Southern Zambia Union Conference

COMMUNICATION DEPARTMENT
MEDIA WORKSHOP
TOPIC: PR ETHICS AND DILEMMA
By BRIAN HATYOKA
March 10, 2022
PRESENTATION OUTLINE ON
 Introduction to ethics and types of ethics
 PR Ethics and Ethical dilemma /difficulties
Theme: “Gospel Proclamation through Media”
 PRESENTER: Brian Hatyoka
(Times of Zambia Journalist & PR Specialist)
 Over 17 years of practicing Journalism in the media
(i.e. private and public) in Zambia and abroad
 Elder Responsible for Communication Department at
Libala SDA Church, Lusaka
 Publicity Secretary of Zambia Public Relations
Association (ZAPRA)
 Vice Chairperson of Lusaka Press Club
 Former president of Livingstone Press Club
 Member of Zambia Union of Journalists (ZUJ)
 Just completed a Master’s Degree in PR. Holds a
Bachelor's Degree in PR and a Diploma in Journalism
 Page 88, 2015 Edition of the
Church Manual)
 The Communication Department
promotes the use of a sound program
of Public Relations (PR) and all
contemporary communication
techniques, sustainable technologies,
and media in the promulgation of the
gospel.
 Duties of CHURCH COMMUNICATION
LEADERS (Page 88, 2015 Edition of the
Church Manual)
 The Communication Secretary should have:
 1. The ability to meet people
 2. Rightly represent the Church
 3. Sound judgment
 4. Good organisation
 5. Effective writing skills
 6. Willingness to carry out assignments.
Ethics are mainly about 2 and 3
 WHAT ARE ETHICS?
 Ethics refers to specific sets of principles,
standards and ideals embraced by individuals
or particular group or organisation.
 They focuses on how one decides what is right
or wrong, fair or unfair caring or uncaring, good
or bad, responsible or irresponsible.
 Ethics include Personal Ethics /Professional
Codes
 Clearly, we make ethical decisions every day
 Let’s give examples of Ethics we know
….personal or professional ones
 TYPES OF ETHICS (using COVID example)
 Deontology…Decisions taken are Duty-based.
Means justify the end. E.g. we have a duty to
give announcements on Sabbath on importance
of getting COVID a jab so that members get
vaccinated to mitigate severe sickness
 Teleology…Actions taken are Result-based.
End justify the means. e.g. vaccinated people
can share stories on how they survived COVID
 Relativistic …Actions taken Situational.
Depending on situations, we may act differently.
E.g. we may give people food/other items so
that they stay home to mitigate COVID
 PR ETHICS
 PR ethics are applied ethics which demand that our
communication should be forthright, accurate and
honest to maintain high-integrity relationships with
the media and other stakeholders.
 A Communication /PR Specialist must be honest
and trustworthy person for him or her to effectively
engage different stakeholders
 As a boundary spanner, this person should keep
confidential issues to himself/herself
 He or she should avoid lies and propaganda as part
of PR work.
 However, there are situations which are loaded with
ethical challenges/dilemma and implications
 AN EXAMPLE OF A PR ETHICAL DILEMMA
 What does a Church Communicator do when he or she
establishes that the reason why his Church has a dwindling
membership or reputation is because the leadership of that
Church (i.e. the Pastor, First Elder, Elders and entire Church
board) is involved in big financial scandals .
 Imagine the journalists have called you as a Church
Communicator to verify the said story. Do you honestly and
truthfully confirm the scandals to the media /public?
Remember the Reputation/Image of your Church is being
threatened and the matter is already in public domain.
 Imagine where the traditional media and social media
outlets are awash with the said scandals and you know deep
down in your heart that the scandals are true.
Groups Assignment…remember 3 theories as you answer
 PR Ethics versus Duties of CHURCH
COMMUNICATION LEADERS (Page 88,
2015 Church Manual)
 The Communication Secretary should have:
 1. The ability to meet people
 2. Rightly represent the Church
 3. Sound judgment
 4. Good organisation
 5. Effective writing skills
 6. Willingness to carry out assignments.
Ethics mainly demand the use of 2 and 3
End