6 Ethical considerations in Business communication

Ipshita Bansal

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1. Learning Outcome

 

By the end of this module the students will be able to understand the importance of setting ethical standards in business communication. characteristics of ethical communication. role of Management in ensuring ethical business communication.

 

2.Introduction

 

Ethics as a subject studies and proposes what is good or bad andwhat is right or wrong in thought speech and action.Communication,whether good or bad, effective or ineffective, verbal or nonverbal is value laden and has consequences.While communicating the ability to understand and differentiate between simple as well as complex messages, covert as well as overt messages is required for the effectiveness of communication. An organization aspiring to build goodwill in the market must ensure that communication inside the organization as well with the external stake holders of the company is ethical. The suppliers, buyers, financiers, all want to do business with companies which are perceived to be ethical leading in turn for the companies to enjoy competitive advantage.

 

The systems and structure for disseminating communication messages to employees, business associates as well as public at large should be so designed as to have checks and balances at various points to ensure organizational communications are ethical.

 

3. Practicing Business Ethics : A pre-requisite for ethical communication

 

Business Ethics deals with moral standards as they apply to business policies, institutions and individual behavior. To communicate the importance and standards of ethics in business communication to its employees, interventions have be designed and implemented to enable theemployees to understand what the business considers to be ethical practices. Employees engaging in ethical conduct and communication should be recognized and rewarded. Management in the organization must also clearly communicate to the employees the type of ethical standards that they must exhibit toward outside entities like customers, suppliers and other classes of people who interact with the business. Communication in this sense includes what they do and say, or fail to say or reveal to customers.

 

3.1 Ethics Policy

 

To maintain ethical standards every company should have a well drafted ethics policy detailing what type of ethical behavior is expected from the employees with respect to communicating with in the company as well as outside the company with various stake holders including customers through sales promotion activities, personal selling presentations and advertisement claims. Employees should be told that they should have honest communications, report ethical violations and be made aware of the consequences of unethical communications for the individual as well the company. This policy should be widely circulated in the company for knowledge of all.

 

3.2 Ethics Training

 

Since ethical standards are very subjective in nature, it is important that all the employees of the company are given adequate training with respect to the ethics policy of the company as well as desired behavior. People should be clearly made to understand specifically what type of actions and communication messages the company considers ethical and unethical. This can be done through conducting training programs making use of hypothetical scenarios, case studies as well as role plays. Through these techniques the employees may be asked to identify ethical and unethical behavior as shown in the role play or case study. In case of examples of unethical behavior employees may be asked to discuss how the situation /communication could have been handled more ethically. Such training should be provided to the employees at regular intervals.

 

3.3 Top Management Conduct

 

The most important way of maintaining ethical standards of action and communication in an organization is setting example by the top management through their own ethical conduct in verbal as well as non verbal form. Senior authorities should be visibly seen to be engaged in ethical communication with the employees as well as outside stake holders. Authorities should reinforce ethical behavior in subordinates with recognition and reward whilepunishing unethical behavior as a teaching tool for other employees.

 

4. Ethical Business Communication

 

     Communication is an important tool for business. Communications with employees, customers and vendors may involve product promotions, job offers, contract negotiations and discussions regarding the competition. Using such an important business tool requires a sense of responsibility on the part of the communicator to adhere to ethical guidelines.

 

4.1 Characteristics of Ethical Business Communication

 

Some of the important characteristics of ethical communication are discussed below.

 

4.1.1 Clarity of the message

 

The use of ambiguous words or the deliberate misrepresentation of the true situation of events in Business Communication is unethical. Some companies phrase their offers to customers in such a way that the customers do not realize there are hidden catches in the offer. For example a company mayoffer cash prizes on purchase of a product without letting the customer understand that the prize will be taxable, or that to accept the prize certain other terms and conditions will have to be met by the customer.

 

4.1.2 Honest and complete Information

 

Honesty is an important characteristics of ethical business communication. Whatever has to be communicated to the to the receiver of the message has to be fact based, truthful and complete without important omissions Many companies show misleading advertisements making tall claims about the effectiveness of the products which are generally not proven correct but prospective customers fall for such claims due to manipulative communication and slick presentation by the advertiser. Such communication may not involve absolute lies but may hide crucial and relevant information. This is not ethical communication. Unethical communication may lead to short term gains but damages the goodwill of the company in the long run. Ethical communication builds trust and goodwill for the company.

