Isahluko saseNew York se-Public Relations Society of America (PRSA) sisanda kucatshangelwa IQINISO futhi walibeka ecaleni. Iphaneli yayihlanganisa abezindaba, ochwepheshe bezokumaketha kanye nezemfundo abazwakalise imicabango yabo nolwazi lwabo maqondana nokusebenza kwabo kanye nolwazi lwabo embonini yobudlelwano bomphakathi.

Nakuba kwaba nokuvumelana okuvamile kokuthi ukwethula iqiniso ngokuvamile kwakuyindlela engcono kunokunikeza enye into, ababeze emhlanganweni babuzwa, “Ingabe wake waqamba amanga?” Okungenani ingxenye eyodwa kwezintathu yezethameli yavuma ukuthi yenza izinkulumo ezazingelona iqiniso ngokuphelele.

I-Institute for Public Relations ibambe ingqungquthela efanayo ngo-2018, ibheka Ukubola Kweqiniso kanye nomkhuba wokuhlanganisa amaqiniso nezinganekwane. Umcimbi ububheke ochwepheshe bezobudlelwano bomphakathi kanye neqhaza labo “njengabadali nabasakazi bolwazi abancike ekuthembekeni endaweni yolwazi.” Ukuvumelana? I-PR idlala indima enkulu ekukhulumeni iqiniso futhi u-Tina McCorkindale, umongameli kanye ne-CEO Yesikhungo wathi, "... ngenkathi abadlali ababi behlanganisa ingxenye encane yomsebenzi ophelele ... Ngicabanga ukuthi i-PR inomthwalo wemfanelo wokubola kweqiniso." UNorris West, umqondisi wezokuxhumana kwamasu, i-Annie E. Casey Foundation, uthole ukuthi, “Bagcina [i-PR} ifihla iqiniso ngochungechunge lwezinqumo ezincane…” nomphumela ufiphaza amaqiniso.

Ehla ngasohlangothini lwezimiso zokuziphatha, uMcCorkindale wanquma, ukuthi ekupheleni kosuku, “...ukwehluleka ukunikeza okuyiqiniso, idatha yangempela akukhona nje kuphela okuphambene nezimiso zokuziphatha, kodwa kuqeda ukwethemba okuphelele kochwepheshe…ukwethenjwa kungalahleka kalula.”

Ukuhlala Ezweni likaTrump

Abanye abantu bacabanga ukuthi uDonald Trump uye waba yisici esibalulekile ekusunguleni nasekukhuthazeni amaphupho, imibono yozungu kanye namanga; Nokho, uKurt Andersen (umbhali, Fantasyland: How American West Haywire) uthola ukuthi inganekwane ibilokhu inathi kusukela ekuqaleni kweriphabhuliki futhi abantu baseMelika bebezimisele ukukholelwa lokho abafuna ukukukholelwa amakhulu eminyaka.

Ingabe Ukhona Umehluko?

NgokukaLarry Walsh (the 2112group.com) kunomehluko phakathi kweqiniso neqiniso. U-Walsh uthola ukuthi amaqiniso awanakuphikiswa, asuselwe ocwaningweni olunamandla futhi anokulinganiswa. Iqiniso lingaqinisekiswa, liqinisekiswe futhi lingokomlando.

Iqiniso lingase lihlanganise amaqiniso kodwa lingase futhi lisekelwe ezinkolelweni (ngokusho kuka-Walsh). Abanye abantu bancamela iqiniso kunamaqiniso ngoba bekhululeke kakhudlwana ngolwazi, baqondaka kalula futhi bangase babonise imibono yabo engokoqobo abanayo ngaphambili.

U-Walsh uthola ukuthi nakuba amaqiniso engenakuphikiswa; iqiniso liyamukeleka. Isazi sezomnotho uCharles Wheelan (I-Naked Economics; Izibalo Ezinqunu) uthola ukuthi, “…kulula ukuqamba amanga ngezibalo, kodwa kunzima ukukhuluma iqiniso ngaphandle kwazo.”

