Anyway, here's my take on ethics.
It is interesting to know from Tilley (2009) that no 2 people, even if they are from the same culture would have exactly the same morals and values or would actually place the same level of priority on their beliefs. So that is why she concludes by saying that when a PR practitioner works with other people, the practitioner will encounter challenges; and those challenges are in fact their own colleagues and subordinates. Because they will present their point of view and the practitioner would have to evaluate those points to see what’s best for both the organisation and the society at large.
This then brings me to the next part brought up by Tilley (2009), which I find most fascinating throughout all of this week’s reading.
She writes a little about a gentleman: William Gudykunst, a cross-culture communication theorist. Gudykunst shared a term in application to describing PR being practised ethically. The term is “mindful”. To be mindful means to aware and alert. Gudykunst developed a three-part approach to communication competence.
And the key words in his approach are:
- The willingness to view ethics as a vital part in PR practice
- Increasing their knowledge on ethics, when PR practitioners recognize that behaving ethically in their practice is a challenge
- Regularly assessing on their ethical skills and improving them
In my opinion, it is difficult to behave ethically, even in school, what more is there to mention at work. Although with Gudykunst model to communication competence, I feel that there is another area to look at, and that is effort.
It takes effort to for people to be willing to take ethics as important as it would cause them inconvenience- say if the director asks you to do a task that would be of breach of ethics, it's either you do it to keep your job but your conscience disturbed or don't do it and lose your job.
And from there, if people are willing to take up the challenge, then they would have the enthusiasm, the want to know more about behaving ethically.
And finally, with the knowledge, application of it would make them have the skill or capability to decide or act ethically; always checking on themselves to see their own behaviour.
That's about it from me for this week.