Integrating Social and Environmental Sustainability in Professional Practice - Essay Example

Reflective Pieces on Business and Society [Name] [Professor Name] [Course] [Date] Table of Contents Table of Contents 1 Reflective Pieces on Business and Society 3 Personal Ethics 3 Integrating Social and environmental sustainability in Professional practice 5 Significance if cultural understanding in promoting professional development 8 References 11 Reflective Pieces on Business and Society Personal Ethics Ethics generally refers to a system of moral principles. It affects how individuals in a society make decisions and live their lives. In my opinion, it is synonymous to moral principles since it is concerned with what is good for people and the society. Ordinarily, ethics covers a number of dilemmas including how individuals should live a good life, the language of what is right, wrong and the responsibilities of individuals concerning moral decisions on what is right or wrong. Some theorists have showed that the concepts of ethics are derived from cultures, philosophies and religions (Bradley 2002). Although this is true, it is critical that ethics should not be confused with certain behaviours or tendencies that should only adhere to legal, religious or social principles or standards. On critical observation, the assumption is indeed correct since ethics tends to be concerned about how people should relate in the society or the workplace. I therefore summarise ethics are individual and group principles guiding what is right and wrong. The concept of ethics is indeed acceptable and applicable at various degrees in the human and business relations. At workplace scenarios, ethics is acceptable in all forms of business conducts that guide how individual employees should behave and interrelate, and how the organization should conduct itself in its relationship with the public and stakeholders. These two sets of ethics are termed as personal and professional ethics in that order. Personal ethics is more concerned about the moral principles that an individual is able to identify with in regards to the circumstances that face his life. Conversely, professional ethics refers to a set of moral principles that an individual or the organization has to adhere to in regards to the operation of the business (Succi 2008). On reflection, I tend to think that the definition of ethics is greatly based on the idea that morality of ethics is made up of principles that notify individuals, the organization and the society about what is right and what is wrong. This belief is ascertained by controversies surrounding ethics as merely misrepresentation of what ethics embodies and what it indeed has to offer from a more balanced perspective. In my view for instance, the most important rationale for ethics is based on the conception that individuals cannot automatically decide what is beneficial or detriment to their personal lives. In this case, it should be observed that ethics is primarily an ability to make or fail to make a choice depending on the forecasted consequences or benefits (Leichty 2003). Life is full of scenarios where one has to make or fail to make the right decisions. This can indeed be referred as ethical dilemmas. On reflection for example, I have always resented taking or giving bribes. However, at one time I had to make a choice depending on the forecasted consequences or benefits. While driving home one evening, I received a phone call from my mother informing me that that my aunt who had earlier been diagnosed with type II diabetes had suffered stroke and she needed to be rushed to the hospital. In my area of residence, the response rate of ambulances has been wanting particularly on Sundays. Knowing this was a matter or life and death, I jammed on the gas pedal, driving at 120km/h. I had estimated that at that speed, I would be home in less than ten minutes. However, I was stopped by a police by the side walk. Rather than taking the risk of being arrested for over-speeding and my aunt dying from the stroke, I was tempted to give a bribe. Indeed, my personal ethics were challenged. I however, decided to apologise and to explain to the police officer about my aunt. The consequence is that I was delayed by the office and after 30 minutes, I was booked for over-speeding. When I finally arrived home, my aunt’s condition had worsened. Conclusion In sum, ethics is to a great extent based on the idea that morality is made up of principles that alert individuals, the organization and the society about what is right and what is wrong. This belief is ascertained by controversies surrounding ethics as merely misrepresentation of what ethics embodies and what it indeed has to offer from a more balanced perspective. Therefore, the most important rationale for ethics is based on the conception that individuals cannot automatically decide what is beneficial or detriment to their personal lives. Ethics is therefore primarily an ability to make or fail to make a choice depending on the forecasted consequences or benefits. Integrating Social and environmental sustainability in Professional practice My career of choice is in the public relations, specifically marketing communications. The set of standards and principles governing good practice in public relations include; principles guiding environmental claims and endorsements, professional conflict of interests, misinterpretation of organizations and brands and respect to intellectual property. Basically, these principles aim at guiding the day to day functioning of public relations officers in their work environment. In my opinion, they are aimed at imposing sense of responsibility, honesty and objectivity. Based on this interpretation, it is clear that the concept of social and environmental sustainability fits well within the public relations career field (Succi 2008). On analysis of the careers workbook, the set of career values that are either “important” or “extremely” important include: performing work that has the potential to improve the work of others (contribution values). Second is the responsibility to build relationships, make decisions, seek information and influence others (management values). Third is working in environments that highly regard cultural values (diversity values). Fourth, have regular contact with members of the society. Fifth, support environmental protection and improve the environment (environmentalism values) and lastly, work in places where ethical practices are highly regarded, discussed and acted upon (Ethics values). With regard to management and contribution values, public relations emphasizes on the use of strategic communication to reach and influence the behaviour of the public. A key objective of public relations is to garner or acquire publicity. Further, the profession works to promote the images of business or clients by integrating marketing, psychology and media relations. For instance, in selling the image of Samsung and its products to the public, a public relations firm works to convince and persuade the public that Samsung is a caring partner and its products are user-friendly and eco-friendly (Smith 2012; Hoggarth and Griggs 2009). In cases of crisis communication, the public relations professional are engaged to help Samsung through a seriously bad news days. Such crisis could occur in instances when Samsun is accused of corporate crime. A case in point is when the company was accused of employing under-age children in Singapore. Media reports had also indicated that the company was involved in various malpractices such as underpaying its workers and mistreating the workers. At this juncture, the public relations professionals emerged to defend the image of the company by refuting the claims (Smith 2012). With regard to environmentalism values, public relations have also endeavored to reduce environmental pollution at the workplace. For instance, at the workplace, transformation to paperless office has been enhanced. Most workplaces for PR companies are integrated with the latest computer technologies to aid in communication. Concerning maintaining public contact, public relations personnel aim at promoting regular contact between the businesses and the public. For instance, Samsung’s image has been promoted through advertisement of its electronic products to ensure that the company’s customer base is increased (Gupta and Barlett 2007). Public relations field has also been instrumental in promoting business-human interactions through regular and consistent communication through the social media. For instance, in promoting interactions of Samsung with the public, the public relations maintains, manages and updates the company’s social networking sites such as Facebook and Twitter. In my view therefore, it is clear that the concept of social and environmental sustainability greatly applies to professionals in public relations. Conclusion Compliance with values social and environmental sustainability ensures that a profession has the least negative implications on the society. In public relations, the concept of social and environmental sustainability is felt significantly in the area of promoting management and contribution values. For instance, the whole idea of public relations is instrumental in promoting business-human interactions through regular and consistent communication through the social media. In any case, the main objective is to garner or acquire publicity. Significance if cultural understanding in promoting professional development Professionalism implies that an individual has to make a commitment towards a trade of specialisation. In my opinion, for one to be regarded as a professional, he has to show commitment to a set of values that are acceptable in a profession. Profession is considered as a considerably distinct occupation characterised by a set of cultural values. Because of globalisation, professional in an organisation are composed of people with diverse cultures and values (Deari, Kimmel and Lopez 2008). Based on this premise, it is critical to my understanding that cultural values are indeed enforceable in a profession. It is therefore critical to argue that cultural understanding has the potential to foster