Grey Matters: Is Ethical Communication Still Relevant?

Social media seeks to engage dialogue between content creators and their audiences. As markets cast this wide net, they are bound to inevitably disseminate “erroneous or misleading information, [which] can cause irreparable harm.”

In comparison to traditional forms of communication, digital communication requires a more in-depth ethical conscience. Qualities like accessibility and advocacy are vital, as the digital realm grows by “enabling individuals and organizations with relatively modest resources to reach a global audience instantaneously.’

When communicating online, ethical issues are bound to arise, due to a failed understanding of consequences, duties, and rights. As “fake news’ permeates our media landscape, brands must be mindful of the legitimacy of their data, as “inaccurate information can be stored, reproduced, and redistributed unwittingly by recipients who assume the veracity of information.”

All and all, ‘‘key public members are not passive recipients of communication, but rather active and sometimes equal participants in communication.” Proactivity is essential when communicating and influencing your audience, and brands are called to bear in mind the importance of transparency and honesty, which must “reflect more people’s authentic first-hand personal experiences.”