The readings this week focused on the ethics of Public Relations research. In the text it talked about how to conduct ethical research, what to do ethically once the data was collected, and how to present it in an accurate manner. It talked about adhering to a strict code of ethics and protecting your reputation as a researcher as well as the opinions and feelings of your subject.
Interestingly enough, I found an article that was a guideline and code of ethics for coaches when dealing with their players, representing their organization and handling the media. Sports Public Relations being the focus of my blog, I thought there wasn't a better article to use for this weeks post.
The article, entitled "Code of Ethics and Conduct for Sports Coaches" used 10 major headlines while explaining the ethics of sports. For each of those 10 examples, I could easily relate an aspect of research proving that a core set of ethics can be applied to just about anything.
First, the article talked about humanity in sports and how coaches need to treat players with respect and respect them no matter what their background, religion, sexual orientation, or political views may be. When conducting research for Public Relations, the researcher must respect their subject. In many cases, a subject may be sharing a deep secret or personal feeling, and the subject needs to be treated like a person and not mocked. Along with that, in both sports and research, it is important to establish relationships. The coaches need to protect their players, their reputation, the members of the organization. A researcher needs to protect the subject and the data being collected. Both areas need to have definite boundaries and guidelines and a certain level of trust needs to be obtained on both levels.
Another aspect of sports which is extremely important in research is commitment. Players need to be committed to the coaches, and coaches to the players, and both to the fans, but a researcher needs to be committed the the experiment and the subject. On the other hand, the subject needs to be committeed to the project and give the information they signed up to give. On the same level, cooperation is key to success. Both the subjects of an experiment, or the players of the team need to cooperate with the rules set forth by the higher power. If the guidelines are followed there is a lesser chance of error in both scenarios.
Integrity is an important quality for any individual to posses. It allows for honestly and pride. In terms of coaching and conducting research, one must be sure that they are leading in the fairest way possible. They need to make sure everything they do is appropriate and within their rights as leaders. By respecting these rules and being honest, the players and subjects will gain more respect and ultimately more trust leading to a much better outcome. Going along with honesty, it is important for research, especially, to keep all information confidential. A coach or researcher cannot do anything to abuse their power, and all private matters must be kept within. It is unethical to share data or personal views with the public when the subject expects privacy, and personal matters should be kept between coach and player.
Lastly, safety is a must. At all times coaches and researches are responsible for those underneath them. They are responsible for their personal safety and the safety of their feelings and information. By ensuring that the coach or researcher is there for them, the participants are more likely to feel safe and share more information or put in more effort.
For all these situations it is unethical to do the opposite. Coaches and researchers alike must remember respect is most important. It is unethical to say one thing and do another. I never realized that research could relate to such a vast array of topics, but after reading this article I realized that there is, in a sense, a generalized code of ethics which can be easily applied to almost any aspect of life. In sports PR it is imperative that the team, player, coach or organization is always put in the best light possible, however, should a crisis arise, it is only ethical to explain the situation right away, abide but the privacy and code of ethics, and do the best you can to properly restore an image without any further damage.
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