spotlight

on

>PRSA'S ethics month

Point/Counterpoint:
Does social media affect tiie PR profession and ethics negativeiy? Yes
w. Thomas Duke, APR, Fellow PRSA,
is a 50-year PR veteran, with e.xperience at three Fortune 500 companies and two communication agendes. He is a inanbcr of the PRSA Board of Ethics and ^^Professional Standards, was founding president of he Akron Area Chaper,and is currently president-elect of the Akron Area Chapter.

No
Ralph J. Davila is an
award-mnninj^ PR tvid communications prcjessional in the greater Cleveland/A kron area. He is also a member oj the Akron Area Chapter and serves as an Assembly Delegate.

Those who started their PR careers in the mid-19.S(}s were in the communication Stone Age compared to today's fast-moving electronic world. Our menu of PR tools still utilizes newspapers, radio andTV, but also a whole new inventory of electronic media, such as ._blogs, Facebook,Twitter. Linkedln and others. However, these social media tools are still too new to be proven effective.That's where we have a problem. In the 19.S()s,we had stj writers, followed by electrd ers.The first fax machine us paper that stained desktops^ While mure high-tech fax Sichines Sic still used today, e-mail, text messaging and al! other forms of online and social media have taken over as a dominant form of communication.

Social inedia's negative effect on media reiations

Today, most people send news releases via e-mail attachments. Practitioners and the media rarely see each other in penon. Social media has ' supplanted traditional forms of communication. PR professionals communicate with the media mainly by e-mail or an occasional phone call.This allows for instantaneous but often erratic correspondence. To that extent, we have lost one ofthe basic elements ofthe PR profession developing strong media relationships face-to-face. The overuse of social media has had several other negative repercussions as well.They include: Minimizing other media to the extent that daily newspapers and broadcast media are struggling for survival. ^ Providing a platform for anyone to participate in the communications 18 September 2009 TACTICS

niix, regardless of whether they are qualified to do so. Many of these amateurs have no formal journalism training. They communicate underdeveloped, uninformed opinions. Allowing misleading communication topics and channels that can deceive and misinform audiences. Anyone who signs up for Facebook or Linkedln, or the other platforms, can write anything with little tear ofbeing questioned. Some organizations have even gone as far as creating front groups and sending false messages to support a particular organization or cause. Creating a harmful milieu that is emulated by those who are new to the communication business, that includes incorrect grammar, misspelled words and dubious logic. There are only so many times you can read trivia such as,"! took a walk today and stubbed | my toe. I

Today's practitioners have the opportunity to take advantage ofthe information age through e-mail, picture and viiieo texting and other social media platforms. There is rarely a need to use a fax machine.

Social media's positive effect on media reiations

With the accelerating rate of generated messages and information, we are immediately updated on even the most inane data.This ability to uisUiiitly share information has made reaching the media much easier. It also makes it possible for PR professionals to develop a two-way digital dialogue, which creates powerful and meaningful conversations and builds strong relationships. How you use these tools dictates the ability to establish and nurture a rapport. Just because a social media platform exists does not mean that the PR person can disregard writing well, using proper grammar, spelling, punctuation and being concise and in formative.The stigma of inadequate communications stems from thinking that the rules of professionalism do not apply, such as fact checking, acting honestly and writing in a respectable manner towanl others.

LOL."Why I
would any ^ rational person care? Wasting time and talent.The time spent sending tweets or updating social networking profiles ctiuld be better utilized on worthwhile projects including developing information about a client's product or service or making personal contacts with the media to build relationships. Unfortunately, journalism schools are now emphasizing social media. These developments, however, come at the expense of quality writing, which is an often overlooked but fundamental element ofpubhc relations. Within the next 10 years, the proliferation ofthe Internet and blogs may kill daily newspapers, save for a few such

local TV station shows a positive business application. A PR practitioner can gain valuable insight into that person s thought process each time they post a tweet learning about current story topics, changes at the station and even personal hobbies.This priceless information wi)uld be difficult to obtain otherwise, and facilitates the engagement of an indifferent audience. After opening the door to make a mutual connection, the PR pro can create positive two-way communication uith the editor by requesting a station tour, setting up an editorial meeting or having cofTee. I still believe that the faceto-face interaction, particularly with local media, is extremely important. With that in mind, here are some positive aspect of social media: Daily newspapers, magazines and broadcast media have stru^led for sur-, vival due to the lack of online innovation.The successful media outlets are ' ' using social media and the Web to engage stakeholders, spark dialogue and retain their audiences. It's easy to discern the real conimunicaton from the amateurs. Although there are many that lack formal training, their comments have a place in the new communication landscape. PR practitioners must expose the "hacks" by taking control ofthe medium writing, engaging, reforming and developing mcaningfial conversations. As PR professionals, we take a vow to be ethical, honest and transparent in everything we do.Tliis includes creating company and organizational communication channels. We must create and maintain higher standards for using social media tools. We are obligated to ensure that our professionalism and written abilities extend beyond our pres.s releases. All of us must lead by example and write concisely and accurately, so that those new to the business can follow suit. Know your limits. Social media doesn't operate in a vacuum and should never stand alone. Use tools such as Facebook,Twitter and YouTube as necessary to reach your desired publics. You may even learn that your target audience doesn't use social media.

