Public Relations Ethics
Ethics and Public Relations
What is the difference between right and wrong?
Right means that your actions match generally accepted moral values in society.
Right means there is an established code of ethics among professionals
- American Bar Association
- American Medical Association
- Public Relations Society of America
In Dennis Wilcox’s book Public Relations Strategies and Tactics he talks about the three ways people process
ethics
- Absolutionists - every decision is either right or wrong
- Existentialists - decisions made on practical decisions
- Situationalist - decision determined based on what will cause the least harm
Public Relations professionals need to make decisions every day in which they run into ethical issues. You must
consider four factors when making decisions
- Public interest
- Employer interests
- Professional code of conduct
- Personal values
Think about this example:
Hospital visits
You assume that doctors and nurses will take good care of you.
You have a degree of confidence that they are qualified and capable.
It’s called fiduciary relationships -- doctors and nurses are obligated to act in your best
interest
As a PR professionals - you are expected to act in your clients best interest. You have expectations and
moral obligations to fulfill. Why?
The work you do not only affects your clients, but their customers and other external stakeholders
You must be aware and concerned about unintended circumstances
What does it mean to have an impact on society?
PR is used to promote
Competition of ideas, people, organizations in the general marketplace
Discuss goals you are trying to meet to influence the general marketplace
Reinforce and enforce standards of conduct
According to Wilcox:
PR practice must be enforced through ethical conduct and standards of performance
PR improves the conduct of organizations by stressing the need for public approval
PR serves the public interest by making all points of view articulate in the public forum
PR serves the segmented, worldwide society by providing truthful and transparent information
International Association of Business Communicators
Code is published in several languages
IABC bylaws require that articles on ethics be published in its monthly magazine
Members are encouraged to be truthful, accurate and fair in all of their communication and public relations
efforts
Offer training and workshops on ethical behavior and best practices
Public Relations Society of America
Originally published in 1950
In 2000, the Member Code of Ethics was updated
Emphasizes six core areas
Advocacy - serving the public interest by acting as responsible ambassadors for clients and employers
Honesty - adhere to the highest standards of accuracy and truth
Expertise - taking advantage of continuing education offered by public relations groups
Independence - providing objective counsel and being accountable for individual actions
Loyalty - faithful to clients and employees
Fairness - respecting all opinions and supporting the right to free expression
Tough PR Questions
Some questions to ask yourself when you think you are faced with a difficult decision
What did your client or employer know and when did they know it?
Has all the information been presented correctly and honestly?
What are the facts of the situation?
What decisions were made? Who has involved and/or affected?
What alternative actions were available?
Are the actions open, honest, and truthful?
What action is being undertaken to correct the situation?
What is the organization’s response to the ethical behavior? (where new policies put in place, employees
disciplined)
What was the fundamental cause - omission, neglect, accident, arrogance?
How could this have been avoided?
Seven PR Principles to Remember
Be Honest At All TimesConvey a Sense of Business Ethics
Respect Integrity & Position of Opponents
Develop Trust by Emphasizing Substance
Present All Sides of an Issue
Balance Loyalty to an Organization and the Public
Don’t Sacrifice Long-Term Objectives with Short-Term Gains
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