In this episode of La Cueva de MOE, we speak to María Urreiztieta, Director of Communications, Marketing and CSR at DHL Supply Chain Iberia, about one of the major challenges facing the profession: ethics in communication. Drawing on her experience in the corporate sector, the media and professional associations, we reflect on the responsibility that communicators, journalists and organisations have to produce more rigorous, transparent and useful information in a context characterised by disinformation and the fast pace of news.
The central theme of the episode stems from a question: how can the communications sector regain society’s trust? This is a line of thought that we also explore in depth in the article, ‘When speed replaces judgement, ethics stops being a compass and becomes an obstacle’. We discuss the relationship between businesses and the media, the impact of fake news, artificial intelligence, corporate transparency and the role of human judgement as the key asset for communicating responsibly.
We discuss:
- The importance of ethics in corporate communication and journalism.
- How to tackle disinformation, fake news and the loss of credibility.
- The relationship between businesses, the media and communications departments.
- The role of transparency and truth in corporate reputation.
- How to use artificial intelligence without losing your professional judgement.
- The link between communication, sustainability, CSR and building trust.
