One communicator's gold star is another's scarlet letter.

One Communicator's Gold Star Is Another's Scarlet Letter 

"In our bottom-line-oriented society, there is enormous, relentless pressure to compromise our integrity," says one communicator, echoing the sentiments of many respondents to a recent Communication World survey.

But when asked if they would quit their jobs rather than act against their ethical values, almost half (47 percent (*1)) of the respondents gave a neutral or highly negative answer.

These communicators seem caught between their career demands and their professional ethics.

Making matters more complicated, there is widespread disagreement over just what these ethics are ... or should be.

One communicator's gold star, it seems, is another's scarlet letter.

The survey was developed by Barbara Langham, Ph.D., APR, president of BD Langham Public Relations, Houston, Texas. It appeared in the May 1989 issue of Communication World. Sixty-four readers responded.

Although the survey was not a scientific study and its findings should not be applied to the whole communication profession, it does give insight into the ethical issues which the respondents themselves are facing.

The Gray Area of Ethics

Only a few practices were "highly unethical" (see chart 1) and none were "very ethical," according to a majority of respondents.

More often than not, the majority called practices "somewhat ethical."

Sometimes, the second most common response was to call the practice "highly unethical" (see chart 2). At other times, the second most common response was to call the practice "very ethical" (see chart 3). But in all of these cases, somewhat was the key word -- leaving communicators in an ethical gray area where their golden stars and scarlet letters tend to cancel each other.

Positive Ethical

Influences Rated

When it came to evaluating the sources of their ethical development, respondents were more in accord.

In eight out of 10 cases, the sources were rated as a positive influence by a majority.

Parents received the highest positive rating -- 97 percent. They were rated as neutral by 3 percent and negative by none.

Present family life was rated positive by 83 percent, neutral by 13 percent and negative by 5 percent.

Educational background was positive according to 68 percent, neutral according to 25 percent and negative according to 7 percent.

Religious background was positive according to 60 percent, neutral according to 30 percent and negative according to 11 percent.

Work experience was rated as positive by 56 percent, neutral by 20 percent and negative by 23 percent.

Continuing education was rated as positive by 52 percent, neutral by 41 percent and negative by 7 percent.

The behavior of colleagues and friends was positive according to 56 percent, neutral according to 20 percent and negative according to 24 percent.

Only two sources failed to be described as a positive influence by a majority. The ethical standards of communication colleagues was rated as positive by 42 percent, neutral by 38 percent and negative by 19 percent. The IABC code of ethics was rated as positive by 32 percent, neutral by 58 percent and negative by 11 percent.

Talking Thing Over

Respondents also found common ground on the importance of talking over their ethical concerns with others.

Sixty-eight percent said that there are no instances in which they would keep an ethical problem totally to themselves-sharing it with nobody. Twenty-eight percent said they would sometimes not seek guidance and 6 percent said they would often tackle problems alone.

Eighty percent said they sometimes follow advice; 20 percent said they often do and none said they never do.

Sources of Guidance

But when it came to identifying specific sources of guidance, there was less agreement.

Only one source of guidance was frequently consulted by the majority -- spouses. They were consulted by 64 percent often, 23 percent sometimes and 13 percent never.

Supervisors were the second greatest source, consulted by 47 percent often, 38 percent sometimes and 14 percent never.

From there on, frequent sources of guidance become more difficult to find.

Other professionals in their departments were consulted by 48 percent sometimes, 32 percent often and 20 percent never.

IABC members were consulted by 48 percent sometimes, 38 percent never and 14 percent often.

Other communicators in their organizations were consulted by 44 percent sometimes, 38 percent often and 18 percent never.

Parents were consulted by 46 percent never, 31 percent sometimes and 22 percent often.

IABC board members were consulted by 65 percent sometimes, 26 percent never and 9 percent often.

The clergy was consulted by 67 percent never, 26 percent sometimes and 9 percent often.

The IABC code of ethics was consulted by 83 percent never, 16 percent sometimes and none often.

Respondents Take Their Ethics Seriously

Although respondents varied widely in terms of their particular paths toward ethical development and in regard to their views on the ethics of particular practices, they tended to agree that ethics must be the subject of further study.

Business communication ethics is a serious matter today, 82 percent agreed strongly. Only 16 percent were neutral and 3 percent disagreed strongly.

Another 81 percent said that professional ethics should be a required college communication course. Only 14 percent were neutral and 7 percent disagreed strongly.

(*) Figures have been rounded off.

Kyle Heger is associate editor of Communication World.