Ethics in PR

David Griffin
dg835214@ohio.edu

Just like the saying goes, "your reputation precedes you," and now, more than ever, this seems to be the case. In almost any field of work, your reputation can make or break you. Companies, as well as individuals, with good reputations who are in good standings with the public seem to do leaps and bounds better than those that are on the opposite end of the spectrum. So, how does one find them self on good ground with the public and the organization they work for?

Ethics in the Field of Public Relations

Public Relations specialists have the unique job of conveying messages to the public for the company they work for. They are tasked with putting their company in the best possible position with the public as they can. On paper, this may seem like a simple task, but in the real world it is much more difficult. One of the first things that a PR specialist must have is their own set of ethical codes and guidelines. Without this, there are no real guidelines on how one will do their job ethically. Along with having their own set of codes, these codes must fall in line with the company or organization that they are working for as well. In a perfect world, everyone would be as ethical and honest as possible, but unfortunately this isn't the case. Some of the highest ranking people in the business world have been caught lying, stealing and cheating so this makes the job for the PR specialist within that company even more difficult.
Like previously stated, in a perfect world where no one lied, cheated or stole, the job of a PR specialist would be simple. But in the world we live in, some businesses do tend to be unethical behind closed doors and they don't want the public to know about these shady things taking place because it could destroy their reputation. When PR specialists do find themselves within a company that isn't always ethical, it is their role to do the right thing for the public. Being truthful, honest and transparent from the beginning is much easier than having to try to explain your mistakes and why unethical events took place.  While the duty of a PR specialist is to their employer, they also have a duty to the public just like tabloid journalists do.

Photo via payonperformance.ning.com

How to be an Ethical Public Relations Specialist

When one finds them self in an ethical dilemma, there isn't always a clear path on which road to take. Choosing option A could minimize harm in one certain area, but cause problems in another area at the same time. One of the best things to do in the field of Public Relations, and for any job for that matter, is to be prepared for the time when you do have to make that tough decision. Do you go along with the unethical behaviors that your organization is taking part in and deliver this message to the public, or do you risk potentially losing your job for not going along with the unethical behavior that might be taking place? This is where having your own set of ethical codes and guidelines will come in use. By doing so, you and your company will know how you will react when you are possibly put into a situation where an ethical decision must be made.