Communication Ethics

US National Communication Association

Credo for Ethical Communication:
Ethical communication is fundamental to responsible thinking, decision-
making and the development of relationships and communities within and across
contexts, cultures, channels and media.
Ethical communication:
Enhances human worth and dignity by fostering truthfulness, fairness,
responsibility, personal integrity and respect for self and others.
Unethical Communication
Unethical communication threatens the quality of all communication and
consequently the well-being of individuals and the society in which we live.
Four Ethical Principles of Communication
1. They advocate truthfulness, accuracy, honesty and reason as essential to the
integrity of communication.
2. Freedom of expression, diversity of perspective and tolerance of dissent to
achieve the informed and responsible decision-making fundamental to a civil
society
3. Condemn communication that degrades individuals and humanity through
distortion, intimidation, coercion and violence and through the expression of
intolerance and hatred.
4. Accept responsibility for the short and long-term consequences of our own
communication and expect the same of others.
Every time we communicate, we should consider the consequences of our actions.
 Why is it important to be ethical in communicating today?
 Is honesty still a virtue valued today? Why or why not?
 Can you give historical examples that show why hate speech is a problem?
 Why do people communicate in an ethical manner?
Communication and Globalization
Because of the advent of the internet, the world seems to be shrinking
continually. One can communicate internationally in a matter of seconds, whether
one is sending an e-mail, chatting on social media or sending a text message.
Given the increasingly shrinking world, one should know the difference
between the kind of English that we write and speak and the kind of Englishes
that exist outside the Philippines.
Culturally Sensitive and Bias-Free Language
Students, scholars, professionals and anyone wishing to maintain
harmonious communicative relations should be careful in using words and
phrases that do not discriminate against particular groups, whether in terms of
race, ethnicity, gender, social class, age and disability. The essential point is to
communicate in a way that is respectful of diversity.
General Principles to Follow when referring to different groups/categories:
1. Race and Ethnicity
2. Gender and Sexual Orientation
3. Social Class
4. Age
5. Disabilities
RACISM
 is a form of discrimination against a person or persons of a different race.
In general, it is best to avoid identifying people by race or ethnic group.
According to Kitty Locker and Donna Kienzler (2013) one should “refer to a group by the
term it prefers.”
Example:
“Native American” (politically correct term for indigenous peoples of
the Americas) instead of the label “Red Indian.”
“Okay, before we go any further, can I check those diplomas?
Because I would just like to make sure they are not from some med school
in the Philippines.”
– Susan Meyer (Teri Hatcher), Desperate Housewives
“Filipinos are servants or maids.”

Religious groups

GENDER AND SEXUAL ORIENTATION

SEXISM
Refers to the prejudice and discrimination based on sex and gender.
One should favor gender-neutral words and phrases
over gender-biased words.
“man-made” “manufactured”, “synthetic”, “artificial”
“layman’s terms”  ordinary terms

SEXISM
Neutral terms should also be chosen over words with “man”, “woman” in job titles.
“Chairman”  “Chairperson”
“Stewardess”  “Flight Attendant”
“Manpower”  “Labor”

TARGETS OF DISCRIMINATION
SOCIAL CLASS

SOCIAL CLASS
Class discrimination or classism is a form of prejudice against a person because of their
social class.
Classist terms – “attribute favorable traits to the wealthy and powerful” and “those in
poverty or near-poverty are similarly cast in a negative light.”

SOCIAL CLASS
“CONYO”
“Jologs”
“Jejemon”
“informal settlers” instead of “squatters”
AGEISM
Ageism is a form of discrimination against other people because of their age, or
assuming that older people are less physically, intellectually, or emotionally able than
other age groups.
AGEISM
When referring to a generic group, one should also ask their subjects what wordings
they prefer: Do they wish to be called “older persons” or “senior citizens”? Do they
prefer the label, “youths,” “teenagers,” or “young people”?

