As we face off the biggest pandemic in today’s modern memory, which is literally doctored and engineered in China, the fact is millions of lives are lost and life world is facing a chaos and disruption. Global economy is gone for a toss as never before. This pandemic is above all human crisis that calls for camaraderie. It has taught the world many lessons and one such lesson is about business ethics which starts with ethical communication.   

The importance of ethical communications has never been clearer. Much of the debate around media ethics in recent years has focused on far-reaching questions why business is important. The global COVID-19 pandemic has pushed ethical considerations back to the basics. Concerns about governmental transparency and corporate responsibility have become a fresh urgency. The implications are more immediate and those working in the media, now more than ever, have a responsibility for their role in shaping public debate.

As businesses go about their work, managers must continue to ask themselves whether it is their responsibility to communicate as they are. 

Businesses have a challenge on their hands. In an atmosphere of financial uncertainty, they have difficult decisions, first to make and then to communicate. They will have to consider both internal and external stakeholders. They must address concerns about safety and hygiene. They must clarify what they are doing in terms of business continuation and protocol. Before they get into the nitty-gritty of messaging, outreach and marketing spend, they must consider the ethical dimension of what they do.

With the global coronavirus outburst, business world is now grappling with ethical communication demanded by their consumers. The big brands of world are increasingly being tested for their moral backbone. Alert and observant consumers are refusing to support companies who are not honest in keeping their promises and are turning a blind eye to the complaints of customers. The Covid 19 pandemic has harnessed the power of social media like never before; customers are able to hold organizations directly and evidently accountable.

Prior to the pandemic, a paradigm shift towards digitization of the economy was already underway. The current scenario has accelerated the paradigm, as evidenced by the marked shift in spending towards digital businesses. As customers are already facing autonomy due to the virus, no longer they are willing to allow brands stay silent. They have a platform and a stronger network to discuss their issues.

The major principles governing communications, the correct and incorrect aspects of the same, the moral and immoral dimensions relevant to the communication are called ethics of communication. In other words, communication ethics is the notion that human beings are governed by morals which essentially affects communication. Simply any kind of moral good present in communication of any form is generally termed as communication ethics. It is important that whatever we communicate should be guided by certain ethical principles.

Amazon has been a crowned winner during the Covid crisis because its sales have soared due to the shutting of bricks-and-mortar shops and malls. It’s also interesting to note that its share price has risen by more than a third in the past few months. And, yet Amazon has been bitterly criticized although the most serious accusations are made against it the US and France rather than the UK. In France all Amazon warehouses were temporarily closed after a huge row about worker safety. In the US Amazon experienced lot of workers quitting due to over warehouse safety and conditions. Many of its workers pledged to stay home in protest because Amazon has failed to provide face masks, and has refused to pay sick leave (the US is one of the few wealthy countries in which companies are not required to), is not allowing workers proper time to wash their hands, and that too many people are working at once to allow for proper social distancing. The fight intensified after Amazon fired four workers who had publicly criticized safety measures. In progressive countries such as Us, UK and France customers gauge the behavior of companies. 

Even in India in a survey conducted by EY Earnest & Young presents response in favor of ethical communication. For example, at the onset of COVID-19 in India, an MNC promised its employees that the organization would retain all its employees during the hardship period but later started firing endless numbers of employees’ right from the lowest to the topmost rung of the ladder. This is a clear breach of trust and faith, no one who is still with the organization will ever trust the employer come what may. Any organization which breaches trust of any of its stakeholders, finds it difficult to get back the trust. Another survey conducted by Deloitte reports that employees do not need a perfect company but just want transparency and truthfulness more than anything else.

Ethical communication always helps organization in admitting openly that they fell short of their goals, they have committed some mistakes, which in long run lead to huge improvements and positive changes for the future which help to garner support from all stakeholders.

It is so important to acknowledge that clients cannot be cheated in the present problematic times; it is better to inform them the truth only. One of the news items in Miami News Times reported that a popular cruise line recently misled its guests about COVID-19 by having sales staff tell them the only thing they needed to worry about for their upcoming cruise was bringing enough sunscreen. The cruise line ignored the pandemic and the associated safety measures which the clients are worried about. Most of the customers who had booked for the cruise did not appreciate the irresponsible behavior of the cruise liner staff, and they decided to drop out of the cruise. Their response is a perfect example of what not to do during such difficult times. This response caused a media storm that generated negative press for the cruise line.

In acknowledging the current times, organizations can establish and build trust and confidence with others that can have a long-lasting impact. Avoiding the truth is bad practice for any business and providing relevant updates won’t cause a panic. When the state of the world returns to normal, individuals will remember how businesses responded to the pandemic and during this time of need.

