Abstract
This study examines the relationship between journalistic ethics and public relations practitioners. Further, it reviews the influence of media and public relations on the society and ethics influences the media personality’s professionalism. The compilation contains literature material from different authors, reflecting on the complexity of journalism and public relations industry. I also review how the concept of journalistic and public relations ethics can be applied in modern business institution.
Journalistic Ethics
Part 1 a
Journalism ethics and conduct refers to good practices and principles applicable to journalist in the course of responsibility. The purpose of a journalist is to enlighten the public; his duty involves finding the truth and providing a comprehensive account of issues and events. Public relation on the hand is associated with lying, unethical and spin doctoring information. The practice of public relations is thus referred to as propaganda and manipulation. In fact, journalist discredits the idea of public relations, in respect to the journalistic ethics. Policy makers have also termed public relations as unreal and deception. The public relation sector lacks integrity and ethics, something reporters term as threat to honest reporting. Majority policy makers and lobby group criticize public relations for deliberately being unethical. Therefore, we can argue that, journalistic ethics plays an important role in public relation matters.
Another aspect affecting pubic professional is lack of identity and open communication compared to how reports represent themselves. Research also reveals that lack of ethics in public relations affect the approach of fair and decision making in public opinions. Lastly, the maturity in journalist affects the negative reputation history of public relations despite the efforts for ethical policy implementation in pubic industry. In present, the practice of public practitioners relies heavily on ethics and conducts of journalist. Due to civilization and involvement of businesses, the level of credibility and accountability in communication has led to the creation of code of conduct and ethics in public relations
Part 1 b
The relationship between media companies and marketers plays a positive role to the success of the organization probably through promotion. Therefore, it is important for marketers to cultivate their relationship with a journalist to gain media coverage effectively the organization needs. Moreover, a number of consumers tend to hold information through media, a platform where marketers use to echo their sentiments. Consequently, what reporters covers in media is usually based on quality relationship between them. Building quality relationship with a journalist helps prioritize organizations database in media. However, you must ensure journalist can trust your information, by providing accurate and up to date sources. Providing credible information emphasizes on quality relationship. Notably, truthful information given to media helps reach the right targeted audience and ultimately promoting organization products. Reporters only pays attention to what they believe is relevant, so creating a good rapport might help your interest remain relevant. For example, for a professional marketer to get the right audience, he should create a quality relationship with journalists. Practitacaly, under normal circumstances, we tend to work on assumption that, journalist know the right target consumers; and are able to match the the right information with the right audience. Therefore, it is prudent to acknowledge the idea of quality relationship among media and marketing practitioners. There is credible evidence suggesting that marketing relationship with media have significant impacts on vested interest about environmental, political and social challenges.
Part 1 c
The ultimate goal for both Public relations professional and media personality is to provide truthful and credible information. They both depend on ethics and moral attribute to practice their professionalism. Good morals and ethics are fundamentally connected to the journalist- public relation professional relationship. It is responsible for professionals to employ ethical conduct, in order to develop a good reputation in their duties. Public relations are all about communicating the truth. Public Relation professionals should always be prompted to speak the truth. For instance, a crisis can occur in an organization about illegal activities practises; the PR proffesional should proceed to speak the truth to the media or public, thereby exposing the unclear organization activitiess. In the case, lying for the betterment of the organization is not acceptable in reference to professional ethics and good of the society.
The professional ethics guides the relationship to be transparent in all approaches. They should act within the stipulated regulations. Companies should be objective, honest and open. For example, a case in point; a conflict of interest may arise between two clients, you should act transparently and in a professional way. Professional need to ethnically identify themselves, regardless of the organization they are working under. Essentially, Public relation professionals all ethical standards. Personal principles and values guide Media and public relations careers. The issues responsive, accuracy, respect and honesty should always be in control. Media personalities should always be updated, using available information. Essentailly, the general public always expects the currents news and information. Another aspect of proffesional ethics states that, collaboration among coleauges is traditionally nesseray in their profesionals. Working collaboratively with colleagues is important in expressing different views and ideas. This closeness will build trust and help maintain the relationship. Moreover, the essence of media and public relationship is to create a good relationship.