AGEISM
The American Psychological Association (APA), writers should be specific when
referring to males and females
“Women”  females 18 years or older, not “girls”
“Men”  males 18 years or older, not “boys”
The Elderly
DISABILITIES
Discrimination in this area often arises because of lack of understanding and
awareness.
When referring to people with disabilities, the focus should be on the person, not the
condition
Avoid hurtful expressions such as “retards” or “mentally retarded”
DISABILITIES
“people with vision impairments” instead of “the blind”
“people being treated for cancer” instead of “cancer patients”
“atypical” instead of “abnormal”
THE DISABLED
DISABILITIES
Example:
The blind student used a special keyboard during the exam.
The student, who is visually impaired, used a special keyboard during the exam.
To be an effective writer, one must not stereotype, demean, or exclude any member or
his/her audience. Such stereotypes and biases are barriers to communication.

PUBLIC SPEAKING
PUBLIC SPEAKING
Great speeches have moved nations to war and revolution; they inspire and move
people to act.
What people say and how they say it can get them elected in public office or create a
new movement in society.

PUBLIC SPEAKING
For the Greeks, public speaking was political in nature and the spoken word was
thought to be such an important skill that citizens were taught the art of rhetoric.

PUBLIC SPEAKING
is an important life skill, yet few people master it.
Great speeches have created hope in perilous situations and have made people change
their minds about the world and their places in it.
“Public speaking is public utterance, public issuance, of the man himself; therefore, the
first thing both in time and importance is that the man should be and think and feel
things that are worthy of being given forth.”
- Dale Carnegie and Joseph Berg Esenwein (2007)
A SHORT HISTORY OF PUBLIC SPEAKING
The Greeks studied the art of rhetoric on the Island of Sicily, and it began with a
practical need.
Their government had been overthrown, a new democracy was formed and Greek
courts were filled clashing property claims.

A SHORT HISTORY OF PUBLIC SPEAKING

The Greek teacher of rhetoric, Corax, and his student, Tisias, proceeded to help citizens
when it came to speaking persuasively in courts of law and this led to the expansion of
the teaching of rhetoric to mainland Greece.

A SHORT HISTORY OF PUBLIC SPEAKING

According to Corax, a basic speech has three parts:
Introduction
Evidence
Conclusion
A SHORT HISTORY OF PUBLIC SPEAKING
Protagoras
the Father of Debate
made his students argue for and against issues of the day to sharpen their reasoning
skills and appreciate different sides of an issue

A SHORT HISTORY OF PUBLIC SPEAKING

Aristotle
also known as the Father of Modern Communication
Aristotle wrote a treatise titled, “Rhetoric” where he discussed the use of logos (logical
argument), pathos (emotional argument) and ethos (the speaker’s character and
credibility) in the use of persuasive speaking.

A SHORT HISTORY OF PUBLIC SPEAKING

The most famous orator in Ancient Greece was Demosthenes. In the beginning, he had
many flaws when it came to public speaking, chief among them were his stammer and
weak voice.
Demosthenes practiced earnestly by “declaiming on the seashore with pebbles in his
mouth, walking up and downhill while reciting” and that his speeches were known for
their deliberation and forethought.
A SHORT HISTORY OF PUBLIC SPEAKING
The most famous Roman orator was Cicero whose eloquence was described as a
“resistless torrent.”
Cicero argued that the teaching of rhetoric should be considered an art form, and that
this could be useful in “all practical and public affairs.”
A SHORT HISTORY OF PUBLIC SPEAKING
Cicero believed that in order to prepare a speech, one should think first of one’s
listeners and their interests and to use certain strategies, such as using humor,
questions, etc. to engage the audience.

A SHORT HISTORY OF PUBLIC SPEAKING

The Roman lawyer and educator, Quintilian, also forwarded the idea that public
speakers should be ethical.
According to Morreale (2010), the ideal speaker was a “good man speaking well… a
good speaker is ethical and of high character, and speaking well meant being well-
informed and presenting the speech effectively.”

A SHORT HISTORY OF PUBLIC SPEAKING

During these times, women were not allowed to speak publicly in these countries and
for a long time, this was true for women in other areas of the world.

