The public relations practitioners and journalists have to pay attention to both moral and legal ethics. It is necessary because of the significance of their activities, as a result, legal ethics cannot define all specific situations what decisions should be made. Let’s imagine: if the practitioner disseminates false facts to the journalist, as a result, those facts would be delivered through all media and to stop the spread will be almost impossible. There moral responsibility should be taken into account.
There are also huge conflict and tension between journalists and the practitioners when collaborating collectively too. Probably most of us know many situations when corruption between the practitioners and journalists emerge. This happens, firstly, because of the practitioners’ wishes to express gratitude for the published or broadcasted information. Usually grateful works in giving some presents, or sometimes even paying money for the ‘partnership’. However, secondly, journalists are grateful to the practitioners for disseminated information too, because they wasn’t forced to work hard searching for the new topics to their stories and all facts are collected by the help of the practitioners, therefore, journalists start to work in closer relations and here a danger for objectivity comes up.
How to solve this dilemma and how to make appropriate and adequate decisions?
Firstly, the practitioners have to be aware of the moral and legal ethical pitfalls in the news media as the journalists are. Essential point is to realize ethical dilemmas raise tough questions about the right of privacy and the public’s right to know. Both must have credibility and must be respected by the various publics who with they interact. In addition, the news media deserve honest and valid use of the channels, so the practitioners should not involve them in compromising situations such as by lying or feeding them insignificant or incomplete information. The practitioners should respond to the news media with a straightforward presentation of the facts, even when the story is unfavourable.
To conclude, everything that is mentioned above theoretically looks exceptionally simple. But both journalists and practitioners should remember that their profession is especially important not only to the companies they work for, but and to ordinary inhabitants too. The reason of that is the publicity of their work. They should also remember that brainless mistakes can cause incredibly regrettable situations where people can be devastated irreversibly.
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