 In the previous part of our MOOC, we talked about the ethical issues that professionals in the field of entertainment communication and political communication and journalism could face. In this part of our course, I would like to talk with you about the ethical issues for corporate communication professionals. Corporate communication aims to embrace all the organization's communication activities. It can be considered as a part of strategic communication. Corporate communication focuses on how the organization presents and promotes itself towards the stakeholders and the general public. Corporate communication professionals fulfill a boundary spanning function between the organization and its environment. This means that they, metaphorically speaking, try to form a bridge between the organization and its stakeholders. They translate corporate information to the outside world and vice versa. That is why they frequently face ethical dilemmas. It is difficult to serve the organization's interests and the interests of society at the same time. For example, how do you act as an organization when your very profitable new product seriously injures multiple and if used inappropriately or without guidance? What is the right thing to communicate? We will use the metaphor of a bridge to explain different ways of dealing with the situation. As a corporate communication professional, there are at least three approaches you could use to deal with this issue. First, you could use a deontological approach. This means that you focus on the motives for your action. As a corporate communication professional, you could ask yourself whether you would like it if your behavior were to be copied by similar organizations. Is that a desirable situation? If you were not to recall your product because it benefits your organization even though it harms the well-being of children, would you wish that all other organizations would act in the same way? Second, you could use a teleological approach. This implies that you evaluate the outcomes of your behavior. In this case, you could choose for the communication strategy that tries to achieve the greatest happiness for everyone. If your organization were to assess the situation and decide what is most beneficial to everyone, so not just the organization itself, you might well arrive at the conclusion that you should take your product off the market. Third, you could avoid making this choice and design a communication system that promotes ethical communication. This is a typically idealistic situation, which is probably difficult to use in practice. An organization could establish rules for communication about its ethical issues with the public. These rules could be adapted from both sides. In this way, dialogical and symmetrical communication would be safeguarded. If we apply this to our case, stakeholders could state that the product harms children and your organization should react responsibly to that. In our next clip, we will deal with ethical issues that professionals in the field of persuasion of communication could face.