The Value of Ethics in Fast-Paced Communication
Ethical communication isn’t just a checkbox; it’s the foundation of trust. Companies today are expected to respond quickly, but speed doesn’t excuse error. For a company like ABC Athletics, staying transparent, fair, and clear isn’t just ethical, it’s smart business.
Whether it’s a product launch or a tweet during a live sports event, every message should reflect core values. When I worked on campaigns or built brand identities, I always asked: “Does this reflect who we are? Could this be misunderstood?” That pause matters. It’s the difference between building credibility or causing confusion. A great example is Patagonia; they communicate with purpose and clarity, even when taking bold social stances. They earn respect because they don’t compromise their ethics to stay trendy.
The reality is, once trust is broken, it’s hard to rebuild. Ethics must be baked into the process and not added after the fact. As Baran (2023) explains, ethical communicators must consider both truth and impact especially when messages are delivered through mass media and digital platforms (p. 25).
Empathy and Compassion Create Real Connection
One thing I’ve learned from years of working with people is this: empathy transforms everything. Messages don’t land the same way for everyone. What excites one person might turn away another. That’s why ABC Athletics needs to craft every message with empathy and compassion at the core.
We’re not just pushing out content, we’re building relationships. People want to feel seen and respected. That requires using general visuals, human-centered language, and messaging that reflects the lived experiences of a diverse audience. Research shows that empathetic advertising increases consumer trust, especially among multicultural and global audiences (Crespo & del Bosque, 2020).
This ties directly to the convergence model of communication, which emphasizes shared meaning through recurring feedback (Rogers & Kincaid, 1981). Without empathy, there’s no shared meaning, there is only noise.
Learning from Unethical Communication Mistakes
The best way to prevent mistakes is to study the ones already made. In 2023, Bud Light made headlines after working with a transgender influencer, then backpedaling when backlash hit. The issue wasn’t the partnership, it was the conflicting, vague response that followed. They divided everyone by not taking a stand. The message became muddy, and it cost them.
Another recent example is X (formerly Twitter). After content moderation policies were rolled back, hate speech surged and advertisers pulled out. Without ethical safeguards, the platform lost public trust (Dwoskin, 2023). These examples show what happens when ethical standards are not built into the communication process.
To avoid similar pitfalls, ABC Athletics should implement three key strategies:
- Establish a Written Code of Ethics for Communication: This would outline the company’s values around honesty, inclusivity, and cultural sensitivity.
- Create a Rapid Response Protocol: This ensures that when issues arise, there is a clear, ethical process to guide how the company responds across platforms.
- Regular Ethics Training: Team members must learn to recognize implicit bias, avoid stereotyping, and understand the social impact of their messaging.
Ethical communication isn’t just about avoiding damage, instead it’s about how brands lead with purpose and earn lasting loyalty.
References
Baran, S. J. (2023). *Introduction to mass communication: Media literacy and culture* (12th ed.). McGraw Hill Education.
Crespo, Á. H., & del Bosque, I. R. (2020). The impact of empathetic advertising on brand credibility and purchase intention. *Journal of Business Research, 112*, 387–395. https://doi.org/10.1016/j.jbusres.2019.10.036
Dwoskin, E. (2023, August 3). Hate speech on Twitter surged after Musk’s takeover, researchers find. *The Washington Post*. https://www.washingtonpost.com/technology/2023/08/03/twitter-x-hate-speech-research/
Rogers, E. M., & Kincaid, D. L. (1981). *Communication networks: Toward a new paradigm for research*. Free Press.