 

4.1.3    Communicating without offending the audience:

 

It is important that business communication should be encoded using such words and tone that the receiver of the message is not offended. For example, when the employees in a company have be asked to increase their efficiency the message should not be conveyed to them in athreatening mannerusing abusive language. In another instance during a meeting instead of saying “I don’t agree. Everything you said is wrong”, a more effective way will be, “ Please don’t take it otherwise but what you are saying is incorrect.”

 

4.1.4 Maintain a relationship with the audience:

 

While communicating with the audience it is important that the communicator is aware of the cultural background, value system and linguistics skills audience so a connection can be made between the two. In such a scenario the audience will be able to trust the communicator and will have faith that the communicator is thinking and acting in the best interest of the audience. For Example, for making sales presentation in a rural area a sales man having knowledge and understanding of that particular geographical area will be trusted more by the prospective customers and hence will be able to make lasting relationship with them.

4.1.5    Clearly defined value system:

 

Every organization should have a value system which is practiced in the organization from the top management levels to the lower ranks. If organizational members function on the mutually agreed upon values, mutual respect between them will be present. Values and standards of conduct become ethical principles for message content.

 

4.1.6  Accuracy of Information :

 

A message containing any information whether it is meant for internal employees or external stakeholders must be true and accurate. Communicating without checking the truth of the information can be highly dangerous for the organization. Identification of the source and testing the information is necessary before communicating it.

 

5. Ethical Dilemma

 

Many times in practical situations it happens that the communicator faces the dilemma whether to give complete information or withhold information, present the information as it is or change it a little so that the message receivers can be kept satisfied or encouraged to act in the way the communicator wants them to. In certain situations communicating with honesty might result in offending a person or a group.

 

5.1 Approaches to deal with Ethical Dilemma

 

5.1.1 Message ahead of the person – Common good approach

 

In such situations, importance should be given to the message to be communicated and not on the person or the group to which the message is to be communicated. Hence people should give priority to the common good of the organization rather than interpersonal or inter-group conflicts.

 

5.1.2    Decisions that produce more good and less harm – Utilitarian approach

 

   While being in ethical dilemma with respect to the content of the message, the sender of the message should consider the long term effects of the message on the receiver as well the organization or any of its units. Ethical decision regarding the message is to choose the alternative which provides more good and less harm to the people effected by the message as well the organization.

 

6.Violations of Ethical Communication

 

6.1 Legal Violations

 

While the concept of ethics generally relates to a person’s responsibility to communicate fairly, without bias and with respect to those affected by the communication, violations of ethics in communications can become legal violations. Breaching confidentiality or purposely communicating lies about a person or an organization, for example, can be considered a legal issue as well as an ethical issue. Legal violations ofcommunication,can result in sanctions by governing bodies or criminal ramifications.For example, stating that a competitor uses a substandard material in his product without verifying the information violates ethics and may result in legal consequences.

 

6.2 Truthfulness

 

Sometimes, an untruthful piece of communication is just an oversight. However, not checking facts is a violation of ethics, particularly when communicating information about a product, competitor, customer or employee, into the piece of communication. A lack of fact-checking shows a lack of responsibility to verify information that is being communicated. If the information might prove detrimental to the subject, the communicator has an obligation to make certain the information is accurate. Some examples of untruthful communication messages are selective misquoting or deliberately omitting damaging or unflattering comments to paint a better but incorrect picture of one self or one’s company . Misrepresenting, increasing or decreasing numbers, manipulating data, distorting visuals like making a product bigger, or skin fairer than what is etc

 

6.3 Confidentiality

 

Relaying information that was provided in confidence or that was overheard in someone else’s conversations is a violation of communication ethics. In addition, some breaches of confidentiality can also carry legal consequences. Many contracts are written with confidentiality clauses.

 

6.4 Offensive Messages

    Communication that is offensive to the receiver or to anyone affected by the information contained in the message violates ethical communication guidelines. The communication may offend others because of references to race, gender, income level, background or education level. Stories and jokes are prime examples of communication that have the potential to offend the recipients. Any topic to which others may be sensitive should be avoided in business communication, including religion and political issues, to avoid offending others and possibly committing a violation of communications ethics.

