Degrees of ethics: situations, problems and dilemmas

All ethical experiences are not the same. They all involve potential or actual harm or good. Some can be described as being ethical situations: there are conflicting points of view about what is right and what is wrong--but, there are fairly straight-forward ways of dealing with the situation--for example, just doing what's right. A public relations manager is given conflicting information from various members of management and asked to send out a press release on the matter. What's the right thing to do? Send out conflicting and potentially misleading information? Not send out the press release until the conflicting information is figured out? Question the accuracy of the information provided by management? This is an ethical situation: it could be handled unethically. But, most likely, the simple solution is to double-check the information, taking the time to do the job right the first time, and releasing only accurate information. Key to making good decisions about ethical situations is avoiding perceived time pressures. As the saying goes: if you have the time to do it over again, knowing you would do it over again to get it right; then, you have the time to do it right the first time. Ethical situations are handled best by someone stepping forward and taking the right action.

Ethical problems are more complex because there are two or more possible ethical solutions. The problem is taking the time and having the collective wisdom to determine the best possible solution for all the parties involved. For example, how best to communicate during a merger or acquisition. Hard decisions affecting many people will have to be made and communicated. Rumors will be rampant during these times. What are the best, most ethical ways to communicate? What should be communicated? Who should be communicated with first, second, third, etc.? Which medium or interpersonal channels should be used to communicate which types of information? Not easily answered questions. But, with care and concern for others--and the involvement of many good people--professional communicators can identify mutually beneficial ways to communicate during this difficult time. It's possible, when all is said and done, that all parties will be satisfied with the final outcome.

Ethical dilemmas are such that someone is going to be harmed not matter what is done. Ethical dilemmas are characterized by having to choose among undesirable alternatives, all of which, in some degree, generate harm or a lost opportunity for good. For example, communicating ethically during a crisis when genuine harm has been caused by an employers, client or sponsoring organization. No matter how it is communicated, the negative impact of the news cannot be avoided. Certainly, telling the truth is key. But, the degree to which the public is exposed to the harm that was done is a dilemma. For example, following a major explosion at a factory, enough information needs to be released so intelligent decisions can be made by public officials and others; but, at the same time, the privacy rights of employees who were hurt and others need to be protected; and, at the same time, innocent viewers, such a children, may need to be protected from horrible images. Ethical dilemmas have no easy solutions. Making the best choice about an ethical dilemma often means making those decisions that do the least amount of harm to the greatest number of people.