Ethics as Electives: How import is ethics in relation to strategic communication

by Rashida Douglas

Why is business ethics distinguished from ethics in general? Is it because there is a separate code of conduct that is acceptable in business that is not acceptable in interpersonal relationships? The “Handbook of Corporate Communication and Public Relations: Pure and Applied” discusses the lack of emphasis placed on ethics in strategic communications academics and how this lack of proper ethics engagement results in public relations catastrophes like that of Enron and Arthur Anderson. Albert S. Atkinson, a contributing writer to the book, goes on to say that there was not enough culpability placed on the corporate communicators who acted as the “faces” of these organizations. “I found that out of 13 universities offering advanced accounting degrees only one required an ethics course, while of the 12 universities offering advanced communication degrees, none made ethics a required course.”

According to the book the public also has a keen sense of where the ethical barometer lies according to profession. Polls indicate 90 percent of individuals surveyed believe fire fighters have a high ethical standard, 58 percent for college teachers, 25 percent for executives and 11 percent for advertising professionals--the category most closely related to public relations. How can PR practitioners create the soul of an organization if they have no ethical framework for guiding their decision-making? Essentially, the text indicates there should be more emphasis placed on how ethics fits into strategic communications and the level of responsibility practitioners have for disseminating proper and correct information to target publics.

Accepting diversity in the workplace.

By Nick Holmes

When thinking about diversity, one might think of how everyone comes from a different background, culture, ethnicity, gender, has had different experiences in their lives, etc. However, one’s sexual orientation is something often taken for granted when talking about diversity. Often, people talk about the differences between men and women in the workplace, but issues with LGBT community members aren’t talked about often.

Many people in our everyday lives consider themselves a part of the LGBT community. Luckily, modern businesses are taking note and ensuring that their organizations are accepting and supportive of anyone, no matter how they define themselves. Ernst & Young was the first of the “big four” accounting firms to be certified by the Human Rights Campaign. One of their internal mottos for accepting this community is “making LGBTA inclusiveness real every day.”

Ernst & Young created “People Resource Networks” for their lesbian, gay, bisexual, transgender people and their allies (LGBTA) to establish a “gender identity/expression” category within their antidiscrimination policy. The accounting firm believes in the value of fostering an “open and inclusive office environment.”

Ernst & Young is one of many companies striving to promote diversity in the workplace. They understand that not everyone is the same and that their employees need to feel as if they can be themselves at work, without worrying about what their supervisor might say if they found out too many details of their personal lives. Organizations like this are promoting equality among their members, without forcing everyone to “conform” and accepting that we are a very diverse species.

The Jungle: Looking for my first REAL job!

The Jungle: Looking for my first REAL job!

by: Dana Brantley

As future public relations practitioners, we hold the balance scales of journalism and business. In fact, the ability to be in the corporate realm while utilizing my journalism skills has inspired me to major in public relations.

My dream job is in corporate communications. According to workinpr.com, one of the differences between agency work and corporate communications is that the latter typically works on improving or maintaining the organizations brand, while the former works for several different organizations. It has been my desire to work for a set company in their communications department.

Of course, a career in corporate communications requires some prerequisites. According to Ben Silverman in his article, PR Fuel: What It Takes to Be a PR Person , a career in public relations entails both professional and personal skills. We all know that the ideal candidate will possess a Bachelor’s degree but what are some skills that will set you apart from the pack? Silverman suggests that you should have strong oral and written skills, possess research skills, seize the opportunity to think outside the box while being ethical; just to name a few.

Of course, I do not want to remain entry level for the entirety of my career, so when looking at a potential organization, I research current staff demographics. Being that I am an African-American woman, I look for a company that embraces diversity. Since our capstone is made up of women, diversity should be important to us all.

According to, John Gabarro, UPS Foundation professor of Human Resource Management, Emeritus, at Harvard Business School and David Thomas, the H. Naylor Fitzhugh professor of Business Administration at Harvard Business School, minorities should get a mentor in their desired field, appreciate a slower track process and ensure before employment that the company embraces diversity. The slower process can ensure long-term success.

So, what makes me continue to strive for a career in public relations, besides my passion for communications? According to the US Department of Labor, the amount of employment is rising above average, however, that same article projected that there will be a rise in competition among entry level positions.

So, set yourself apart. Let the company know that they will continue to reach success if you are an integral part of their company. According to D.A. Hayden and Michael Wilder, founding partners of Hayden-Wilder, a one-on-one counseling firm specializing in preparing recent college graduates for the real world job market, suggest that college graduates should set themselves apart by doing the following: 1.) Read publication pieces about the organization. 2.) Define the public’s opinion about the organization. 3.) Make sure that you are showing initiative!

Best of luck job hunting. I am sure that we are the cream of the crop!

The Growing Importance of Internal Communications

More and more companies are beginning to understand the importance of fostering a good work place environment for their employees.  A good workplace environment provides for a more productive outcome for the organization.  In order to achieve these goals, leadership has begun to implement programs that increase employee relations. The main vehicle they use to achieve this goal is through the use of in-depth internal communications programs. These programs aim to inform employees of the mission, changes and developments and issues that can potentially affect the company.

How workers perceive the organization and understand their role in its success is directly related to how hard they work. There are eight main results of a good internal public relations campaign.

1. Builds loyalty
2. Increases employee moral
3. Builds a positive corporate environment
4. Keeps employees invested in the mission or direction of the organization
5. Builds employees confidence in the business
6. Helps employees respect corporate leadership
7. Helps employees manage or counteract the multiple message received from external sources
8. Increase productivity

Some vehicles that public relations practitioners use to help disseminate messages within the company environment include newsletters, memos, booklets, company branding items, emailing systems and flyers placed strategically around the office. For example, one American-based company provides multiple resources for their employees to keep them abreast of issues in their field. On a daily basis, they compile and disseminate a list of recent media stories that affect various departments. “Keeping in the Know Daily” is formatted electronically and sent to all employees across the nation. Tools like “Keeping in the Know” help unite employees and provide a vehicle for the organization to help contribute to the formation of employee perceptions.

As times change, business hierarchal arrangements and chain of command procedures are being circumvented to keep up with today’s social climate and the belief that all can contribute equally to the company’s success. Therefore, today’s corporate leadership have begun to understand the importance of changing from a “need to know” policy to one that is more inclusive. Internal communications programs help meet those changing needs.

For more information regarding the science and importance of internal communications in the corporate environment visit these Web pages:

http://www.bizjournals.com/albany/stories/2002/08/19/focus7.html

http://www.bizjournals.com/eastbay/stories/2005/11/28/smallb4.html?q=the%20importance%20of%20internal%20communication

http://www.porternovelli.com/site/mainpage.aspx?pgname=internal_communications

http://www.navis.gr/manager/imp_com.htm 

http://www.ragan.com/ME2/Default.asp