHICS AND THE NEW MEDIA.
by Kimati Elitrudah 42582

 The introduction of new methods of disseminating information and persuading audiences are changing the landscape of media ethics. Most, but not all, of these “new” media are computer generated or computer assisted. The allure of a democratized media has resulted in an internet presence that is both gratifying and alarming. Virtually anyone with access to a computer (or a device that can be linked to the internet) can voice his or her opinion instantaneously, and to millions of people. As you might imagine, this ease of transmission has great potential for abuse. As Aristotle pointed out in response to the argument that his rhetorical guidelines for persuasion could be used for evil ends, the ultimate use of any tool is up to the person who uses it. So it is with the new media. The most important thing to remember is that all of the approaches to ethical communication apply to the new forms as well. A hidden agenda on a blog site is still a hidden agenda. The rules for ethical persuasion still count, no matter the format in which the persuasion appears.

Recent changes in technology have allowed organizations to reach out to their constituencies in ways never before imaginable. The computer has not only spawned word processing and desktop publishing, it has also allowed us to reconfigure our communications and our modes of delivery. Additionally, technology has expanded the scope of both internal and external communications beyond that of traditional media. The role of everything from the news release to the corporate magazine has been broadened by the ability to make what was once a static delivery system now interactive. There are a number of relatively new methods for getting a public relations message out over the internet including: intranets, web-sites, weblogs (blogs), web seminars (webinars), online newsletters, and podcasts. All have great potential for clarifying information and for persuading audiences. They also are burdened with predictable pitfalls most, simply new versions of old evils. We are going to concentrate here on blogging, but it is indicative of the types of ethical problems associated with much of the new media.

Public relations is an eclectic practice with a great many job descriptions involving myriad functional obligations. Along with these functional obligations, there will always be accompanying moral obligations either directly or indirectly related. As the message vehicles available to public relations professionals evolve and increase in number, there will always be a temptation to avoid moral obligations in favor of the purely functional.

Public relations, more than any other media industry, is entering with gusto into the realm of new media, especially the opportunities provided by the internet and the concept of social marketing. However, public relations professionals must continue to follow the dictates of their already established standards, either codes provided by professional organizations such as PRSA, to the idea of social responsibility, or to their own personal ethics. A basic rule of thumb is that if it was unethical before, it will be unethical now. Despite the advent of new ways to communicate with people, respect is still respect. The only way to insure ethical practice is to practice ethics in everything you do.