Thought leadership and the ethics of communications

For many professionals, the ongoing tasks of research, publication, public speaking, and other forms of knowledge sharing are part of the job. In industry parlance, people who do this are known as thought leaders, and their words can carry significant weight among clients, employees, the media, and the public at large.

In some cases, these opinions are deemed so important or captivating that a groundswell of opinion may follow. Policies may form around them and larger questions be decided based on points taken from industry communications or talks.

If the organization or individual in question has a public relations strategy—and chances are they do—this will likely be a happy result.

But we would suggest a pause now and again to consider the power of speech and the responsibility that comes with it. With the world practically living online, today’s information spreads faster than a California wildfire—and so does misinformation. If purported facts turn out to be unverified rumor or opinion, professional credibility suffers and worse trouble may follow, including legal imbroglios. Companies need to be sensitive to the accuracy and tone of information their professionals put forward, ensuring that thought leaders check facts, clearly identify opinion when it exists, strictly avoid any form of plagiarism, and adhere to the standards and ethics of the communications professions.

For example The Public Relations Society of America (PRSA) has a code of ethics that members must pledge to uphold. While this pledge applies specifically to its membership, by implication it also applies to the clients whom those members serve. Among the first points of the Society’s member pledge is the following statement: “To conduct myself professionally, with truth, accuracy, fairness, and responsibility to the public.”

Similarly, The Society of Professional Journalists (SPJ) takes a strong position on maintaining public trust, stating that journalists have a duty to seek truth and provide a “fair and comprehensive account of events and issues.” A major tenet of the SPJ’s code of ethics says journalists must “test the accuracy of information from all sources and exercise care to avoid inadvertent error.”

Thought-leading professionals are wise to uphold such ethics as they record their thoughts for publication and posterity. Professional communications are part of an essential strategy for many individuals and organizations. Yet as the number of participants and communication channels explodes, it is vital to maintain the highest standards of trust and integrity throughout a dynamic global conversation.