The Ethical Use of Online and Social Media as a Communicative Tool: Challenges for Journalists and Public Relations Professionals Emma L. Daugherty, APR, Ph.D. Professor Department of Journalism & Mass Communication California State University, Long Beach

Learning Objectives To 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 Objectives To 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 Outcomes Students 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 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 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 Digital Media on Journalism Evolving landscape Journalistic sphere ◦ Bloggers ◦ Citizen journalists ◦ Tweeters Mixed news media ◦ Multiple media platforms of communication

Changing Landscape What 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 Ethical Consequences Using online and social media as sources Quoting posts and tweets Problems with anonymity ◦ Sources not identified  Who is Catfish99? ◦ Impartiality in question ◦ Irresponsible comments Freedom of speech help or hindered?

Ethical Consequences Speed promotes errors Going public before checking accuracy Cell phone images YouTube videos Facebook posts Blogs Errors perpetuate themselves

NPR Suggestions Be careful and skeptical Consult social media team if your media organization has one Follow up offline Be careful about using online images ◦ When posted? ◦ Original work? ◦ Legal right to use?

NPR Suggestions Online sources need to be on-the-record Protect yourself Consider legalities of your actions

Public Relations and Online Media 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 Public Relations Truthfulness 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 Public Relations Posting 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 Ethical 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

Bibliography 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.