Ethics in business is a critical business driver, but ethics in PR is critical learn why and how to apply ethical conduct in the profession of public relations.
2. Ethical Guidance in PR
“Trust is like the air we breathe. When it is present, no one
really notices. But, when it’s absent, everybody notices.”
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Warren Buffet, CEO of Berkshire Hathaway
My personal philosophy:
A company’s reputation must garner TRUST
When TRUST is earned a strong REPUTATION will result.
And strong reputations come from “doing the right thing,” also known as Ethical
Conduct.
3. Ethical Guidance in PR
• Ethics are the guidelines and standards that govern our society.
• Ethics are the “standards of conduct that indicate how one should
behave based on moral duties and virtues.”
• Ethics refer to the values that guide a person, organization or society - -
the difference between right and wrong, fairness and unfairness, honesty and dishonesty.
A primary foundation in public relations is about Credibility.
(Fraser P. Seitel, The Practice of Public Relations)
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Ethics=Credibility
“The practice of Public Relations is all
about earning credibility. Credibility, in turn,
begins with telling the truth. Public Relations
must then be based on ‘doing the right
thing’ in other words—acting ethically.
(Fraser P. Seitel, The Practice of Public Relations)
Ethics are vitally important in the field of Public Relations. PR practitioners
are often called upon to serve as the “leader of ethics” for their company,
organization or on behalf of their client. As PR and communications professionals--
our role is being the “voice” of the company, so credibility is of paramount importance.
5. The practice of public relations can present unique and challenging ethical issues.
At the same time, protecting integrity and the public trust are fundamental to the
profession’s role and reputation. Bottom line, successful public relations hinges on
the ethics of its practitioners.
PRSA
Chartered in 1947, the Public Relations Society of America (PRSA) is the world’s
largest and foremost organization of public relations professionals. PRSA provides
professional development, sets standards and excellence and upholds principles of
ethics for members.
To help members navigate ethics principles and applications, the Society created,
and continues to maintain, the PRSA Code of Ethics and the PRSA Code
Provisions of Conduct. Under the Codes, widely regarded as the industry
standard, is comprised of core values, principles and practice guidelines that
define the professionalism of PR communications professionals and advance their
success.
(Public Relations Society of America/PRSA)
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Ethical Guidance in PR
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Ethical Guidance in PR
While the core values established by the PRSA represent the core values that
guide PRSA members, they have become an industry standard for the public
relations profession.
These values provide the foundation for the Member Code of Ethics and set the
industry standard for the professional practice of public relations. These values
are the fundamental beliefs that guide our behaviors and decision-making
process.
“We believe our professional values are vital to the integrity of the profession as a
whole.”
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PRSA Code of Ethics
There are 6 PRSA Member Code of Ethics 2000
Advocacy—Serving public interest; responsible advocacy for
those we represent with ideas, information and viewpoints.
Honesty –Adherence to accuracy and truth for those we
represent when communicating to the public.
Expertise—Advance profession through continued learning and
education; build mutual understanding and credibility with a wide
range of audiences and external publics.
Independence—Provide objective counsel to those we
represent; accountability for our actions.
Loyalty—Faithful to those we represent while honoring our
obligation to serve public interest.
Fairness--We deal fairly with clients, employers, competitors,
peers, vendors, the media, and the general public. We respect all
opinions and support the right of free expression.
8. • I don't lie.
• I don't withhold facts if I know that by withholding them I am actually
misleading.
• I don't buy favors. If a media trip is primarily a "jolly" for the journalists, rather
than a chance to see and learn, and report objectively, then that is buying
favors.
• I don't abdicate responsibility. I view my responsibility as a PR practitioner is
being accountable for the information I provide.
• I am personally responsible for the information I provide.
• To say, "Well, that's what I was told" isn't good enough. If I have a reason to
doubt the facts, I check and check again.
• I don’t make promises I can’t keep.
• Nor do I make claims that are not “factual.”
• And when I make a mistake, or my client or company makes a mistake relating
to the sharing or disclosure of information---we admit the fact and ‘set the
record straight.’
• And if I represent a client or company where I can’t be straight, truthful and
credible in my profession, I quit public relations and start selling Time Shares.
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My Personal Views on Ethics in PR and
Conduct
9. How Ethics Translate into Conduct in PR
Since ethics involves the discipline of examining good or bad practices, within the context of
morals, then moral conduct is behavior of right or wrong.
Conduct is the action we exercise in relation to Ethics.
So how do we determine the right conduct as PR and communications professionals?
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Again, the PRSA has an established Code of Conduct and guidelines to help us navigate
Ethics and Conduct in Public Relations.
10. PRSA Code Provisions of Conduct
Free Flow of Information--Protecting and advancing the free flow of accurate and
truthful information is essential to serving the public interest and contributing to informed
decision making in a democratic society.