A SHORT HISTORY OF PUBLIC SPEAKING

However, during the pre-colonial times, the Philippines was one of the few places that
allowed women to speak in public for the purpose of presiding over religious rituals.
These women were known as the BABAYLAN, priestesses of the community, and along
with the warriors of the community, the MANDIRIGMA, they were the leaders of pre-
colonial Philippines.
A SHORT HISTORY OF PUBLIC SPEAKING
Although most of the babaylan were women, babaylan priests also existed, wearing
feminine clothing and adopting a feminized role in Philippine society.
A SHORT HISTORY OF PUBLIC SPEAKING
The Philippines has its own tradition of public speaking. It is called different words in
different regions in the Philippines.
Among the Tagalogs, the KARAGATAN is said to be a game wherein young men and
women duel with each other using words when it comes to talking about love.
A SHORT HISTORY OF PUBLIC SPEAKING
Huwego de Prenda – a game used to entertain guests and the bereaved family during
wakes.
During the American period, the more widely known BALAGTASAN was also staged, on
order to honor Francisco Balagtas, a well-known Filipino poet.
A SHORT HISTORY OF PUBLIC SPEAKING
Balagtasan – “like an ordinary debate, except that one has to reason and argue in
verse. Two master poets are assigned to defend the pros and cons of an issue, and a
board of judges sits to determine the winner.”
At first, the whole enterprise was scripted and staged, but thereafter, they were made in
a more impromptu manner.
A SHORT HISTORY OF PUBLIC SPEAKING
The Filipino public speaking tradition brings with it the flamboyant, poetic manner that
flourished under Spanish colonization and the simpler, methodical public speaking
traditions of the West.
BEST PRACTICES OF
PUBLIC SPEAKING
Introduction
Performance
Plan the Speech
Eye Contact
Speaking style
Hand Gestures
BEST PRACTICES OF
PUBLIC SPEAKING
7. Recording the Speech for Feedback
8. Peer Evaluation
9. Appearance
10. Clothing
11. Good grooming
12. Visual Aids
BEST PRACTICES OF
PUBLIC SPEAKING
13. PowerPoint presentations
14. Handouts
15. Feedback
16. Conclusion
BEST PRACTICES OF
PUBLIC SPEAKING
Introduction
Great speakers have been called hypnotic, magnetic and charismatic, and this is not
just because they have a compelling message, but because of the captivating manner
they deliver these speeches, as well.
BEST PRACTICES OF PUBLIC SPEAKING
2. Performance
Speeches are performances, and they are delivered best when they have the feel of
authenticity and earnestness. People respond when they think that the one speaking is
being honest and sincere, and they respond even more strongly when they feel that
they can relate to the speaker in question. A sense of humor helps break the ice, and
strategic shows of vulnerability and concern can make an audience feel closer to the
speaker.
BEST PRACTICES OF PUBLIC SPEAKING
3. Plan the Speech
It is best to choose one’s words carefully, and to ensure that one’s speech builds on the
foundations of logos, pathos, and ethos. To come across as articulate, one must also
nurture a speaking style that is effective, and this style varies from one person to
another.
BEST PRACTICES OF PUBLIC SPEAKING
4. Eye Contact
One way of coming across as authentic is the ability to make good eye contact with the
audience, and to speak in a manner that touches them. It is important to engage the
audience, and eye contact helps in doing that.

