Importance of Ethics in Communication: Analysis of Timely Communications’ Code

Introduction

Timely Communications was given the opportunity to organize the Nelson Mandela University annual national conference, where matters of the present are usually discussed. This year the conference’s theme and matter to be discussed is the COVID-19 pandemic that unexpectedly affected South Africa. South Africa was forced to enter a national lockdown even though the economy was not doing too well.

Timely Communications was given the portfolio two weeks prior to the date of the conference. It was decided that the conference would be hosted on June 1st, 2020.

All the important stakeholders of the university were invited, including the Health sector, Non-profit organizations, Non-government organizations as well as Government officials. Various media houses were also invited to broadcast the conference on assorted media channels.

In order to properly plan and execute the conference, it was necessary for Timely Communications to draw up an appropriate Code of Ethics. The Code of Ethics was drawn up to guide all staff, attendees, and stakeholders in order for us to operate in a professional and ethical manner.

Overview of PRISA Code of Conduct

In order to create a code of ethics for a Public Relations firm, it is important to have a look at the general ethics code for all PR firms designed by the Public Relations Institute of South Africa (PRISA). PRISA is the body that makes sure that all PR firms align with the code of ethics.
Thus, before designing our own, we should make sure to align our code with theirs as well. This is why we included content similar to theirs but still original and applicable to Timely Communications. It is important to note that Timely Communications did not plagiarize PRISA’S code of ethics.

Code of Ethics

Introduction to the Code of Ethics

Timely Communications is committed to ethical practices and professional conduct when planning and executing duties and responsibilities given to them. It is our duty to make sure that each client is treated with individuality and that all their requests are seen. We believe that ethical practices and professional conduct are essential in order to plan a successful event. (PRISA, 2004)

Purpose of the Ethical Code of Conduct

This Code of Conduct comprises a collection of principles of behavior that are expected during the COVID-19 National Conference. This Code of Conduct will ensure ethical behavior from all stakeholders, attendees, and staff of Timely Communications. This Code of Conduct sets down minimum expectations that will guide all attendees in terms of ethical and professional behavior. The Code of Conduct will be used during the two-week planning process as well as the day of the conference.

Who does this Code of Ethics apply?

The Ethical Code applies to all stakeholders of Nelson Mandela University, including the Health sector, NGOs/NPOs, government, and media. This Code of Conduct also applies to all attendees of the COVID-19 National Conference and the staff of Timely Communications.
Investopedia describes a stakeholder as a party that has an interest in a company and can either affect or be affected by the business. (Chen, 2020)

Human rights and civil liberties

Human rights and civil liberties are important parts of the code of ethics as it helps the organization succumb to the laws of the country. This part of the code of ethics protects the organization from law cases in a way that if the organization adheres to this code of ethics, then there would not be a reason to have a law case.

In light of the above, Timely Communications pledges to:

• To acknowledge all human rights and aims to conduct themselves in accordance with the Human Rights set out by the law of South Africa.
• To accord itself with freedom of expression, democracy, and care for the environment.
• To express its rejection of the use of child labor and forced labor.
• To promise to act in accordance with all South African laws in terms of humanities and business ventures.

Employer and client conduct

The employer and/or client of the organization basically form the organization. Without a client and/or employer, the organization cannot succeed. Thus, it is important to include the employer and/or clients in the code of ethics.

Timely Communications pledges, in terms of conduct towards employers and clients, to:

• To never disclose important information of employers and/or clients for marketing purposes. We pledge to safeguard all information that our clients disclose with us.
• To never represent a company that is seen as wrongful in the public eye.
• To always be honest and clear with our clients and/or employers, as honesty and integrity fall under the traits that we value.
• To never mislead our clients and/or employers with information advertised, and if in the event that this happens, we will be held accountable and do our best to please the client and/or employer.
• To never accept payment in cash or kind (aside from the deposit) unless our clients are incredibly pleased with the outcome of our project. 

Environmental protection

As the world pays more attention to the environment, it is important that the organization pledges protect the environment as well. Timely Communications is a company that is environmentally friendly and aims to protect the environment at all costs. This will help our initiative to go green.

Timely Communications pledges to:

• To perform all activities in terms of minimizing the impact on the environment.
• To never harm the environment intentionally or unintentionally.
• To always raise awareness about the environmental impact through campaigns.
• To recycle all materials that are in accordance with the Reuse, Reduce, and Recycle campaign.

Conduct with regard to colleagues

In order to conduct a successful event and business, it is important for the organization to establish a good organizational culture and structure with its employees. Employees of the organization help the company grow and can determine the success or failure of the organization.

