ETHICAL CONSIDERATIONS IN DIGITAL PR

 Considerations of the ethics in digital PR activities are significant for the companies to manage the overall brand image in the global market. Maintaining transparency in sponsored content can be effective for companies to improve PR ethics in an effective manner. The discussion on ethical considerations reflects the activities that public relations experts include to improve ethical situations during PR activities. However, companies also face ethical challenges due to privacy concerns, transparency in sponsored content and combating misinformation online during the conduction of PR activities. The ethical challenges impact on the overall brand image and awareness of the companies in front of global customers.

 Privacy concerns and transparency in sponsored content 

                                   

Figure 1: data breaches worldwide

(Source: Statista, 2024)

Privacy concerns can be an ethical challenge that the public relations experts can face during PR activities in a proper way. In view of Chatterjee et al., (2021,618), data breach is a significant concern for PR experts to improve the digital content on the platforms. The information helps to imply that data breach creates difficulties for PR experts to include accurate information in the PR journals properly. Lack of effective information systems in the workplace creates difficulties for the PR experts to enhance the customer engagement process through PR activities. For instance, data breaches exposed more than eight million records worldwide in the year 2023 (Statista, 2024). The statistical data provides insight on the effects of the data breaches on the making of PR activities by the experts to target the specific audiences towards the brands properly.  Similarly, unavailability of transparency in sponsored content brings ethical issues for the PR experts to maintain ethics in front of consumers as it results poorly in the brand image. Thus, it can be suggested that the ethical issues need to be mitigated by the PR experts in terms of enhancing the quality of the contents appropriately.

Combating misinformation online refers to another prominent ethical challenge that PR activists face during the promotion of products and services properly. Misinformation in the PR articles creates difficulties for the companies to maintain brand image and visibility in front of global customers. The identification of false information during the digital press release can be challenging for the PR experts to maintain an effective ethical guideline in an extensive manner.  Therefore, it can be elaborated that the inclusion of misinformation in the digital press release impacts on the brand image and awareness in the global market severely.

The discussion concludes the fact that a PR expert needs to maintain ethics during the making of digital press releases to enhance brand image and value in the cosmopolitan market. Data breaches and cyber threats can impact on the ethical guidelines of PR experts during the engagement of audiences in the social media platforms.  Similarly, lack of transparency with the clients can also bring ethical obstacles for the PR experts during the promotion of brands online. 


 

References

Chatterjee, S., Chaudhuri, R. and Vrontis, D., (2021). Examining the global retail apocalypse during the COVID-19 pandemic using strategic omnichannel management: A consumers’ data privacy and data security perspective. Journal of Strategic Marketing, 29(7), pp.617-632. https://www.researchgate.net/profile/Demetris-Vrontis/publication/353060149_Examining_the_global_retail_apocalypse_during_the_COVID-19_pandemic_using_strategic_omnichannel_management_a_consumers%27_data_privacy_and_data_security_perspective/links/61e95f0bdafcdb25fd3c5adf/Examining-the-global-retail-apocalypse-during-the-COVID-19-pandemic-using-strategic-omnichannel-management-a-consumers-data-privacy-and-data-security-perspective.pdf

Statista, (2024). Global number of breached user accounts Q1 2020-Q4 2023. Available from: https://www.statista.com/statistics/1307426/number-of-data-breaches-worldwide/[Accessed 7th May 2024]

 

 

 

 

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