 

  1. Check list for Ethical Messages
  •   Is the message honest, accurate and truthful in content?
  •  Is it complete from the standpoint of what the receiver needs to know?
  •  Is the decision of what they need to know based on how it affects them?
  • Does it show concern and respect for them?
  •  Does the message pass the test of ethical values and code of conduct?
  •  Will the message be clearly understood and maintain goodwill?

 

Example of Unethical Message

Why the above message is unethical?

 

  1. The message does not start and end with a proper address to the receiver and uses commanding tone for a fellow manager, hence is likely to offend the receiver.
  2. The message lacks clarity and completeness as it does not disclose the purpose of the meeting as well as the reason for keeping the meeting at short notice.
  • The message only shows the self –interest of the sender as is denoted by the use of word ‘I’in the message.
  1. The message withholds crucial information related to the details of the documents required for preparation and conduct of the meeting.

Example of Ethical Message

Why the above message is ethical?

 

i.            The messagestarts and end with a proper address to the receiver and uses respectful and requesting tone for a fellow manager, hence is likely to result in compliance.

  1. The message is clear and complete as it clearly states the purpose of the meeting as well as the reason for keeping the meeting at short notice.
  • The message shows the mutual interest of the sender as well as the receiver as is denoted by the use of word ‘we’in the message.
  1. The message shares with the receiver, the crucial information related to the details of the documents required for preparation and conduct of the meeting.

Summary

 

Ethics has an important role to play in business communication and deals with the way in which ethical considerations are applied to business communications. Ethical communication strives for highest good for all involvedand provides information that is complete, transparent and accurate for the circumstance. Management has an important role to play in ensuring that business communication to all the stake holders of the business like employees, customers, vendors, society and government is ethical. This can be done through developing well defined ethics policy of the company, providing ethical communication training to its employees and engaging in ethical examples of conduct. The most important characteristics of ethical business communication are clarity of message, honest and complete information in communication, communicating without offending the audience, maintaining a relationship with the audience, clearly defined value system on which information is based and accurate information. It is advisable for organisations that while designing their communication messages they must conform to the ethical standards of International Association of Business Communicators.

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Learn More

  1. a) Interesting Fact  IABC Code of Ethics
  • The International Association of Business Communicators has developed a code of ethics for business communicationincluding the following:
  • Communicate with sensitivity to cultural values and beliefs; Act without deception and in accordance with the law;
  • Represent the organization truthfully, fairly and accurately. Enable mutual understanding and respect;
  • Express a single, consistent story for internal and external audiences.
  • Maintain confidentiality except when it would be legally or ethically inappropriate to do so Avoid promising unrealistic results or benefits to clients or customers
  • Practice honesty with both self and others.
  • Adhere to theIABC Code of Ethics for Professional Communicators.
  • Source: https://www.iabc.com/global-standard-2/

 

b) More Sources of Information

  1. Singh, Meenakshi Raman, Prakash (2006). Business communication (2. impression. ed.). [S.l.]: Oxford University Press. ISBN 0-19-567695-5.
  2. Rogin, Mary Ellen Guffey, Kathleen Rhodes, Patricia (2009). Business communication : process and product (3rd brief Canadian ed.). Toronto: Nelson Education. ISBN 978-0-17-650046-7.
  3. A. C. “Buddy” Krizan (2006). Business communication (7th ed.). Mason, OH: Thomson South-Western. ISBN 0-324-37485-2.
  4. Jethwaney, Jaishri (2010). Corporate communication : principles and practice. Oxford University Press. ISBN 0-19-806365-2.
  5. Ethicaldilemma. “http://www.scu.edu/ethics/practicing/decision/framework.html”. et hical dilemma
  6. Eadie, W.F. (2009). 21st Century Communication: A Reference Handbook.San Diego, CA. SAGE Publication Inc.
  7. Thompson, S.  About  ethical  communication  in  business.  Azcentral:  A  Gannett
  8. Company. http://yourbusiness.azcentral.com/ethical-communication-business-8553.html
  9. IABC code of ethics for professional communicators. (2014). http://www.iabc.com/about/code.htm
  10. I https://www.iabc.com/global-standard-2/ retrieved on 23/09/2015.