Perhaps the most important measure of a speech is whether it is good or bad for you. An ethical speech demonstrates respect for the audience, responsible knowledge, and concern for the consequences of exposure to the message.
Respect for the audience means that speakers are sensitive to the cultural composition of their audience and are aware that well-meaning people often hold varying positions on an issue. Ethical speakers try not to offend others unnecessarily even as they dispute their arguments or question their information. .
Ethical speakers base their messages on responsible knowledge of their subject. They assess the accuracy and objectivity of their sources of information, and watch for potential bias. They are sensitive to their own prejudices and try to be accurate and objective in their presentation of information. Ethical speakers try not to pass off opinions and inferences as facts. An ethical speaker will report the sources of factual data and ideas, especially if this information runs counter to what is generally believed. Finally, ethical speakers do not fabricate data or present the ideas or words of others without acknowledging their contributions.
Ethical speakers are aware that words have consequences. Inflammatory language can arouse strong feelings in audience members that sometimes block constructive deliberation. Ethical speakers think through the possible ramifications of their messages before they present them. The greater the possible consequences, the more carefully speakers must assess the potential effects of their messages, support what they say with credible evidence, and temper their conclusions with regard for listener sensitivities.