Authors: Ifeanyi M. Nwokeocha1, Esther G. Ntegwung2, Uwem A. Akpan3, & Umoh J. Umoh4 and George N. Brown5
Abstract
This study delves into the complex relationship between ethics and public relations practice in the age of digital media. This is aimed at determining the ethical issues that confront public relations practitioners in the midst of the rapidly evolving digital environment and establishing the impact of digital media on ethical practice of public relations. Specifically, the study raised two research objectives. They were to: discover the ethical dilemmas faced by PR professionals in the era of digital media; and examine the impact of digital media on the decision-making process of PR professionals when confronted with ethical challenges. Utilising qualitative methods founded on Focus Group Discussions (FGD), the research sampled twelve seasoned public relations practitioners working in numerous firms in Awka, Anambra State. Among the observations, the research reveals that the practitioners are faced with the threats of privacy, transparency, and general misrepresentation threats, which result in rapid turnaround responses to the extent of compromising professional standards for convenience. Furthermore, the research identifies a massive shortage of ethical literacy among PR professionals, i.e., most of them are poorly endowed with competences to meet the digital communication environment ethically. The implications of the study are deep-seated; it demands increased emphasis on learning ethics in public relations programmes and good ethical codes development to guide practitioners in the digital era. Finally, prioritizing ethical communication is essential in building public trust and making sure that public relations as a practice remains progressive as a trusted and accountable profession in the digital age.
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