Fundamentals of Ethical Communication

Communication professionals are often called brand custodians and architects of reputation. They are responsible for creating compelling narratives to shape public perceptions. Consumers prefer to engage with brands which are authentic and tell compelling stories. Brands who conduct purpose led business and take meaningful actions towards society enjoy goodwill and customer loyalty. In a competitive market, maintaining a steady consumer pool is tricky. Hence, companies spend millions of rupees on innovative and engaging marketing/PR campaigns to enhance brand recall. However, sometimes in a quest to grab the attention of stakeholders or create a sensation around the brand, they indulge in unethical practices. Whether it is making false claims about a product/service or spreading misinformation to inflate the stock price. False information could lead to a reputational crisis and shatter consumers’ trust. Being honest, transparent and ethical is imperative for long-term sustainable business.

Comms pros play a critical role in ensuring the leadership adheres to the principles of ethical communication aligned with the organisation’s purpose and business philosophy. Here are four fundamental principles of ethical communication which may help comms teams create a framework for internal and external communication.

Transparency: Transparency is the core of ethical communication. Data plays a key role in bringing transparency in engagement with the audience. Today, it is easy to quantify any information in the public domain, hence, deceitful communication can lead to crisis and even regulatory actions. While there are checks on the communication in the form of press releases, reports, newsletters etc., sometimes social media messaging can turn misleading or miss vital facts. There is a strong possibility of missing critical information or putting false data on social media under tight deadlines. Be transparent and authentic in your communication. Transparency is paramount in highly regulated industries such as healthcare & pharmaceuticals, banking & finance, and insurance, where companies require work under strict compliances and regulations.

Purpose vs Activism: Sometimes, brands opt for communication practices which are far from their purpose and core values. While it is crucial to be socially responsible, always uphold your organization’s core business philosophy and purpose. Brands might have noble causes, but misplaced narrative can ruin their efforts. Taking a stand on a controversial social issue can invite criticism and boycott calls. It is not necessary to voice opinions on every issue, especially in a multicultural society with heightened sensitivities. There is a possibility that leadership may not follow the core principles of communication and might take a controversial stand.  Comms teams should guide the leadership on ethical communication and the perils of fake news. Regular training and crisis handbook might help to handle undesirable situations effectively.

Ability to accept Mistakes: A few months ago, a grooming brand received flak for their newspaper advertisement. In the ad, they supported a girl who faced social media trolls for her looks. While their intention seemed noble, a group of people found their message insensitive and offensive. Few of its employees defended the respective ad amid controversy, which worsened the situation. It is always wise to accept and own the responsibility for mistakes. We all are human and prone to make mistakes. Sometimes, misinterpretation can cause controversy. Avoid a defensive approach, instead try to understand the other side and make relevant changes to the message.

Privacy and Confidentiality: Transparency and confidentiality are two sides of the same coin. While it is imperative to be transparent in communication, brands can choose information they wish to place in public forums. For instance, companies are required to disclose their business and financial performance to their key stakeholders, but they need not offer details on their business strategies. A robust mechanism to protect the critical data of stakeholders such as customers, employees, investors etc. can help brands build trust. It is advisable to have a framework to ensure data privacy.

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Priyanka Pugaokar

Priyanka Pugaokar is a communications professional with expertise in internal and external communication, crisis communications, content generation and media relations. She holds over ten years of combined experience in communications and business journalism. She is currently associated with Rashi Peripherals Limited as Corporate Communications Manager and leads several strategic projects. She is an avid travel explorer. A lifelong learner, she holds interest in yoga, naturopathy, energy healing and crystallography.