• Understand guidelines for communicating ethically
• Understand how to communicate ethically online

Guidelines for Ethical Communication

As business practices become more transparent and the people behind those businesses become more public, customers and other interested parties begin to expect more from these businesses. Because of this, ethical and socially conscious behavior by organizations can contribute to their success.

It’s not enough for a communicator to craft a message that’s clearly understood by an audience, the goal should be to leverage the seven principles of business communication.

If you adhere to the seven principles, you will communicate ethically.  For instance, if you’re not being objective, and you are trying to communicate your opinion (or the opinion of others) as fact, then you are not being ethical. If you purposely do not disclose complete information, then you are not being ethical.

You don’t have to look too far today to see examples of unethical communication; they’re all over the media. Websites that present misleading or inaccurate information are prevalent. In addition, social media outlets are making efforts to prevent misinformation from being posted and shared. For example, PolitiFact partners with Meta to fact-check posts shared on Meta platforms such as Instagram and Facebook to provide context for false information and notify those who share false information.^[1]

General Motors

General Motors now admits that over 100 people died because of faulty ignition switches that were not recalled. In an article in Forbes magazine, reporter Carmine Gallo claimed that “Two Misleading Words Triggered GM’s Catastrophic Communication Breakdown.” The article discusses that the ignition issue was labeled as a “customer convenience” issue. It left people with the impression that the problem was an annoyance rather than a major safety issue. Therefore, it didn’t get the attention it needed. These were communication choices made by human beings.

Was the word choice a mistake or was it unethical?

The seven principles of business communication should be enough to keep your messages ethical. But if you want further guidance as to what is and is not ethical in business communication, the International Association of Business Communicators outlines a code of ethics for all its members:^[2]

• I am honest—my actions bring respect for and trust in the communication profession.
• I communicate accurate information and promptly correct any errors.
• I obey laws and public policies; if I violate any law or public policy, I act promptly to correct the situation.
• I protect confidential information while acting within the law.
• I support the ideals of free speech, freedom of assembly, and access to an open marketplace of ideas.
• I am sensitive to others’ cultural values and beliefs.
• I give credit to others for their work and cite my sources.
• I do not use confidential information for personal benefit.
• I do not represent conflicting or competing interests without full disclosure and the written consent of those involved.
• I do not accept undisclosed gifts or payments for professional services from anyone other than a client or employer.
• I do not guarantee results that are beyond my power to deliver.

If you have any questions regarding the ethics of a particular message, these guidelines should serve you well.  Betraying the trust of your audience is lethal to effective communication.

Principles of Ethical Decision Making

After gauging the ethical significance of an issue, a thoughtful manager will then evaluate the relevant ethical principles that should guide their decision-making process. There is no one set of principles to check off, but there are some you may wish to consider:

• Legal and regulatory requirements set the minimum standard for behavior. Any company or individual can disagree with the law, but given the consequences, such disagreement must be done carefully. 
• Long-term self-interest means the pursuit of outcomes that will benefit the self in the long run. For example, a company must make choices to ensure its continued existence. 
• Personal virtue refers to conformity to a standard of righteousness. You should make choices that are honest and truthful individually. The good of the company does not justify lying.
• Utilitarianism seeks the greatest benefit for the maximum number of people. This is often difficult to judge over large groups of people.
• Individual rights are related to the freedom to act and think without punishment through regulatory, legal, or societal means. For example, we make individual health decisions to smoke or drink beverages with lots of sugar even though the health costs are borne by many through private and government insurance programs.
• Distributive justice looks at how benefits are shared or distributed among the individuals in a group. The U.S. market system can have winner-take-all outcomes. Our social welfare system redistributes a little to disadvantaged individuals in the market who are also part of our society.
• Religious injunction is an important moral and ethical guide for many people.

Watch the following video for an overview of the ethical decision-making process:

You can view the transcript for “Integrating Ethics: Ethical Decision-Making” here (opens in new window).

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