Implications of sociai media on mass media

Companies have begun to hire
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as USA Today/rhe Wall Street Journal and Using social media to build a relationship with an assignment editor at a Continued on Paje 19

spotlight

on

>PRSA's ethics month

Authentic communication: A new PR litmus test for corporate ethics

By Bojinka Bishop, M.S.
PR professionals commonly invoke the "front-page" test when facing ethical decisions: Would you do this if the action that you or your company is considering was to appear on thefix)ntpage of 77if New YorkTimes} If the answer is "yes," then its ethical. If the answer is "no," then it's not. With the bui^oniiig influence of social media and demands for transparency, the press is no longer our ultimate judge, making the ftont-page test outdated. It's our stakeholders those millions of people searching, b l o ^ n g , tweeting and scnitinizing our actions. Stakeholders now find information before it is officially R-leased, and niake crucial decisions about whether corporate actions are acceptable. Public relations can still provide the litmus test for ethical organizational behavior. With organizations'actions under the public microscope public relations must offer a stakeholder-focused method for assessing not only how organizational actions will be perceived, but also whether they are ethical. By honestly evaluating our actions with a rubric based on stakeholder-relationship principles, we can manage reputation and take a more active role in corporate management. understand the potential concerns ' and better position themselves to remedy or mitigate the situation. Sometimes a negative response for only one questi MI can be enouyji to nme a red flag. For example, if rhe issue is whether to lay off employees, then the company might pass the honesty and integrity tests (telling the truth, providing clear and relevant information, etc.),but not the mutuality test that is, seeking input from tliose affected by the actions prior to the decision.

Taking the test

The Authentic CommunicationEthics LitniusTest is built on three core concepts: mutuality, honesty and integrity. Mutuality represents the reciprocal relationship and mutual dependence of the organization and its stakeholders. Honesty and integrity speak for themselves in terms of ethics. The following questions can be used to assess whether an issue or proposed action is ethical. Mutuality Can we release the information to stakeholders before decisions are made to allow for dialogue? Can we seek (relevant and honest) input from affected parties and modify our position? Can we provide clear and relevant information to stakeholders? Can we make

Leading ethical actions

this information easily accessible? Can we be courteous and empathetic with stakeholders? Honesty Can we tell stakeholders the truth about this? Can we be factually accurate, tell the whole story to affected parties and cover the essential issues? Integrity Are these actions consistent with our mission and social responsibility promises? If the answer to each question is "yes," then the proposed issue or action can be considered ethical. If not, this criteria provides a focused framework for discussions with managerient. By using the three core concepts as diagnostic tools, decision-makers can better Public relations serves as the strategic interface between the company and its stakehoIdeni.Theretore, PR practitioners are in a unique position to be leaders in assuring ethical actions. It LS our professional duty to nurture oi^nization-stakeholder relationships and protect corporate reputation. PR practitioners can't do that through WORIS done we must also influence actions.The Authentic CommunicationEthics LitmusTest is a formalized approach that can give PR professionals an effective diagnostic tool for analyzing actions to protect corporate a-putation. O
Bo|lnka Bishop, M. S. an medate
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Editor's note This test is based on Bishop's 10 principles of authentic communication: timely, relevant, factually accurate, clear, fundamental, comprehensive, accessible, responsive, consistent and caring. Please see "When theTnith Isn't Enough: Authenticity in Public Relations," The Strategist, Fall 20()3,for more intbmiadon. O

F..W Scnitps School of Journalism. Slw hits more than 20 years of prol: bislwph @f}lu edu.

Yes
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nition of pay for play and how it is unethical under PRSA standards. PSA-9 states (see Page 14 for the full statement):
Pay for play (PFP) occurs when there is intent to hide an exchange of value between a PR professional and a journalist. It oaurs when PR professionals make undisclosed payments to Journalists or media to publish or broadcast a client's story. Or, when PR professionals compensate journalists or media to allow placement of stories that appear to be editorial material, again .failing to disclose that the information was provided by outside sources andfor which compensation (including advertising) was provided in someform in exchangefor publication or broadcast. 'Hie payment can he in variousforms, including gifts and future favors.

The NewYork Times. When that happens, we will lose the strong journalism that serves as a watchdog over corruption in the public and private sector. 'The Plain Dealer m Cleveland recently uncovered vast government corruption in Cuyahoga County, Ohio. This was accomplished only because the paper pursued the corruption with a team of qualified, professional journalists who worked diligently for months. Bloggers don't have the dme and training to do this type of work.

who are using blogs for promotion. You'll also see pitches by individuals who are offering systems for selling products by blo^ng.These endorsements appear in blog? without an accompanying disclaimer that states that the bloj^er was compensated for the plug. This blurs the line between publicity and advertising, and the PRSA Member Code of Ethics considers this unethical. O

No
Continuedfrom Paj^e 8

Implications of social media on mass media

Since this is PRSA Ethics Month, I'm reminded of a practice that has been stimulated by social media pay for play. The professional standard developed by the PRSA Board of Ethics and Professional Standards outlines the defi-

eing hired to write favorable items about products or services in exchange for money or products. Just go to Google or Yahoo and enter "Blogs used to sell products" and you'll pull up scores of references to companies

bloggers and social media users to disseminate messages in return for payment. This constitutes pay for play (referenced in PSA-9) I do not endorse this practice, and made it a focus of my professional research and graduate study. Our news loses credibility and legitimacy when this occurs, and it's happening more fi"equently.The perpetrators of this behavior are no longer just trade publications and small weekly newspapers. It

is now evident in mainstream media as well: TV programming (topical morning shows), radio (sponsored segments) and major newspapers (supplements and special sections). Any individual being compensated to promote a company through social media channels should be mandated to attribute the information to its source. The drop in ad revenue among the media has caused them to aDow. and even endorse, pay for play permitting the editorial and sales departments to blur.PR professionals must support the media to help it survive and prosper, or these pay for play tactics will continue to destroy traditional media. The success of social media does not demand the demise of traditional channels. Outlets such as The Plain Dealer in Cleveland are the watchdogs that expose factual information for the public's benefit without them we would be at the mercy of anyone who has access to a computer and a corporate backer. O " "

TACnCS September 2009 19