UKellyanne Conway, Umeluleki kaMongameli waseMelika uTrump uthe, ngesikhathi kunenhlolokhono ye-Meet the Press (Januwari 22, 2017), lapho ecindezelwe ngesikhathi enengxoxo noChuck Todd, echaza ukuthi kungani uNobhala Wezindaba uSean Spicer "angakhuluma amanga angenzeka," wathi uSpicer enikeza “amanye amaqiniso.” Emzamweni wokuvikela isitatimende sakhe, uConway wanquma ukuthi “amanye amaqiniso” “angamaqiniso engeziwe kanye neminye imininingwane.”

Singalithola Yini Iqiniso?

Ngokufinyelela komhlaba wonke olwazini olungapheli kufanele sikwazi ukufunda noma ukuzwa iqiniso; kodwa-ke, ngokweRand Institute, sibhekene nokubola Kweqiniso empilweni yomphakathi waseMelika. UJennifer Kavanagh kanye noMichael D. Rich (2018) ababhali be-Truth Decay, banqume ukuthi kunezitayela ezine okufanele zicatshangelwe:

Amaqiniso awasabhekwa njengeQINISO; kukhona nokungavumelani ngokuthi kuyiqiniso yini. Idatha iyabuzwa, okubandakanya izindlela eqoqwe, ihlaziywa futhi ihunyushwe ngayo.
Umugqa phakathi kombono neqiniso usucishe ungabonakali.
Imibono kanye nokuhlangenwe nakho komuntu siqu kuthatha indawo yamaqiniso neqiniso.
Imithombo yamaqiniso ebihlonishwa ngaphambilini ayisathenjwa.

U-Ari-Elmeri Hyvonen (2018, University of Jyvaskyla, Finland) unqume ukuthi u-Donald Trump ubonise ukwenqaba kwakhe okuphelele kanye nenzondo ngeqiniso eliyiqiniso. Njengoba uWilliam Connolly (2017) ephakamisile, uTrump usewamukele umqondo “wamanga amakhulu” esiwaziwa ngenkulumo-ze yeNational Socialism ethola ukuthi kwakungu-Adolf Hitler, eMein Kampf, owaphawula ukuthi uquqaba lukhohliseka kalula ngamanga amakhulu kunawo. ezincane (Hitler, 1943, 231-232). “Amanga amakhulu” asebenza ngoba ashiwo umuntu noma abantu abasegunyeni; uthinta imizwa esikhundleni sokucabanga; iqinisekisa ukuchema okungokwemvelo (ngisho noma kunganakiwe) kubalaleli; futhi iyaphindwa futhi iphindwe futhi iphindwe.

I-Hyvonen iphinde ikhulume nomqondo Wenkulumo Enganakekeli “engenandaba nokukhathazeka.” Lolu hlobo lwezinkulumo alunandaba neqiniso, lukhombisa ukungafuni ukuhlanganyela neminye imibono, alwamukeli iqiniso lokuthi inkulumo inemiphumela namagama anendaba. Lolu hlobo lwenkulumo lubuye ludale ukungaqiniseki: Ingabe amagama ashiwo ngokuzwakalayo asuke ehloselwe ngempela? Inkolelo iwukuthi noma yini eshiwo ingashiwo.

Ingabe Amanga Noma I-BS?

UHarry Frankfurt, encwadini yakhe ethi On Bullshit (iNyuvesi yasePrinceton) uveza umqondo wokuthi “ubullshit” othola ukuthi “ubullshitter” akanandaba nhlobo nokuthi izinto zinjani ngempela. Umqambimanga uzama ukufihla iqiniso kuyilapho umshisekeli ekhathalela ukufeza injongo yakhe siqu.

UHyvonen uthola ukuthi “…inkulumo yokunganaki ayakhi phezu kwezinkulumo eziyize eziklanywe ngokucophelela ezizwakala zimnandi kodwa ezicishe zingabi nancazelo. Kunokuba izame ukunxenxa, inkulumo yokunganaki ifuna ukudala ukudideka nokumisa inkulumo-mpikiswano yentando yeningi.”

