Practice ethics in communication

Ethics in communication has two facets, according to our friend Max Weber: that of conviction and the one at Responsibility Law. The two go hand in hand.

The ethics of conviction requires that we be convinced of the subject we are talking about and that it be supported by strong values. The theme of sustainable development, is the example, of the moment and par excellence, which demonstrates the devastating effects of excessive communication without authentic and justified conviction.

As for the second, the ethics of responsibility, it goes without saying. It is a question of answering for the consequences of his acts in communication. It requires building a discourse legitimized by lived values, confirmed by actions and all consistent with the company, its business, its history, its identity. Thus, build our speeches by proof: the commitment displayed for sustainable development, concretized by irrefutable facts.
With this in mind, our clearly stated position can sometimes lead us to some dilemmas.

The drum roll does not guarantee the quality of the message, nor of its reception.

As communicators, we are caught between several "contracts":

  • with the general management, which gives us the task of carrying its message;
  • with the targets of the company, to whom we try to develop a promise;
  • with employees, for whom we are downward but also upward voice spokespersons;

It is sometimes impossible to express the message of management as it would like ... A company cannot claim to be a patron overnight with great drum rolls. A truncated, manipulative discourse, combining superlatives and brimming with over-promises, includes the risk of losing our legitimacy, our credibility, whether it is vis-à-vis our customers, employees or investors. To establish lasting relationships with our various stakeholders, we will have to respect the contract entered into with each of them and resolve, on a daily basis, the tensions generated by the forces involved.

We come back to our friend Max Weber: if the communicator does not have an ethical position, if he is not convinced of his subject, responsible for his words and if he is not aware of the system of interrelationships in which it is part, it runs the risk of losing itself in the sometimes very opposite expectations of its targets and of damaging their confidence and their ability to listen. So, practice communicator ethics!

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