The pandemic that has taken over our daily lives, businesses and society at large are forcing us to rethink how we react during times of crisis. Practicing empathy in statements, newsletters, social media announcements and other avenues of communication can help establish rapport with customers. It shows that businesses care. However, having empathy goes beyond a written statement.  It must be practiced in action. While many businesses choose to address COVID-19 solely online, on social media or with e-newsletters, it has been observed that organizations that pitch clients for stories on how to stay afloat throughout this pandemic, are appreciated the most. For instance, offering a client spokesperson for TV news segments to provide expert insight or resourceful information on what they are doing to stay in business can set an example for similar companies.

Conclusion: In a sea of statements, social media announcements and email newsletters, making presence felt is difficult. This is where sincere and realistic communication matters.

Kiran Jonnalagadda cleared his inter college course after five attempts. And by the time he did it, his friends had completed their engineering course. For Kiran, his journey had just begun. This examination-shy boy’s name now features in the team that developed the Human Protein Reference Database by John Hopkins University. The five attempts to clear the pre university examinations did not dither Kiran’s spirit. We will find many Kirans in this mad, mad academic world.

Academic competence and intelligence are very complicated to measure the scope of a student’s aptitude. But the fact remains that we need some formal system to check the grasp of a student in a subject. We need divisions between ability levels and the amount of experience and knowledge students actually possess, otherwise students will be in environments unsuited to them and won’t be able to learn appropriately. There is no other way to divide them than by testing them in a fair and impartial manner. Exams are required from this point of view only and yes, they require clear and measurable guidelines. These guidelines must change to suit the environment. When guidelines are neither clear nor reckonable, students are deceived to believe their incapability. Do examinations test student’s innate abilities and potential? Or are we largely testing their test-taking ability, confidence and doggedness?

John Glenn, Astronaut emerged during the tense space race of the 1950s and 1960s. He was one man who represented the face of the Americans attempting to beat the Soviets into space and, ultimately, to the moon. John Glenn became a war hero and one of the most famous astronauts in history, despite being college dropout. Glenn attended Muskingum College, where he studied science, but when the Japanese bombed Pearl Harbor he dropped out in order to fight in World War II. The world never saw Glenn’s academic progress sheet.

Do we accurately test students? They answer, give information or question intelligently what they are best at and what they are happiest with through the lectures in the classroom; teachers give them feedback during and after classes. Quarterly or monthly the parents/guardians of those students will receive report cards, showing which subjects their son/daughter is best at, and which they need the most help with. It will also be noted which subject classes are that child’s favorite. Parents and students must also be able to suggest ways in which their classes could be made better, so long as the suggestions are sensible, reasonable and that they contribute to the learning environment in such a way that the students learn more and at no cost to student-teacher and student-student relationships. If some students present more information than the teacher, how many teachers would like it? And, how many students appreciate their bright peers?

Intellectual exploration is hindered due to constant efforts of students towards mastering guess work, rote learning, memorizing the so called ‘standard’ methods of answering recurring  questions that were originally set to test a student’s response to untried problems.

What our examination system does is – it encourages practicing past papers in the anticipation of mastering tests and not the subject. Tests do not encourage the search of knowledge as much as the pursuit of great grades. Education should free the mind not restrict it to guidelines that are not transparent. Let us get this rightly; subjective or qualitative papers with essay questions are not as easy to measure as mathematics or other quantitative papers. It requires entirely different yardsticks to assess them.

Regular examinations result in students working toward exams and exams only. They do not work in order to learn or to seek knowledge. Students learn just to get rid of those examinations. It becomes knowledge for the sake of passing the class, receiving an A or B grade. That’s about it. Whilst coursework may easily be cheated on, it is absurd to suggest that the only other way of testing a student’s abilities and knowledge is through examination.

Debates, discussions, case studies with active class participation are one of the most effective ways of learning and retaining information. When teachers motivate students to give their opinions and views, the students gain a deeper insight into their own arguments on a topic and the class benefits from listening to these views. It also gives them a glimpse to compare their views to their peers. Through this, they can amend their own opinions or form new ones. Class participation is a necessary requirement seeing as how even if one person refuses to engage in the discussion, their own ideas are never put to the test of both the peers and their teacher, and so receive no benefit for their own beliefs, and the class also receives no benefit from that particular student. Full class participation is an absolute requirement for refining the pedagogy.

Examinations should be conducted only annually, not more than that. If there are inconsistencies between one’s examination and one’s school work, then this must be investigated thoroughly.

I often think why school dropouts do better than the regular school goers – I suppose this happens because the dropouts have no ready plan, they don’t have a degree or a guaranteed job to fall back on. So they need to push themselves harder. A dropout therefore starts earlier.
A dropout faces harsh realities; he leaps forward with fears, doubts and worries and faces life head-on. For a dropout every day is an exam. Albert Einstein the man behind E=MC2; the man who came up with the theory of relativity; and the man who won a Nobel prize—was in fact a high school dropout. He attempted to get into university, but initially failed the entrance exams.