Timely Communications pledges to:

• To protect all employees against injustice practices.
• To never intentionally affect, in the negative aspect, the reputation of individuals employed at Timely Communications.
• To act in accordance with the Broad-Based Black Economic Empowerment Act.
• To act in accordance with the Employment Equity Act.
• To act immediately if any employee of Timely Communications breaches the contents of this code.

Governmental conduct

There is a list of business which aligns itself with the government and works relatively closely. In this case, it is important to add the treatment of government officials to the code of ethics. The government forms part of the important party as they can bring the organization to great lengths and affect the company’s reputation and image.

We pledge to:

• To respect the Constitution of South Africa at all times.
• To respect all government officials at all times.

Use of resources and media

For any event or organization to be a success, it needs to be remembered. The media helps with the popularity of any business. It is important to value and respect the media and make use of all media channels.

Timely Communications pledges to:

• To provide resources and media to our clients and/or employers.
• To ensure that all resources and media are used responsibly.
• To ensure that all resources and media do not form part of the piracy section of the internet.
• To provide well-established resources and media to our clients and/or employers.
• To ensure that resources and media suit the profession of each client and/or employer.
• Treat all clients and/or employers equally in terms of providing resources and media. 

Internal controls and anti-corruption

For a business to be successful, it is important to take a stance against corruption. Being involved in corruption can quickly bring the business down. Any part of the organization can easily be captured for corruption, but it is important to have internal controls in place to prevent this.

Timely Communications pledges to:

• To avoid getting involved with corrupt acts.
• To never intentionally or unintentionally take part in corruption.
• To instill measurements and controls in the business to ensure that corruption is never made use of.
• To brief each employee of Timely Communications regarding our stance against corruption of any form.
• To control all records part of Timely Communications.
• To instill information transparency between employers and employees.
• To ensure that all assets of the business are recorded in a proper manner and do not support corruption.
• To ensure that financial reporting is recorded annually to help our anti-corruption policy.
• To protect the data of personal staff, employees, and employers of Timely Communications.
• To Never accept gifts in cash or kind for personal favors that might fall into the corrupted category.
• To never accept bribery and to prevent money laundering. 

COVID-19 controls

Due to the unforeseen Corona Virus pandemic, it is important to take the necessary measures to ensure the safety and security of all attendees. It is essential for all attendees to wear a mask during the conference. Participants who would like to attend but are unable to do so will be able to tune in to our live recording via our social media platforms. Remember that social distancing is also essential in terms of safety and security.
Do not greet each other with physical contact but rather use the elbow greeting or simply just wave. On behalf of Timely Communications and Nelson Mandela University, it is our duty to ensure enough space is available for all attendees to maintain social distancing. Therefore, we will be setting up transparent screens between seats so that attendees are able to see one another but with limited contact.

Corporate image and reputation

For a company to be successful, it needs to have a good corporate image and reputation. If a company is viewed in a bad light, then it will not receive any support from the general public and therefore fail.
Timely Communications pledges to:

To protect our corporate image and the image of all our clients and/or employers.

• To do our best to protect the reputation of our business.
• To admit to mistakes that affect our reputation.
• To never lie when it comes to our corporate image and reputation.
• To maintain the corporate image and reputation of Timely Communications in all professional events and activities. (Group, 2011)
• To handle the media with care when it comes to reputation management or crisis management.
• To be committed to the values of Timely Communications.

Relations with Stakeholders

Stakeholders are one of the most important parts of a company. Stakeholders invest in the company and aim to see the company grow to the best of its ability. In this light, it is evident that the code of ethics needs to include a section referring to relations with stakeholders.
Timely Communications pledges to:

• To always maintain communication with stakeholders in all types of events.
• To value and respect stakeholders of Timely Communications.
• To treat the stakeholders of the company/business that we are employed at with the same value and respect that we have for our stakeholders.
• To run our business on respect, trust, information, and experience. 
• To offer quality service to all stakeholders.
• To protect the relations with stakeholders at all costs.
• To respect and protect the personal data of all stakeholders.
• To never be prejudiced towards stakeholders.
• To make decisions that will influence the stakeholders and business positively.
• To provide accurate information to all stakeholders of Timely Communications.

14 Reports of breaches

All employees of Timely Communications must report any breaches of the Code of Ethics to their respective line managers. The line manager must then inform the Human Resources department of Timely Communications about the reports of breaches. The Human Resources department of Timely Communications will then deal with the situation as they are qualified to do so. It is important to note that the identity of the person who breached the Code of Ethics will be kept confidential. This will help them to be treated fairly if they are to continue working at Timely Communications.