Ingabe Iqiniso Liyafihla?

U-Kavanagh noRich banqume ukuthi kukhona ukubola kweqiniso ngenxa yombono, ukwanda kwezinkundla zokuxhumana nezinye izingosi zolwazi, kanye nokungakwazi kwabathengi ukuhambisana nenani lolwazi olutholakala kalula, izinguquko emithonjeni yolwazi, kanye ukuhlukana phakathi kwepolitiki nomphakathi.

Njengoba siduka kumaqiniso nedatha ewusizo (uma ingabucayi) kunkulumompikiswano yezepolitiki nezinqumo zenqubomgomo, kuba nokuncipha kwezingxoxo zomphakathi njengoba singakwazi ukuvumelana (noma ukungavumelani). Ukungabikho kwesivumelwano samaqiniso nakho kwenza buthaka izikhungo ezibalulekile zamasiko, ezokusebenzelana nezomnotho.

Imithombo yezindaba isukile ekuthembeleni emaqinisweni nasekubikeni izindaba ezinzima kuya ekuncikeni kubahlaziyi nemibono ngenxa yemikhawulo yesabelomali nezimakethe eziqondiwe. Lokhu kwenezela ku-mélange yamaqiniso nemibono, okwandisa ijubane iqiniso elibola ngalo.

Izinhlangano zezemfundo nocwaningo - ezibhekene nesidingo sokushicilela (okuvame ukuthonywa abaxhasi bezinkampani noma ezinye izinhlelo ezisekelwe kuxhaso) kuvame ukuholela ekushicilelweni kweziphetho ezichemile, ezidukisayo noma ezingalungile, ukuhlangabezana nezidingo zabaxhasi, kanye nokulahlekelwa indawo yabaxhasi. izithakazelo zomthengi.

U-Kavanagh no-Rich bakhomba osopolitiki nabamele uhulumeni, okuhlanganisa izinhlangano zikahulumeni, uKhongolose, abaphathi bezifundazwe nezasekhaya kanye nezinhlaka zomthetho ezibambe iqhaza ekuphendulweni kolwazi kuze kube yilapho kunzima ukuhlukanisa iqiniso nenganekwane. Abakhulumeli bamazwe ngamazwe nabesifazane bafiphaza umugqa phakathi kombono namaqiniso abengeza ithonya labo ekuhlanganisweni kokuhlangenwe nakho komuntu siqu kanye nombono futhi bakwenze kubonakale kubaluleke ngaphezu kweqiniso.

Izindaba Zethelevishini Zakha Ingxube

Cabanga ngezinhlelo zethelevishini eziphethwe uRachel Maddow, noSean Hannity, lapho kunengxubevange yamaqiniso nemibono ngaphandle kwemigqa ecacile ehlukanisa omunye komunye. Umthamo omkhulu wolwazi oluvela kumabonakude, ezinkundleni zokuxhumana, omagazini bezindaba be-inthanethi kanye nama-blogger kudala inqwaba yolwazi oluqeda amandla ukugayeka, ingasaphathwa eyokuhlukanisa iqiniso nemibono, amanga kanye ne-BS.

Ngisho Izingane Zididekile

Ucwaningo lwase-Stanford lwango-2016 lwabafundi besikole esiphakathi luthole ukuthi ngokuvamile abakwazanga ukuhlukanisa ukwethembeka kolwazi oluku-inthanethi, behlukanisa izindaba eziyiqiniso ezindabeni ezingamanga. Abakwazanga futhi ukuhlukanisa izikhangiso nokuqukethwe okuxhasiwe noma ukuhlola ukuchema komthombo wolwazi lapho benquma ukuthi isitatimende siyiqiniso noma umbono.

URandi unguThemba

Ucwaningo/umbiko weRandi unethemba lokuthi ngokubika ngophenyo indawo yolwazi inamandla okuba ngcono. Baphinde baphakamise ukuthi ukusetshenziswa kangcono kwedatha kanye nezinguquko kunqubomgomo kahulumeni kuzokhuthaza ukwanda kokuziphendulela kanye nokwenza izinto obala. Baphinde batuse isidingo sokushintsha imigudu yokuxhumana yedatha namaqiniso - ukwethula idatha ngendlela engasongeli kanye nohlelo "lokubheka phezulu", ukwazisa abathengi ukuthi ulwazi abalufundayo noma abaluzwayo lungase lusetshenziswe ngendlela ekhohlisayo noma mbumbulu.

