Lesson 4

LESSON 4:
ETHICS OF COMMUNICATION
ETHICS AND COMMUNICATION

Ethics is defined as a set of rules or guidelines; these are theories as to which is right or
wrong. In communication, ethics is considerable important because it would likely guide
everyone to effective communication. Theses ethical principles are universal in the sense
that all people should consider these things because of their vitality in the communication
process and effectiveness.
Communication ethics emphasizes that morals influence the behavior of an individual,
group, or organization thereby affecting their communication. For instance, given the
unethical communication practice of a certain company of concealing the non-remittance of
deducted premiums from employees‗ salaries to the SSS or the Social Security System (or
GSIS or Government Service Insurance System in the case of government offices), the
company‗s accountability to its employees is undoubtedly affected. Compare this situation
with that of an organization that observes ethical practice and remits the employees‘
monthly contributions to the SSS or GSIS regularly. It is important to note that one‗s
behavior should be regulated by honesty, decency, truthfulness, sincerity, and moral
uprightness.
ETHICS OF COMMUNICATION
Communication ethics is the notion that an individual's or group's behavior are governed
by their morals which in turn affects communication. Generally speaking, communication
ethics deals with the moral good present in any form of human communication. This
includes interpersonal communication, mass mediated communication, and digital
communication.
The questions that need to be asked are the following:

1. What do ethics have to do with communication?
2. How can ethics (the consideration of right and wrong) help us in crafting our
communications?
3. Is it possible to be an effective communicator and yet not an ethical
communicator?
―Questions of right and wrong arise whenever people communicate. Ethical

communication is fundamental to responsible thinking, decision making, and the
development of relationships and communities within and across contexts, cultures,
channels, and media. Moreover, ethical communication enhances human worth and dignity
by fostering truthfulness, fairness, responsibility, personal integrity, and respect for self and
others."
– from the National Communication Association credo
Bernales, Balon and Biligan (2018) took the classic example of a charismatic, but immoral
leader in explaining the concept of ethics in communication. He understands how to
persuade his followers with dazzling rhetoric that appeals to their emotions. Is he an ethical
communicator?
Communication ethics concerns not only the individual, but is of great concern to
businesses, corporations, and professional entities. A business with unethical
communication practices is not effective as one with ethical communication practices. For
example, a business with unethical communication practices may withhold evidence that it
is harming the environment or breaking a law through a lack of transparence; while a
business with ethical practices will immediately press a release to the affected parties. In
this example, transparency makes the business more effective because it notifies its clients,
prospective or established, providers/ suppliers, or other affiliates of the potential
environmental hazard or law violation. In other words, in this example transparency will
encourage trust and good faith, that the effective business will not conceal what is in the
interest of its audience.
(Bernales, Balon and Biligan, 2018).
Johnson (as cited in Bernales, Balon and Biligan, 2018) developed ten basics of Ethical
Communication using principles learned in Straight Talk and Nonviolent Communication
as wells as best practices for small group work in general:
1. Seek to ―elicit the best‖ in communications and interactions with other group
members.
2. Listen when others speak.
3. Speak non-judgmentally.
4. Speak from your own experience and perspective, expressing your own thoughts,
needs, and feelings.
5. Seek to understand others (rather than to be ―right‖ or ―more ethical than thou‖).
6. Avoid speaking for others, for example by characterizing what others have said without
checking your understanding, or by universalizing your opinions, beliefs, values, and
conclusions, assuming everyone shares them.
7. Manage your own personal boundaries: share only what you are comfortable sharing.
8. Respect the personal boundaries of others.
9. Avoid interrupting and side conversations.
10. Make sure that everyone has time to speak, that all members have relatively equal ―air
time‖ if they want it.
ETHICAL PRINCIPLES OF COMMUNICATION
Completeness
The message must be complete and geared to the receiver’s perception of the world. The
message must be based on facts and a complex message needs additional information and / or
explanation. A good subdivision of subjects will clarify the message as a result of which
there will be a complete overview of what is said.
Concreteness
Concrete business communication is also about a clear message. This is often supported by
factual material such as research data and figures. The words used as well as the sentence
structure can be interpreted univocally. Nothing is left to the imagination.
Courtesy
In addition to considering the feelings and points of view of the target group, it is also
important to approach the audience in a friendly and courteous manner. Use of terms that
show respect for the receiver contribute towards effective communication. The same goes
for the manner in which you address someone. Not everyone will be charmed if you use a
familiar form of address and use of a formal address could come across as too distant. By
using the word ‘they’ a larger audience is immediately addressed.
Correctness
A correct use of language has the preference. In written business communication,
grammatical errors must be avoided and stylistic lapses or a wrong use of verbs are not
sufficient either in verbal communication. A correct use of language increases
trustworthiness and the receiver will feel that they are taken seriously.
Clarity
Clear or plain language is characterized by explicitness, short sentences and concrete
words. Fuzzy language is absolutely forbidden, as are formal language and cliché
expressions. By avoiding parentheses and keeping to the point, the receiver will get a clear
picture of the content of the message. Briefly-worded information emphasizes the essence
of the message. Coherence means the connection of ideas at the idea level, and cohesion
means the connection of ideas at the sentence level.
Consideration
Communicating with the target group (Consideration). In order to communicate well, it
is important to relate to the target group and be involved. By taking the audience into
account, the message can be geared towards them. Factors that play a role in this are for
example: professional knowledge, level of education, age and interests.
Conciseness
A message is clear when the storyline is consistent and when this does not contain any
inconsistencies. When facts are mentioned, it is important that there is consistent,
supporting information. Systematically implementing a certain statement or notation also
contributes to clear business communication. When statements are varied, they will confuse
the receiver.
Observing a code of ethics is essential as it determines the kind of behavior that is

proper and desirable over one that is displeasing and offensive. A code of ethics sets the
standards to be observed by a person or a company that will create a good reputation or a
positive image not only for an individual but also for the organization. It will, therefore,
pave the way for the attainment of the desired results leading to the success of an individual
or the entire company. Success in decision-making will likewise impact the company’s
reputation.
KEY TAKEAWAYS
1. Ethics is a set of rules and guidelines.
2. There are seven (7) ethical considerations in communication. These 7 C‘s are: completeness,
concreteness, courtesy, correctness, clarity, consideration, and conciseness.
3. Our moral and values matter in communication.

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LESSON 4:

ETHICS AND COMMUNICATION

The questions that need to be asked are the following:

―Questions of right and wrong arise whenever people communicate. Ethical

ETHICAL PRINCIPLES OF COMMUNICATION

Observing a code of ethics is essential as it determines the kind of behavior that is

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