A communication manager is asked to use employee testimonials in a campaign. What ethical issue should be considered?

The primary ethical consideration when using employee testimonials is ensuring their authenticity and integrity. This involves verifying that the testimonials are from real employees, given voluntarily without coercion, factually accurate, and presented in a way that is not misleading to the audience. This principle upholds the core ethical values of honesty and transparency in organizational communication. Coercing employees, deceptively editing content, or fabricating stories to hide negative truths are all violations of this fundamental ethical standard. The overarching principle is to ensure genuine, voluntary, and accurate representation.

B. Editing to change meaning is a specific unethical act, but the broader ethical issue is ensuring accuracy and avoiding deception, which is covered in A.

C. Pressuring employees is a specific unethical act of coercion, but the broader principle is ensuring the testimonial is voluntary, as stated in A.

D. Hiding negative experiences with false stories is a specific unethical act of deception, but the core issue is ensuring testimonials are genuine and accurate.

1. Public Relations Society of America (PRSA). (2020). PRSA Code of Ethics. See provisions on "Honesty" and "Disclosure of Information," which mandate communicating accurate and truthful information and avoiding deceptive practices.

2. Bowen, S. A. (2007). Ethics and Public Relations. Institute for Public Relations. This paper discusses the ethical responsibility of ensuring truthfulness and avoiding deception in all communications, including testimonials. (See section on "Truthfulness").

3. Fitzpatrick, K., & Gauthier, C. (2001). Toward a Professional Responsibility Theory of Public Relations Ethics. Journal of Mass Media Ethics, 16(2-3), 193-212. https://doi.org/10.1080/08900523.2001.9679611 (Discusses the professional duty to be truthful and responsible to the public).