Any stakeholder of Timely Communications who breaches the contents of this Code of Ethics will be dealt with personally and professionally. A fine or ban will be put in place, but their identity will be kept anonymous. Timely Communications will not take any bribery from stakeholders, and all stakeholders will be treated equally in this case. In all cases, a thorough investigation will be done to determine the falsehood or truthfulness of the matter.

Report on how the Code of Ethics was used

On June 1st, 2020, the annual Nelson Mandela University conference was held. The conference brought together practitioners and specialists for a critical examination of the aftermath of the COVID-19 impact on South Africa’s economy. The conference combined short presentations by eloquent speakers with discussion sessions on the challenges that South Africa grappled with.

The objectives of this conference were:

• To discuss the current economic status of South Africa.
• To discuss the impact of the COVID-19 lockdown on South Africans and the economy itself.
• To discuss a way forward for all small, medium, and large businesses as well as individuals of South Africa.
• To find a solution for the greatly affected areas and find light at the end of the tunnel.

The organizers of the conference were Timely Communications and Nelson Mandela University. The venue of the event was the auditorium on North Campus, and we received 50 attendees, including government officials, members from the Health sector as well as various non-profit and non-governmental organizations. Participants who were unable to attend watched the live recording on our social media platforms and were even able to pose their questions which were answered on the online platform. The reason for the live recording was that Timely Communications took into consideration those people who still were not confident enough to step outside or attend events after the COVID-19 lockdown that South Africa was forced into. The event was proudly sponsored by the Department of Education.

The one-day conference comprised four plenary sessions, with 2-3 speakers per session. Each speaker was given 15 minutes to speak, and a 5 to 10-minute session was allowed for questions after.

The conference was structured to foster a discussion between participants and attendees. This was achieved by small group debates, panel discussions, and full group discussions with given questions. The conference allocated a 1-hour lunch and two 30-minute tea breaks to allow participants to rest and ponder the discussions.

The weeks leading up to the event meant a lot of planning on behalf of Timely Communications; this was no ordinary event and, frankly, something different from what we normally do. The reason for this was that the event included many more necessary measures put in place than any other event ever! We had to make sure that the necessary signs were put up to remind attendees to wear masks, maintain social distancing as well as use hand sanitizer. On that note, Timely Communications had to ensure that enough hand sanitizer was made available for attendees to use. We even included mini hand sanitizers packaged for them to take home.

Timely Communications always valued the phrase “it’s better to be safe than sorry”; therefore, we conducted lab tests on each attendee to confirm that they tested negative for the Corona Virus. We were able to do this by properly planning and making this our top priority; attendees had to RSVP ahead of time so that we could conduct the necessary tests. Timely Communications also ensured that all equipment used on site was properly sanitized before the use of the next person. This was all very time-consuming but also necessary to ensure the safety and security of all attendees.
Timely Communications is proud to announce that the annual Nelson Mandela University conference, with the theme being COVID-19 discussion this year, was a huge success. All attendees adhered to the rules and acted properly and professionally. We ensured that the Code of Ethics was made known to all attendees and participants of the conference. We did this by briefing them shortly before the official conference started, as well as including the Code of Ethics on all advertising campaigns and platforms. Timely Communications emphasized the safety and security of all individuals in attendance.
After putting in all our efforts, we are glad that such a challenging opportunity was successful.

Conclusion

It is important to note that one of the steps in ensuring that any Public Relations based event is a success a Code of Ethics/Conduct is essential. The Code of Ethics not only highlights important stipulations for the event but also ensures that each individual who attends the event acts professionally and responsibly and adheres to the rules. The Code of Ethics is there to guide the event planner and help with the planning, execution, and aftermath of the event. It is necessary to edit the Code of Ethics for each event as the majority of the events require the same basic rules, but some rules are specific to a particular event, such as our COVID-19 conference.

With regard to the Nelson Mandela University Annual Conference, it was important to ensure that each individual in attendance maintained social distancing and wore a mask. We also made sure that hand sanitizer was made available for the use of all attendees. All of these precautions ensured the safety of all attendees and staff of Timely Communications. These precautions were also put in place as a symbol of the level 5 lockdown that all South Africans had to endure. It is better to be safe than sorry.

References:

1. PRISA. (2004). PRISA Code of Conduct. Public Relations Institute of South Africa. 

2. Chen, J. (2020). Stakeholder Definition. Investopedia. 

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