ABC Communication Ethics 3 — Questions and Answers
Question 1: A communicator is asked to write a ghostwritten op-ed for a CEO that contains opinions the communicator personally finds misleading. The best ethical response is to:
- Write it as directed since the CEO will sign it
- Raise concerns with the CEO and propose revisions to make it accurate (Correct answer)
- Publish it anonymously to distance themselves
- Refuse all ghostwriting assignments going forward
Correct answer: Raise concerns with the CEO and propose revisions to make it accurate
Even in ghostwriting, the communicator is ethically responsible for content accuracy and should raise concerns and seek revisions rather than passively comply.
Question 2: The ethical principle of 'fairness' in communication most directly requires communicators to:
- Give equal media time to all possible viewpoints on any issue
- Respect diverse perspectives and avoid practices that exploit or harm stakeholders (Correct answer)
- Always present both sides of an argument in every message
- Treat all audiences identically regardless of context
Correct answer: Respect diverse perspectives and avoid practices that exploit or harm stakeholders
Fairness means treating stakeholders with respect and avoiding exploitative practices, not necessarily requiring mechanical 'both-sides' presentation in every context.
Question 3: When an employee communicator learns that their company is about to announce layoffs, using that advance information to sell company stock would violate:
- Only the company's internal communication policy
- Insider trading laws and professional ethics standards simultaneously (Correct answer)
- The PRSA Code but not securities law
- No ethical standard since the information was obtained legitimately
Correct answer: Insider trading laws and professional ethics standards simultaneously
Using material non-public information for personal financial gain violates both securities law (insider trading) and professional ethics standards regarding conflicts of interest.
Question 4: A communicator is preparing materials for a community meeting about a proposed facility that will have environmental impacts. Ethics requires that the materials:
- Highlight only the economic benefits to maximize community support
- Provide balanced information including both benefits and potential impacts (Correct answer)
- Omit technical details to avoid confusing the audience
- Be framed entirely around the organization's preferred outcome
Correct answer: Provide balanced information including both benefits and potential impacts
Ethical communication with affected communities requires balanced, honest information that respects their right to make informed decisions about issues that affect them.
Question 5: Which scenario represents an appropriate use of persuasion rather than manipulation in business communication?
- Using fear appeals based on exaggerated statistics to drive action
- Presenting accurate evidence and sound reasoning to support a position (Correct answer)
- Exploiting cognitive biases by framing losses to create false urgency
- Withholding contradictory information to make the case appear stronger
Correct answer: Presenting accurate evidence and sound reasoning to support a position
Ethical persuasion relies on accurate evidence and sound reasoning, while manipulation exploits biases, exaggerates, or withholds relevant information.
Question 6: An agency communicator discovers that a competing firm is using fabricated testimonials in a campaign against their shared industry. The ethical obligation is to:
- Use similar tactics to compete on equal terms
- Report the unethical practice to relevant professional bodies and avoid participating (Correct answer)
- Ignore it as it does not directly involve their client
- Expose the competitor publicly before verifying the facts
Correct answer: Report the unethical practice to relevant professional bodies and avoid participating
Ethical professionals are obligated to report known violations of professional standards and must not engage in similar unethical practices regardless of competitive pressure.
Question 7: In the context of ABC exam preparation, 'ethical sensitivity' in communication primarily means:
- Being able to identify when ethical issues are present in communication situations (Correct answer)
- Avoiding all morally complex topics in organizational messaging
- Always deferring to legal counsel before making any communication decision
- Prioritizing emotional appeals over factual content
Correct answer: Being able to identify when ethical issues are present in communication situations
Ethical sensitivity is the foundational ability to recognize when and where ethical considerations are at stake in communication situations, enabling appropriate response.
ABC Communication Ethics 3
A communicator is asked to write a ghostwritten op-ed for a CEO that contains opinions the communicator personally finds misleading.
The best ethical response is to: