What does it profit a person if he or she has amassed ill-gotten millions or billions, mansions or luxury vehicles, but loses his or her soul?
I recently had a session with DZMM radio hosts Alvin Elchico and Doris Bigornia. On the controversy about a police general and his many private donations for his official residence and a friend’s giving him a huge discount on his SUV vehicle, I said that in the US, Hong Kong, Singapore and other societies with strict anti-corruption laws, all gifts above a certain amount should be reported in full public disclosures.
Why do we have what I call a shocking “culture of impunity” in our politics and government nowadays instead of a sense of shame, wherein some shameless leaders mired in scandals and gross incompetence should ideally resign or take at least a leave of absence? Even those in the private sector, NGOs or religious groups should ask themselves, “Are we always upholding transparency and accountability?”
Recently, communication students from 21 universities and colleges behind the Metro Manila Alliance of Communication Students (MACS) invited me to speak at their conference at the Polytechnic University of the Philippines (PUP). MACS is led by president Irish Salinas and secretary general Marianne de la Cerna.
They gave me the topic “The importance of ethics in communications,” and I expanded this topic to include the importance of ethics to achieve true success in any vocation or profession. Here are some of the points I discussed:
1. Maintain your integrity. This was the advice my Philippine STAR Lifestyle editor Millet Martinez Mananquil gave me years ago, when I started writing my column.
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As journalists and professionals in other aspects of communications like advertising, marketing or public relations — similar to those also in business or government — we have to continuously remind ourselves that our credibility is actually our most important asset.
People with some modicum of influence, therefore, whether politicians, police or military officers, judges, religious leaders or media personalities, need to constantly maintain their integrity. Among the journalists I admire for unimpeachable integrity is multi-awarded GMA 7 host Jessica Soho.
2. Always be fair. This principle of being fair to people isn’t just essential for communications practitioners, but for everyone. If there are quarrels or controversies, do we try to listen to both sides of the dispute and suspend our judgments until we hear all sides of the truth? As a writer, whenever there are accusations, I always try my best to seek out the other party or parties to write a balanced story.
An example of this was an American finance giant, whose top executives in Makati and Tokyo used conference-call facilities to criticize a then financially distressed mass-housing developer-legislator on his alleged unwillingness to pay certain bond obligations during the 1997 Asian financial crisis. I sought out this developer to get his side of the story, with him recounting to me his bad experiences with some creditors and with a rival elite property developer giant, which tried to take advantage of his crisis.
Another example was a huge resort project in Tagaytay, where the owners were publicly feuding with their business partner, a corporate and also former Marcos-era cabinet minister. After interviewing the owner at the resort’s golf course, I sought an appointment with the ousted former business partner and ex-minister to hear his side of the dispute.
3. Comfort the afflicted; afflict the comfortable. This is applicable to all of us in the field of communications, especially for us in the mass media. I strongly believe that we owe our loyalty ultimately to the truth and what is advantageous for the common good, that whatever influence we have in media we should utilize to give discomfort to the powerful, to comfort the disadvantaged, and that we should also give a voice to the many who are voiceless.
Those in the mass media shouldn’t act as cheering squads for those in power like our politicos, not be sycophants, but be eternal critics with a sense of fairness.
4. Honesty is the best policy. Apart from honesty being the moral and right way to do things, it is also the most efficient way to do things, whatever our vocation. There’s a joke that reminds us that if we tell the truth, we do not have to be afraid of forgetting the facts and details, unlike when we tell a lie.
I can’t forget the time I asked an ethnic Chinese tycoon why he and his family’s famous chain of outlets are known to be scrupulously honest in their accounting books and about paying correct taxes. He explained that it is the most efficient way to monitor sales and income, because if his family maintains two sets of accounting books and if they lie, it would also be easier for their numerous staff to cheat on the company. Since their financial records are honest and there is nothing to hide, anybody can go to any branch or any part of their operations to check or counter-check the numbers accurately.
5. Be courteous. Ethics also involves our way of conduct, the way we talk, write or use social media. I believe that being courteous or polite isn’t just a sign of a good upbringing; being courteous is also part of good ethical behavior. I believe we should try our best to be courteous and patient, even to those who do not have courtesy.
6. Be humble. I believe humility is important to ethical behavior in all professions, more so in the diverse and exciting field of communications. We should remind ourselves that we are professionals who are here to help communicate the truth, first and foremost.
For those on television, radio, online media or in print, do not let being seen or heard go to our heads. I tell my college students in journalism that if in the future they become columnists with their photos in the newspaper, or if they become celebrities, that their picture today in the newspaper will become wrapping paper tomorrow for flowers or fish.
7. Be kind to others. I believe that beyond just being fair to others, it is very good for us to be kind to others — most especially to those who are of no benefit to us.
Many people are only kind or friendly to those who can be of help to their business or professional careers, but let us be kind to everyone, even to those who loathe us or vice versa. Life is very short; let us detoxify ourselves of ill will and petty hatreds, and forgive even those who do not deserve our forgiveness.
In seeking to be ethical, I recommend that we should be guided not only by what others will say and be like shallow politicians who are obsessed with or guided by popularity survey numbers. We should endeavor to be always guided by our conscience and an unerring sense of moral values, even when nobody is watching us — that is the true test of good ethics, innate character and moral courage.
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