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Key Elements include: Integrity with the media, government and public; aid in informed
decision making.
Conduct Violation: PR practitioner, representing a ski manufacturer gives a pair of
expensive racing skis to a sports magazine columnist for their personal use, to influence the
columnist to write favorable articles about the product.
What would be an acceptable way and NOT a conduct violation for
the PR practitioner to approach a sports magazine columnist for PR
coverage or review on ‘new skis?’
11. Competition--Promoting healthy and fair competition among professionals and
preserves an ethical climate while fostering a robust business environment.
Key Elements Include:
Promote respect and fair competition among public relations professionals.
To serve the public interest by providing the widest choice of practitioner options. Preserve
intellectual property rights of information; Follow ethical hiring practices.
Conduct Violation:
A PR practitioner employed by “ABC Company" shares helpful information with a Market
Research counseling firm submitting an RFP for a research project who they have a
previous business relationship with. The firm is competing with 5 other Research
Counseling organization's for the same business with ABC Company.
Why is this a violation? What should the PR practitioner
have done differently?
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PRSA Code Provision of Conduct
12. Safeguarding Confidences--Client trust requires appropriate protection of confidential
and private information.
Key Elements Include:
Safeguard confidential information and privacy rights of present, former, and prospective
clients and employees.
Protect privileged, confidential, or insider information gained from a client or organization.
Report to appropriate authorities upon discovering that confidential information is being or
has been divulged by an employee of a client company or organization.
Conduct Violation:
A PR practitioner changes jobs and starts working for a competitor and shares written
confidential information, and uses that information in the new position to the detriment of the
former employer.
How can a PR practitioner do their job effectively without
violating conduct?
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PRSA Code Provision of Conduct
13. Disclosure of Information--Open communication fosters informed decision making in
a democratic society.
Key Elements Include:
To build trust with the public by revealing all information needed for responsible decision
making. Honesty, Accuracy and Verification of information disclosed especially financial
information. Conduct violations include ‘lying by omission,’ ‘information disclosed that was
mistakenly released and not publicly corrected,’
Conduct Violation:
A PR practitioner employed by a publicly traded company on the NYSE is asked by the
CFO to NOT disclose some financial information in their earnings release, giving a
misleading impression of the corporation's performance.
Why is this a violation? What should the PR practitioner
do?
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PRSA Code Provision of Conduct
14. Conflicts of Interests--Avoiding real, potential or perceived conflicts of interest builds
the trust of clients, employers, and the publics.
Key Elements Include:
Act in the best interests of the client or employer.
Avoid actions and circumstances that may appear to compromise good business judgment
or create a conflict between personal and professional interests.
Disclose promptly any existing or potential conflict of interest to affected clients or
organizations.
Conduct Violation:
A PR practitioner who is about to be fired if he/she doesn’t land a new client is working on a
new business pitch for a prospective client. They knowingly fail to disclose they represent a
current client that is a direct competitor and submits the RFP without disclosing to
‘prospective client.
How could a PR practitioner submit the RFP without
conduct violation? Or what should they do before
submitting the RFP?
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PRSA Code Provision of Conduct
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PRSA Code Provision of Conduct
Enhancing the Profession--Public relations professionals work constantly to
strengthen the public's trust in the profession.
Key Elements Include:
Protect and enhance the profession; stay informed and educated about practices in the
profession to ensure ethical conduct.
Counsel subordinates in proper ethical decision making and mandate adherence.
Conduct Violation:
A PR practitioner and PRSA member delivers a presentation at a public event about a PR
campaign about client’s product that is sold and touts it being safe without disclosing
evidence to the contrary.
How is this violation diminishing the profession of
Public Relations?
16. Summary Notes
• Public Relations professionals must always practice and exhibit the highest standards of
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honesty and integrity.
• PRSA’s Code of Ethics and Code of Conduct serve as a good foundation for ‘doing the
right thing’ in business and in Public Relations.
• Truth should always guide conduct.
• Unethical behavior breeds mistrust, reputational damage and loss of credibility—which is
very difficult to get back.
• Always be accountable for information you share, including omission of information that
is ‘misleading.’
• We are all human if information is shared, communicated, promoted or disclosed that is
erroneous—FIX IT, don’t ignore it—be accountable.
• Our role as PR communicators is to create and build positive, productive relationships.
Any worthwhile relationship is founded on trust. And in any relationship, if you habitually
lie, mislead, cover up or manipulate, the relationship dies as will your career in PR and in
business.
• “The ethical heart of Public Relations lies in posing ONLY 1 question to your client,
company or organization---Are we doing the right thing?” (Fraser P. Seitel, The Practice
of Public Relations)