Lastly, we give undue importance to grades and examinations though they can’t determine if someone is intelligent or not. Grades aren’t everything. If someone has scored good grades, it still could mean that the person is dumb at many other things in life. Some youngsters score low, but are good at many a things and are practical people. So either way Grades can’t determine everything. If you cheat on something for instance you get a good grade but it could still mean you’re not that smart because you cheated. School exams only test mugging up skills and competitive exams test for advanced skills which you are hardly taught anywhere. And, exam results don’t determine success in life.

 White lie is not dangerous, in sense it doesn’t harm anybody; it’s a trivial lie, especially the one told to avoid hurting someone’s feelings. The average person tells 4 lies a day or 1460 a year; a total of 87,600 by the age of 60. Isn’t that scaring? These can be white lies, big lies, and serious ones spoken to cheat, to please, to get favor anything. And, we ignore the amount of energy we waste on lying. Think of it. Cooking up stories for reaching late for a function, to office, to school, college; complimenting somebody’s dress even if it doesn’t suit the person; praising somebody when you don’t want to….the list is unending.

We think that relations last only if we don’t always say exactly what we’re thinking. We have to disguise our feelings, to trick, to smile sometimes when we want to shout, to be polite when we want to punch. In short, we keep lying. I think people who find themselves most deceived by the lies of lovers are the ones who have the most unrealistic and impractical expectations about truthfulness. And the people who are most inclined to believe the lies they shouldn’t, are the ones who tell themselves the biggest lies….

When we say the truth or talk factually it does not require us to remember anything; it requires no further work on our part. When we tell the truth, we don’t need to keep a track of it. On the other hand, lies need to be protected. And, the truth is lies beget other lies. Wisdom says once you stop telling lies the universe starts believing you. The universal energy starts caring for you because every word out of your mouth is truth.

But, we live in a society that conditions us to lie by telling us that in many situations lies are justified. The secretary tell visitors that “boss is busy” when in fact he is yapping with a friend on phone; the firms exaggerate the qualities of their products; job applicants fake their SWOT analysis; doctors give false diagnosis to their patients for heftier bills; lawyers lie in the court blatantly to save wrongdoers in society. And, governments promises new hope to its citizens while continually deceiving them. Leonard Saxe, a PhD and a polygraph expert and professor of psychology at Brandeis University, says, “Lying has long been a part of everyday life. We couldn’t get through the day without being deceptive.” Polygraph is a machine designed to detect and record changes in physiological characteristics, such as a person’s pulse and breathing rates, used especially as a lie detector.

Check this out: while talking to a close friend, how many of us tell only our part of a story? Do we even once bother to tell the other side of the story? Don’t we rephrase the conversations we had with third parties? Do we even think once what impressions we might create about the third persons in our friend’s mind? Basically, while lying so many things, don’t we manipulate our friend to say what we want to hear? And isn’t it foolish when we control a response by shading the truth, inadvertently we create an alternate, a false reality between us and another person.

We talk lies in many ways; by omitting facts, by exaggerating, lying to protect self, gossip, or sometimes lying for the sake of it.

People tend to exaggerate to hide their insecurities about themselves. By exaggeration, a person may try to preserve a certain image of him for the sake of seeking approval from others. However, when you exaggerate or don’t represent yourself honestly, you are left feeling like a fraud, which further hurts your self-esteem. When people exaggerate their skills, their talent, contacts, qualifications, happiness, reputation, it only leads them in deep trouble because their actions fail to match their words. It’s difficult to hide results; it may be a broken promise, a missed meeting or poor performance. Exaggerating reckons a person’s dishonesty.

We all have an inner critic in us who coaches us to say things which we don’t intend to. This inner coach makes us apprehensive. This critic often damages things instead of setting them right. It makes us vulnerable. It makes us downplay our role for trivial things. It makes us act sometimes rude, sometimes generous, and sometimes overtly friendly. It drives us away from our real goals. Keeping the little ghost (our inner coach) in check is necessary.

When people gossip they are full of white lies, serious lies, big lies, foul lies, and gossip has no limits. We don’t really think when we gossip and it’s everywhere. In every household, office, gym, school, college, coffee house – go anywhere somebody or the else is busy gossiping. We don’t realize that gossip breeds pessimism and distrust. It destroys goodness in the world. Why can’t people communicate directly? Gossip is infectious.

“Three things cannot be long hidden: the sun, the moon, and the truth” this has its origins in an actual Buddha quote. You can take chances on the people you care about by being a lot more honest and direct with them. You can find healthy and considerate ways to express yourself and to be sensitive to the other person’s sense of reality. The truth may not always be easy to hear or said, but in the long run it might save elegance and serenity. And, you will earn a lot more trust and respect from the people whose opinion matters to you the most. Finally, this world may not be perfect, nor is the truth always easy to take, but you can find peace and freedom if you take a chance and create a world around you that is real.