the ethical use of online and social media as a communicative tool: challenges for journalists and...
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The Ethical Use of Online The Ethical Use of Online and Social Media as a and Social Media as a Communicative Tool: Communicative Tool: Challenges for Journalists Challenges for Journalists and Public Relations and Public Relations ProfessionalsProfessionals
Emma L. Daugherty, APR, Ph.D.ProfessorDepartment of Journalism & Mass CommunicationCalifornia State University, Long Beach
Learning ObjectivesLearning ObjectivesTo explain the challenges of the
new media landscape, one that is immediate and interactive
To explore the ethical challenges of each form of digital media
To expose the dangers of multi-layered news delivery systems
Learning ObjectivesLearning ObjectivesTo address the multi-faceted
ethical dilemmas associated with social media as a communicative and marketing tool
To present various problem-solving strategies to avoid and solve ethical challenges in this ever-changing media and marketing landscape
Learning OutcomesLearning OutcomesStudents will have a clear
understanding of the challenges posed by new media in terms of ethical reporting and communicative practices.
Students will be able to identify the ethical problems posed by each form of digital media.
Students will be able to develop problem-solving strategies when faced with ethical dilemmas in online and social media.
Online MediaOnline Media• What is online media?• Define it.• Describe it.• How is it relevant in society?• How has it changed society?• How has it changed the way we
communicate?
Social MediaSocial Media• What is social media?• How do you define it?• How do you describe it?• How have social media impacted
society?• Have social media been instrumental
in changing how we communicate?• Has that change been beneficial?
Impact of Online and Impact of Online and Digital Media on JournalismDigital Media on Journalism
Evolving landscapeJournalistic sphere
◦Bloggers◦Citizen journalists◦Tweeters
Mixed news media◦Multiple media platforms of
communication
Changing LandscapeChanging LandscapeWhat is journalism?
◦Have online media changed its definition?
Who is a journalist?◦Must have investigative skills?◦Must have research skills?◦Be able to write effectively?◦Be ethical?
Emerging Trends and Emerging Trends and Ethical ConsequencesEthical Consequences
Using online and social media as sources
Quoting posts and tweetsProblems with anonymity
◦Sources not identified Who is Catfish99?
◦Impartiality in question◦Irresponsible comments
Freedom of speech help or hindered?
Ethical ConsequencesEthical Consequences• Speed promotes errors• Going public before checking
accuracy• Cell phone images• YouTube videos• Facebook posts• Blogs
• Errors perpetuate themselves
NPR SuggestionsNPR SuggestionsBe careful and skepticalConsult social media team if your
media organization has oneFollow up offlineBe careful about using online
images◦When posted?◦Original work?◦Legal right to use?
NPR SuggestionsNPR Suggestions• Online sources need to be on-the-
record• Protect yourself• Consider legalities of your actions
Public Relations and Online Public Relations and Online MediaMedia• Marketing communications tool• Employee communications tool• Community communications tool• An array of new tactics and
possibilities• Digital media • Websites, YouTube channels, podcasts,
webcasts, blogs
• Social media• Instagram, Facebook, Twitter
Ethical Considerations in Ethical Considerations in Public RelationsPublic RelationsTruthfulness in Posts
◦ Substantiation of claims◦ Allowing real comments◦ Not deleting negative ones◦ Using posts for real commentary and
feedback
Viral Communities◦ Using fake chatters in chatroom
Violating Consumer Privacy
Ethical Considerations in Ethical Considerations in Public RelationsPublic RelationsPosting positive reviews or comments on
Yelp, Facebook, comment pages for your organization without full disclosure
Hiring ghost bloggers
Gifting bloggers without full disclosure
Using ghost Tweeters
Employing all of the above to spread negative information about competitors
How to Handle and Solve How to Handle and Solve Ethical DilemmasEthical Dilemmas• Be truthful• Stop all misleading and deceptive
practices• Reflect on all possible misuses• Follow professional codes of ethics• Society of Professional Journalists• Public Relations Society of America• Bloggers’ Code
• Ensure thoughtful, ethical practices and approaches
BibliographyBibliography• Some of the books and publications that were
used to create this module include New-New Media by Paul Levinson, Social Media and Public Relations: Eight New Practices for the PR Professional by Deirdre K. Breakenridge; The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly by David Meerman Scott; Critical Analysis of Blogging in Public Relations by M. Kent in Public Relations Review; Conversational Voice, Communicated Commitment, and Public Relations Outcomes in Interactive Online Communication by T. Kelleher in the Journal of Communication; and Social Media Use, Perceptions of Decision-making Power, and Public Relations Roles by M. Diga and T. Kelleher in Public Relations Review.