Finally, it is significant for organizations to be willing and ethically responsible for resolving issues fairly with good intentions. These will ultimately assure your clients that are you credible and trustworthy organization. In summary, professional ethics and code of conduct provides a framework for staff to follow.
Section 2 & 3
Educational games manufacturer
Through media, educational games manufacturer can use their concept of information and technology to reach their audiences. But, first they have to develop a good relationship in order to achieve this mission. On the hand, media will use the manufacturers’ products to communicate to reach the audiences. In nutshell, the media will use educational game manufacturers’ product to communicate to clients. The consumers on the hand will get a chance to listen to the Media while knowing about the manufacturers products. For instance, research shows that educational games develop intrinsic motivation in institution. Game-based learning describes the approach of games for educational reasons. Through media; computer and video games will be advertised and get the target audience. Example, brief question and answer games can deliver specific learning outcomes to the public but reaching the targeted audience.
Target audience:
Media or Non-Media Connector:
Fanatic: These are people who act based on the products they are promoting. They are always monitoring the product, analyzing the brand of their institution and prescribe the right product for their audiences. They use blogs to advertize education media games on the web and create enthusiastically and learning based in school computer programs.
Media Mention Opportunity for Business
There is an opportunity to develop game-based learning programs in both schools and media organizations.
Non-Profit Organization:
NGO’s and media can work together in order to create a quality relationship with the public and themselves. The idea of Non-profit organization in itself can catapult the minds of the public due to the generosity approach. The media the can capitalize on such materials to communicate to the target audience. Through media, Nonprofit organization have created social media platforms to interact with the public. For instance, Media can employ the use of non- profit organizations social media platform to dialog with target audience. The emergence of social media has developed new possibilities for media and NGOs to engage and communicate with the public.
Target Audience: The Public; Nonprofit organization depend on the general public for support
Media or Non-Media Connector:
Citizen marketers: They may be a group of volunteers giving free services; they usually advocate personal expression and interest. Volunteers collect information and share on social media to lay particular message to the public. They represent the organization, prescribes the nature of their actions in the organization, and they are usually transparent about their organization, and their motives are true.
Media Mention Opportunity for Business
The opportunities to engage more public in the concept and motivate people in order adopt the culture of volunteers and facilitators.
Educational institution:
Educational Institution and media both have a responsibility to reach the public with true and credible information. The exercise of public relations is established on relevant education taught in schools. The media as well relies on substantial material to communicate to the targeted audience. A case in point, the world is full of dynamics, and so do these changes reflect on how public relations and media cooperate and communicate. The validity and interconnection of current public relations are critical to the society. The skill and knowledge for future PR practitioners are greatly needed. The role of educational institution is to provide relevant and updated materials for comparison in public relations.
Target Audience:
Media or Non-Media Connector
Trained Experts; they are expert in education institutions, the disseminated information based on their tutorial experience. They use easy understanding messages to teach. They usually have credible information. In fact, majority combine their information with technology to communicate with the audience. Research shows their attitudes and opinions might have influence on the institution. Majority are passionate about their work. Trained experts teach moral and ethical attribute of public relations.
Media Mention Opportunity for Business
Opportunities are created to form networking platforms with media organization for students. The media opportunity to practice in business includes journalistic ethics among the reporters and marketing practitioners in order to enlighten the public.
In conclusion, the responsibility and significance of ethical reasoning in marketing public relations are on demand. Educational institutions are attending and practicing ethical matters, and marketing practitioners are responding to the reality of ethics in public relations.
References
Ethics in the PR industry. (n.d.). Ethics in the PR industry. Understanding public relations, Pp. 2-71.
Giannini, G. T. (2010). Marketing Public Relations. Pearson Edu inc prentice hall.
Moyer, J. (2011). Ethics and Public Relations. Institute for Public Relations. Pp. 1-145
Park, H. (2012). Relationship between Motivation and Student’s Activity on Educational Game. International Journal of Grid and Distributed Computing, 1-14.
Rasmuson, F. (n.d.). Developing Relationships with. Reporters. Rasmuson foundation and the Spin Project, 1-6.
