SESSION EIGHTRepresenting yourself and your organisation

Session Eight

By the end of this workshop you will be aware of some

considerations around, and the ethics of maintaining an

online identity.

This will be achieved by considering:

Your online identity:The importance of consistency Understanding Ethical ConsiderationsProtecting your image

Understanding policies

What to do if you overstep

Dealing with the media

REPRESENTING YOURSELF AND YOUR

ORGANISATION

This final session examines the possible impact/s

of publishing material online. We look at the

ethical considerations involved and explore ways

to ensure your ‘online brand’ is protected.

Policies an organisation may have or need:

• Privacy policies

• Internet Usage policies

• Confidentiality agreements

• Commercial In Confidence

Your organisation - Policies

YOUR ORGANISATION - BRANDING

Brands carry a message

To be effective that message must be consistent

Different brands suit different audiences

Reaching a different audience may mean creating another brand.

The importance of consistency

ETHICAL CONSIDERATIONS & YOUR

REPUTATION

What are the ethical considerations when

publishing health messages online?

Things to consider:

• The law - Privacy & Health Records Acts

• The lives of others?

• Consent

• Future impact

• The implications of not disclosing information that may include

others

The privacy of others

Businesses should be clearly identifiable as businesses.

The ACCC & False and misleading information

Promoting your own services?

The impact of your social media presence on your employers brand

The impact of published material on your employment prospects –

current and future.

Aaron Lane and the tweets.

Your employer’s/future employer’s

interests?

Things to consider:

• Does your story bias total internet content on an issue in a certain

way?

The communities best interest test.

Things to consider:

• There are some topics that by their very nature tend to be over -

represented online.

• Will others act on your information? Catalyst and Statins

The communities best interest test.

PROTECTING YOUR IMAGE

INVITING CONTROVERSY

Should you invite controversy?

Tips & Tactics:

• Be willing to admit you were wrong

• Issue a public / personal apology

• Remove the article, post, image

• Post a retraction

• Place a warning on content

What to do if you publish something

you shouldn’t.

Attracting their attention:

• Does the story photograph well?

• What will the headline be?

Dealing with the media

What do you do?

• Respond honestly.

• Avoid saying no comment except when dealing with completely baseless rumours

• Ask for the opportunity to present your case

• Let others defend you

• Find out the source of the bad publicity and confront it.

• Get advice

Dealing with negative publicity:

Review

Today we have covered:

Your online identity:The importance of consistency

Understanding Ethical Considerations

Protecting your image

Understanding policies

What to do if you overstep

Dealing with the media

Next Steps

Publish material online

Get in touch if you need help: healthyvoices@bml.org.au

Enter the awards program

Attend the networking events

END OF THE WORKSHOP STAGE OF THE PROGRAM.