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Criticality of Ethics in Persuasive Communication: Implications of Unethical Persuasive Communication

Criticality of Ethics in Persuasive Communication

Ethics are important in persuasive communication because they contribute to trust, respect, and accountability while also promoting fairness, social responsibility, and legal compliance. By prioritizing ethical principles in their communication practices, individuals and organizations can build stronger relationships, protect their reputation, and contribute positively to society.

Implications of Unethical Persuasive Communication

While persuasive communication by leaders can be powerful and influential, the following examples highlight the instances where it has been highly unethical:

1.    Propaganda and Manipulation: Leaders throughout history have used propaganda and manipulation to deceive and manipulate their followers for their own gain. For example, Nazi leader Adolf Hitler used persuasive communication techniques to spread hateful ideologies and manipulate public opinion, leading to widespread atrocities during World War II.

2.    False Promises and Misinformation: Some leaders have used persuasive communication to make false promises or spread misinformation. For instance, political leaders may promise unrealistic outcomes or exaggerate their accomplishments to win votes or support, even if they know these promises cannot be fulfilled. This can erode trust and credibility with the public.

3.    Manipulative Marketing Tactics: In the business world, leaders and marketers have sometimes employed manipulative tactics to persuade consumers to buy their products or services. This could include using false advertising, deceptive pricing strategies, or exploiting psychological vulnerabilities to encourage impulsive purchases.

4.    Coercion and Threats: Some leaders have used persuasive communication in coercive or threatening ways to control or intimidate others. For example, authoritarian leaders may use fear tactics or intimidation to suppress dissent and maintain power, undermining principles of freedom and democracy.

5.    Exploitative Persuasion: In cults or abusive relationships, leaders may use persuasive communication to exploit and manipulate their followers for their own benefit. This could involve isolating followers from their families and communities, controlling their behaviour and thoughts, and extracting financial or personal resources.

These examples highlight the dark side of persuasive communication when used unethically by leaders. It's important for leaders to use their influence responsibly, prioritizing honesty, integrity, and respect for others.

The TARES Test Five Principles for Ethical Persuasion (Sandra Baker and David Martinson)

The TARES Test comprising the following five principles provides a framework for evaluating the ethics of persuasive messages:

1. Truthfulness: The first principle of the TARES Test is truthfulness. Ethical persuasion should be based on truthful information that accurately represents the facts. Messages that distort or manipulate the truth for the sake of persuasion are considered unethical. It's important for communicators to be honest and transparent in their messaging to maintain credibility and trust with their audience.

2. Authenticity: Authenticity refers to the sincerity and genuineness of the persuader's intentions. Ethical persuasion involves being true to oneself and aligning one's actions with one's values and beliefs. Communicators should strive to maintain integrity and authenticity in their messaging, avoiding deception or manipulation for personal gain.

3. Respect: Respect is a fundamental principle of ethical persuasion that involves treating others with dignity, fairness, and empathy. Communicators should respect the autonomy and individuality of their audience, avoiding tactics that exploit vulnerabilities or manipulate emotions. Persuasion should be conducted in a manner that respects the rights, values, and boundaries of others.

4. Equity: Equity emphasizes the importance of fairness and justice in persuasion. Ethical communicators should strive to present balanced and unbiased information that allows the audience to make informed decisions. Messages that manipulate or exploit power imbalances are considered unethical. Persuasion should be conducted in a manner that respects the rights and interests of all parties involved.

5. Social Responsibility: Social responsibility encompasses the broader impact of persuasive messages on society as a whole. Ethical persuasion should consider the potential consequences and implications of the message on individuals, communities, and society at large. Communicators have a responsibility to promote the common good and contribute positively to public discourse.

By applying the TARES Test, communicators can evaluate the ethicality of their persuasive messages and ensure that they align with principles of truthfulness, authenticity, respect, equity, and social responsibility. This framework helps guide ethical decision-making in persuasive communication and promotes integrity, trust, and accountability in the media and advertising industries.

  Dr. Karminder Ghuman, Head of MBA Department, LM Thapar School of Management,          Thapar Institute of Engineering & Technology (Deemed to be University), Patiala

This blog is based on contents from the book: "The Art and Science of Effective and Impactful Business Communication for Managers" 

https://rb.gy/t1fnup

This book has a compilation of research-based proven tools and strategies to guide professionals regarding the following aspects of business, corporate, and managerial communication:

Employability Skills and Communication

  • Cover Letter and Resume Writing
  • Group Discussion (GD)
  • Personal Interview

Writing Skills

  • Business Writing Strategy
  • E-mail Etiquettes
  • Letter writing
  • Agenda and Minutes of Meeting
  • Office Memo, Notice, and Circular Writing
  • Business Report Writing
  • Writing a Compelling Press Release
  • Business Proposal Writing 

Organizational Communication

  • Bureaucratic Communication
  • Satisfying Customer Care
  • Intercultural Communication
  • Leveraging Grapevine Communication
  • Dealing with Ego, Power, and Organizational Politics
  • Dealing with Aggression or Negative Emotions of a Senior at Workplace
  • Communication Dilemmas at Workplace
  • Communicating in Diverse and Hybrid Organizational Environment

Managerial Communication

  • Delivering an Impactful Presentation
  • Probing and Confrontation Skills
  • Problem Solving: Creativity and Innovation – Role of Communication
  • Selling Skills
  • Effective Meetings
  • Conveying a Difficult Message
  • Negotiation Skills
  • Team Building, Group Communication and Inspiring Collaboration
  • Providing Feedback and Criticism
  • Conflict Management
  • Personality Type of Leaders/Managers and Communication Style
  • Communication Strategy and Decision-making Heuristics

Networking

  • Networking
  • Greetings, Introducing, and Rapport Building

Technology and Communication

  • Technology and Communication
  • Generative AI and Communication
  • Social Media Communication

Leadership Communication

  • Leadership Style and Communication
  • Communication Strategies for Corporate Leaders
  • Public Speaking
  • Persuasive, Confident and Decisive Communication
  • Increasing Productivity

Entrepreneurial Communication

  • Story Telling
  • Startup Pitching
  • Visual Content Creation: Blogs, Vlogs, Reels, Videos, Webinars, Tags, and Hashtags
  • Content Writing and Career Opportunities

Monitoring and Measuring: Effectiveness of Communication

  • Communication Audit: Monitoring and Measuring Effectiveness of Communication
Location: India

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