What is ethics?
Ethics is the branch of study dealing
with what is the proper course of action for man. It answers the question, "What
do I do?" It is the study of right and wrong in human endeavors. At a more
fundamental level, it is the method by which we categorize our values and
pursue them. Ethics is concerned with how we should live our lives. It focuses
on questions about what is right or wrong, fair or unfair, caring or uncaring,
good or bad, responsible or irresponsible, and the like. The principle behind
professional ethics is that one section is designed to create the greatest good
for both the client and community as a whole rather than to enhance the
position and power of the practitioner.
Why ethics is
important in PR?
The practice of public relations is all
about earning credibility. Credibility, in turn, begins with telling the truth.
Public relations, then, must be based on ‘doing the right thing’ - in other
words, acting ethically.
Ethical issues
in PR:
Many people perceive public relations as
something less than respectable — as clever strategies to convince the public
that what’s wrong is right. Some see public relations professionals as
manipulators of the public mind, rather than conveyors of truth. PR is accused of:
• Withholding information from the
public
• Directly and indirectly paying for
‘independent’, ‘objective’ views and opinions
• Biased approach and loyalty
• Distorting the reality
• Propaganda
• Bailing out
and promotion of questionable industries and organizations
• Pseudo events
•
Should the agencies take on arguably unethical clients (tobacco and alcohol
industries, etc.)?
•
Should agencies disclose who they work for and what is their brief?
•
Should in-house PROs have their primary obligation to the public or the organization?
Ethical
standards in the industry:
Because public relations have impact
well beyond the boundaries of client organizations, individual practitioners
must be concerned with both the intended and the unintended consequences of the
function. Collectively through their professional associations they must take
responsibility for prescribing standards of competence, defining standards of
conduct, establishing educational and accreditation requirements, encouraging
research to expand the body of knowledge that guides the practice, and
representing the profession in matters affecting the professions charter and
social mission.
•
Integrity
•
Competence
•
Transparency and avoiding conflicts of interest
•
Confidentiality
Practitioners and public relations
scholars alike suggest that professional organizations can play a key and
powerful role in advancing ethical practice. However public relations people
must adhere to a high standard of professional ethics, with truth as the key
determinant of their conduct. Ethics in public relations really begins with the
individual -and is directly related to his or her own value system as well as
to the good of society. Although it is important to show loyalty to an
employer, practitioners must never allow a client or an employer to rob them of
their self-esteem.
Implications of
the issues to the practice of PR in organizations:
•
Unethical behavior of one client can affect both the PR agency and individuals
in their relationship with current and future clients and employees.
•
Trust and loyalty become undermined
•
Withholding the information generate more interest and suspicion – this could
be more harmful than coming out clean.
•
Once lost, credibility and reputation are hard to get back.
How ethical
issues can be improved?
•
Education about the importance of ethical behavior and its influence on
long-term strategy.
•
Identification of ethical principles of the organization and communication of
those within it.
•
Understanding and predicting crisis and response to them.
•
Following the industry’s code of conduct by becoming members of e.g. CIPR.
•
Knowing and following organization’s code of conduct.
‘The ethical heart of the practice of public
relations lies in posing only one question to management: Are we doing the
right thing?’ (Seitel)
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