Ethics and Professionalisation -
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Michaela O'Brien from the University of Westminster - Ethics and professionalisation - Is professionalisation - the NGO-isation of social change - at the heart of its problems?
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Ethics and Professionalisation -
- 1. Ethics and professionalisation - an Ignite talk Michaela O’Brien University of Westminster http://westminster.ac.uk/MACampaigning @michaelao
- 2. “The institutionalization associated with professionalization is already evident through the disproportionate recruitment of middle-class activists and the fear of ‘social movement bureaucrats, more interested in forwarding their own organizations and careers than in the welfare of their own constituencies’ ” Jacquie L’Etang (2015)
- 3. Disparate range of campaign communicators & campaigning organisations
- 4. What makes a profession? 1. Commitment to social values e.g. health or justice 2. Clear entry route - education / criteria / qualifications 3. Body of knowledge (and best practice) 4. Professional bodies 5. Codes of conduct - commitment to ethical practice Adapted from Fawkes, J (2017), Public relations professionalism and ethics in Tench, R, and Yeomans, L (eds) Exploring Public Relations, Global Strategic Communication, 4th ed Pearson pages 248-265
- 5. Benefits of professionalisation Legitimacy = access Best practice is captured and shared Professional planning > better outcomes Status inside organisations (cf fundraising etc) Ethical and responsible practice
- 6. Drawbacks of professionalisation Can limit access to campaigning Best practice can stifle new approaches and innovation Can exclude those most affected by issues from the discussion Ethical practice – who decides what that looks like?
- 7. Tackling ethical dilemmas Parsons (2008)
- 8. For more information Pieczka M and L'Etang J: PR and the Question of Professionalism in L'Etang J and Pieczka M (2006) Public Relations: Critical debates and contemporary practice, Lawrence Erlbaum pp 265-279 Tench and Yeomans (2013) 3rd edition Exploring PR FT /Prentice Hall, chapter 12 Professionalism and ethics pp 217 229— available as an e-book Parsons, P. (2008) Ethics in PR WANGO codes of ethics http://www.wango.org/codeofethics.aspx and IPRA Code of Conduct https://www.ipra.org/member-services/code-of-conduct/ UN Women ethics on campaigning against gendered violence: http://www.endvawnow.org/en/articles/1163-adhering-to-ethics-in-campaigning-.html and look at the websites of the NCVO, Charity Comms, the Sheila McKechnie Foundation and the Institute of Communications Ethics http://www.communicationethics.net/home/index.php
Editor's Notes
- Professional: “A person who does something with a high level of competence, commitment or expertise.” “That has or displays the skill, knowledge, experience, standards, or expertise of a professional; competent, efficient.” “[Person] that engages in a specified occupation or activity for money or as a means of earning a living, rather than as a pastime. Contrasted with amateur.” – Oxford English Dictionary 2014
- “When they go low, we go high” (Michelle Obama, 2016): responding to fake news and a post-truth environment telling other countries / cultures what to do offensive but attention grabbing adverts / videos (Barnados, PETA) mobilising customers to boycott companies your own supply chain (Fawcett Society) accepting funding from any donor Nudge campaigns (manipulation or health education?) NVDA - Drawing the line between acceptable and unacceptable big data and privacy What do you think needs to be covered in a code of conduct for campaigners and campaign communicators? how legitimate to lobby and campaign in other countries - moral dilemma bringbackourgirls greenpeace and India - secret report Extent of engagement and mobilization – ok to mobilize consumers to boycott? Or picket? Could UK Uncut activists and Age Concern agree on that? What would you include? Values? Principles? Scenarios? 2015/16 need to add in summary slide about ends / means / situational ethics