BEST PRACTICES OF PUBLIC SPEAKING

5. Speaking Style
Different people have different speaking styles, and one can only find one’s personal
style through constant practice. Some people seem to be more effective when they
come across as calm, trustworthy and reasonable and their hand gestures seem more
open and thoughtful.
BEST PRACTICES OF PUBLIC SPEAKING
6. Hand Gestures
Whatever kind of speaker one may be, it is always best to be more purposeful when it
comes to choosing hand gestures. Hand gestures can create as much of an impact as
the content of the speech itself. They must look smooth and natural, rather than robotic
or artificial. Hand gestures can be useful signposts in making a point, such as the usual
hand gestures of enumeration.
BEST PRACTICES OF PUBLIC SPEAKING
7. Recording the Speech for Feedback
One of the best practices in public speaking is to videotape speakers, and then have
these speakers watch themselves. It might surprise them that they use hand gestures or
mannerisms that distract from or lessen the impact of their speeches.
BEST PRACTICES OF PUBLIC SPEAKING
8. Peer Evaluation
Feedback from people is important, and this will be a great tool in improving one’s
speech and one’s speaking style in general. Observations can range from the speaker’s
posture, one’s facial expressions, and one’s general appearance. This can also be done
alone with the speaker rehearsing their speech in front of a mirror.
BEST PRACTICES OF PUBLIC SPEAKING
9. Appearance
When it comes to appearance, it is important to look credible and worthy of respect. In
the real world, this depends a lot on one’s audience, as the way one’s dresses should
match the kind of audience one wants to impress. Whether one’s audience are
corporate clients or creative directors, this should have an influence on the appearance
one presents.
BEST PRACTICES OF PUBLIC SPEAKING
10. Clothing
Traditional audiences often call for more formal clothing. For men, this would mean
donning a suit and tie at the most formal level, or at the very least, the use of long-
sleeved button down shirts, slacks and leather shoes. In the Philippines, the use of a
barong and slacks is acceptable. For women, a pantsuit or a formal coat and skirt
ensemble should suffice. In less formal instances, a dress or blouse and skirt (or slacks)
outfit should do as well.
BEST PRACTICES OF PUBLIC SPEAKING
10. Good Grooming
A good grooming is a must, and that extends to one’s hair to one’s nails. As long as one
looks neat and clean, that should be enough to satisfy most audience’s requirements.
It is always best to know the cultural expectations of the audience and the venue.
BEST PRACTICES OF PUBLIC SPEAKING
11. Visual Aids
Since we live in a world that is more dependent on information technology, it has
become necessary for audiences to expect speeches to be accompanied with visual
aids, such as PowerPoint presentations, video or audio clips and infographics. Any of
these are acceptable, and in most cases, commendable as long as they are relevant at
the topic at hand.
BEST PRACTICES OF PUBLIC SPEAKING
12. PowerPoint Presentations
One should ensure that the font size of the text is not too small. The best PowerPoint
presentations are not text-heavy; instead they are visually-oriented, which is why the
use of photographs, illustrations, charts and the like would better serve one’s use of the
medium. Video clips may or may not be embedded in the presentation, as well as audio
clips and animations.
BEST PRACTICES OF PUBLIC SPEAKING
12. PowerPoint Presentations
b) Six by six rule – slides should have more than six bullet points and each bullet point
should be no more than six words long.
c) A good rule of thumb is one slide for every two minutes. One should also rehearse
the speech while using the presentation, and check the infrastructure (such as the
room, laptop and projector) before the speech.
BEST PRACTICES OF PUBLIC SPEAKING
13. Handouts
It would be best to have handouts ready for one’s audience so that members of the
audience will not have to scramble when taking notes during the presentation. These
should be written succinctly and should have appropriate citations.

BEST PRACTICES OF PUBLIC SPEAKING

14. Feedback
Although the speech is a performance, it is also one where its audience can participate,
often by the speaker asking rhetorical or directing actual questions to the audience.
It is always good to read the verbal and non-verbal cues from the audience, such as
whether they agree with what one is saying or whether they are resisting to certain
ideas, mirrored by their use of body language.
BEST PRACTICES OF PUBLIC SPEAKING
15. Conclusion
In the end, public speaking is a dynamic performance that is meant to disseminate
information, create greater awareness and evoke emotions in the audience. It is utilized
by teachers, lawyers, politicians and the like.
Although it is a performance, the most important speeches in the world have had
material effects, such as the speeches of Abraham Lincoln, Susan B. Anthony and
Martin Luther King, Jr. and these still affect the world today, long after their speakers
have already been long gone.