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.