professionalism in a globalised world (Bradley 2002). Looking at the concept of globalisation in the current business setting, emphasising cultural understanding is indeed crucial due to diversity at workplace. In any case, cultural understanding has quickly become a strategic tool for motivating workers. Within my career of interest, cultural understanding is an indispensable tool in promoting communication, productivity and social interactions at the workplace. On reflection, my career of interest has deeply placed emphasis on cultural understanding without which its successes remains questionable. Indeed, an emerging career in public relations is that of community management, where the profession has showed some leniency towards promoting cultures and intercultural communications. Professionals within this emerging career are constantly in search of ways to get a client’s name that is attached to positive events within the local community. Professionals in public relations might also encourage the client to sponsor cultural events in other settings globally to promote the client’s international image, remit money to community or children’s organization or ask volunteers to clean up parks. This level of intercultural engagement implies the significance of cultural understanding in professional development in the public relations field. Of key interest to professionals would therefore entail learning each other’s communication styles (Gupta and Barlett 2007). Indeed, the present-day globalised workplace is greatly characterized by cultural differences ranging from communication styles; mind-sets and methods of making decision that have affected productivity at workplace. In many situations people from the minority cultures feel left out as a result affecting their levels of motivation (Communicaid 2006). These scenarios have the potential to affect general productivity of the organization. Some researchers have emphasised on the need to train their employees on ways to understand different cultures. In the field of public relations, training of employees on communications skills is emphasised at all stages. For instance, media trainers in public relations comprise of professionals who practice their media relations by coaching other professionals such as corporate executives, politicians and other professionals on the best techniques of how to handle the press. On reflection, during my work practice, my supervisor at World Vision was adamantly accused of lacking skills in cultural understanding. A case in point is when he forced all the employees in his department to subscribe to his Christian religion in order to promote work ethics and discipline. His argument was that World Vision is a Christian organization and therefore every worker had to subscribe to Christian doctrines. The consequence is that there was a lapse in productivity since most of the workers in my department were from various cultures and therefore had different religions such as Hindus, atheists, Christians, Muslims and Sikh. This encouraged high turnover rate and low productivity. Conclusion To conclude, cultural understanding is indeed a critical tool for promoting workplace unity, productivity and communication. This is specifically so to the modern-day workplace that is increasingly becoming multicultural and where differences in communication styles and attitude towards work are different. References BBC 2013, Ethics: a general introduction, viewed 3 Nov 2013, http://www.bbc.co.uk/ethics/introduction/intro_1.shtml Bradley, F 2002, A synthesis of cultural influence on buyer behaviour, International Marketing Strategy, 4th ed, Pearson Education: London. Communicaid 2006, Doing Business in South Korea: Korean Social and Business Culture, viewed 20 August 2013, http://www.communicaid.com/pdf/doingbusiness/Doing%20Business%20in%20South%20Korea.pdf Deari, H, Kimmel, V & Lopez, P 2008, Effects of cultural differences in international business and price negotiations, International Marketing Strategy, viewed 20 August 2013, http://lnu.diva-portal.org/smash/get/diva2:206119/FULLTEXT01.pdf Gupta, C & Barlett, J 2007, Practising Public Relations In The Global Community Of The 21st Century – A Comparison Of Business Practices And Culture In Three World Regions, Queensland University of Technology, Brisbane Hoggarth, B & Griggs, M 2009, Sustainability, Corporate Social Responsibility & Public Affairs, viewed 3 Nov 2013, http://www.hawkerbritton.com/hawker-britton-media/federal-act/sustainability-corporate-social-responsibility-public-affairs.htm Leichty, G 2003, "The Cultural Tribes of Public Relations," Journal Of Public Relations Research, Vol 15 No. 4, pp277–304 Succi, A 2008, Culture Public Relations. A new approach to the profession in a global multicultural environment, viewed 3 Nov 2013, http://www.bledcom.com/_files/175/Culture-Public-Relations-A-new-approach-to.pdf Smith, C 2012, Samsung denies employing underage workers at Chinese plant, viewed 3 Nov 2013, http://www.techradar.com/news/phone-and-communications/mobile-phones/samsung-denies-employing-underage-workers-at-chinese-plant-1119448 Read More