Ubudlelwano Bomphakathi - Ingabe Kuyiqiniso?

NgokukaMark Weiner, oyiChief Insights Officer, Cision kanye ne-CEO, iPrime Research Americas, ubudlelwano bomphakathi bumayelana neqiniso neqiniso. Ocwaningweni olushicilelwe ku-Journal of Mass Media Ethics, ochwepheshe be-PR banikezwe umsebenzi wokulwela iqiniso ukuze kuzuze inhlangano. Ukugxila kwe-PR eqinisweni kanye nokubeka izinto obala okwenza umsebenzi ube yingxenye ebalulekile ye-c-suite.

Ngokuka-Anthony D'Angelo, uProfesa Wezokuziphatha Komphakathi, eNyuvesi yaseSyracuse, “Ngeke siqambe amanga noma sidukise. Sidlala ngokulingana…asenzi lutho ebesingeke sifune ukuthi kubikwe kabanzi ngabezindaba.” Ochwepheshe be-PR banesibopho sokwakha ukwethembana kumakhasimende, abaqashi kanye nabezindaba.

Ngokuka-Leslie Gottlieb, uMongameli NY Isahluko, se-PRSA, “Manje kubaluleke kakhulu kunangaphambili ukuthi umsebenzi wethu uphakamise imigomo yethu ewumongo kanye nesibopho sethu sokusebenzela umphakathi.”

Uhlelo. Iqiniso Elilingwayo: Iqhaza Leqiniso Emphakathini Wanamuhla

Umongameli, u-Emmanuel Tchividjian, IQembu likaMarkus Gabriel; UMongameli Odlule kanye Nesikhulu Sezokuziphatha, i-PRSA-NY

UDkt. Andrea Bonime-Blanc, Esq., I-CEO, Umsunguli, I-GEC Risk Advisory; Uzakwethu Wobuholi Bebhodi le-NACD; Umbhali, I-Gloom to Boom: Indlela Abaholi Abayiguqula Kanjani Ingozi Ibe Ukusimama Negugu & James E. Lukaszewski, uMongameli, Lukaszewski Group Division, Risdall Marketing Group; Umbhali, Ikhodi Yenhlonipho; Ilungu, Ihholo Lodumo LeNyuvesi Yase-Rowan Yobudlelwane Bomphakathi

TJ Elliott, Umdayisi Wolwazi, Inkonzo Yokuhlola Imfundo; Umbhali-munye, I-DNA Yesinqumo; owayeyilungu le-faculty, i-NYU, i-Mercy College kanye ne-Columbia University kanye no-Michael Schubert, i-Chief Innovation Officer, u-Ruder Finn - omele i-Navartis, i-Pfizer, i-Citi, i-Pepsi Co, i-Mondelez, i-White House kanye ne-United Nations

© UDkt Elinor Garely. Lo mbhalo we-copyright, ofaka nezithombe, awunakukhiqizwa kabusha ngaphandle kwemvume ebhaliwe evela kumbhali.

LOKHO ONGAKUTHATHE KULESI SIHLOKO:

Coming down on the side of ethics, McCorkindale determined, that at the end of the day, “…failure to provide factual, real data is not only unethical, but erodes overall confidence in the professional…trust can be easily lost.
PR plays a role in truth-telling and Tina McCorkindale, president and CEO of the Institute stated, “…while bad actors comprise a small portion of the total profession…I do think PR bears some responsibility for truth decay.
As William Connolly (2017) suggested, Trump has embraced the concept of the “big lie” known to us from National Socialism propaganda finding that it was Adolf Hitler, in Mein Kampf, who noted that the masses are more easily deceived by big lies than small ones (Hitler, 1943, 231-232).