Answers for Ethical Marketers
A Guide to Good Practice in Business Communication
With recent changes in technology, media, and the communication landscape, the journey to ethics has become more complicated than ever before. This book aims to answer ethical questions, from applying ethics and sound judgment through your organization and communication channels to taking your ethics and values into every media interview. With the understanding of how personal and professional ethics align, business leaders, managers, and students will maneuver their way around this new landscape showcasing their values in ethical conduct.
This book is divided into eight important areas based on where and why a breakdown in ethical behavior is likely to occur, and delivers advice from experts on the frontlines of business communications who know what it means to face the inherent changes and challenges in this field. With more than 80 questions and answers focused on guiding marketing, PR and business professionals, readers will uncover situations where ethics are challenged, and their values will be tested.
This straightforward Q&A guidebook is for professionals who realize ethics are a crucial part of decision-making in their communications and who want to maintain trust with the public and their positive brand reputations in business. Readers will receive answers to pressing ethical questions to help them apply best practice guidelines and good judgment in their own situations, based on the stories, theories, and practical instruction from the author’s 30 years of experience as well as the thought leaders featured in this book.
Table of Contents
Acknowledgements; Author Biography; Foreword; Introduction The Journey to Ethics: A Personal Choice & Professional Practice; Chapter 1 Learning the Essentials & the Overarching Ethical Lessons; Chapter 2 Applying Ethics Through All of Your Media Channels; Chapter 3 Using Your Ethics in Cause Marketing; Chapter 4 Taking Ethics to Media Interviews and Appearances; Chapter 5 Filtering Ethics Through Your Organization; Chapter 6 Learning Ethics from a Mentor; Chapter 7 Being a Leader Means Being an Ethical Role Model; Chapter 8 Embracing the Ethical Lessons
Deirdre K. Breakenridge is an author, entrepreneur and CEO at Pure Performance Communications. As a 30-year veteran in PR, marketing, and branding, she has worked with senior leaders at Fortune 500 companies.
"Trust is the most important asset for any professional. In a world where some cut corners and try to game the system, this is a book about how to win by playing the long game and doing it right. You'll emerge a better marketer and a better leader."
- Dorie Clark, author of Reinventing You and executive education faculty, Duke University Fuqua School of Business
"Filled with pragmatic examples and experienced insights, Answers for Ethical Marketers, is a valuable guidebook to navigate ethical challenges in the business world. This book offers students, educators, and business communicators thought provoking questions and critical perspective to assist them in decision making and empower them to advocate for ethical decision making."
- Valerie Simon, Principal, Rise Consulting
"If you are looking for a one-stop-shopping resource for the inevitable ethical challenges that we, as communication professionals, will face, Answers for Ethical Marketers is the answer. Deirdre Breakenridge has a remarkable ability to peel back the layers of the "onion" and present clear, concise advice and information that is relevant, realistic, and ready to use."
- Kirk Hazlett, APR, Fellow PRSA, Director/Ethics Officer, PRSA Tampa Bay
"All around the world, the importance of bold leadership is abundantly clear. For anyone expecting to win today and tomorrow, it is essential to understand the stakes, make wise decisions, and act intelligently. In this book, readers gain access to the hard-earned expertise of a highly accomplished business leader and her extensive professional network... all aligned to improve the world, one decision at a time."
- Roger Darnell, Author, Communications Consultant, Publisher, and Speaker