PR Specialists: Disclosure is everything

Kailee Missler | km199116@ohio.edu

Public relations specialists are the direct line of communication from the company to the surrounding world. If people don't believe what we are saying as the spokesperson for who we're representing, we aren't able to do our jobs effectively. That is why PRSA says "disclosure" is the keyword when it comes to their organization's Code of Ethics. Disclosure is defined as "truth with an attitude, delivered right now."

In a time with evolving technology and a rise in corporate journalism, PR specialists have a responsibility to hold their company accountable by voicing their opinions when something feels unethical. Once a company damages their relationship with the public, especially with phony excuses illustrated by the PR specialist, it is hard to regain that trust and rapport.

Corporate journalism is changing the world of mass communication - especially for public relations students like myself. With this change comes a new way of communicating with the public. According to Quartz, company spokespeople are starting to use a storytelling approach, deferring from the traditional advertising codes. However, this approach will not work if the audience does not believe the company or the spokesperson is being candor with the public. A media spokesperson who actively practices timely disclosure creates a "critical building black of trust," according to PRSA.

Disclosure is not only vital to PR specialists and their reputations but also top company management. With pressure from above to act unethically, the middle-men and spokespeople will inevitably take the fall for the company's mistake, which could cause lasting damage to their career. Abiding by a code of ethics enables a smooth work environment and avoids a "kill the messenger" situation for the PR person, which many PR study participants found themselves in.

Another new major key journalists and public relations specialists must now consider are the growing concerns of data hacking and misuse of that data. The public did not take the instance with Cambridge Analytica and Facebook lightly - and recent current events have created an ever-growing divide in trust with the public and the media. This includes public relation specialists.

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We, as current or future public relation specialists, cannot automatically expect trust among our audiences without proving that we're worthy of it. It is vital that we show we work with a Code of Ethics and have disclosure with our audiences so we can best do our jobs. In light of Cambridge Analytica's breach, PRSA released a strong statement condoning the misuse of data because it violates their Code of Ethics. The direct line of communication between PRSA as an organization and their audience is why they are looked to as a model example for students and professionals. It is a great example of timely disclosure.

Most of us journalism students understand that, in order to be successful, we must behave and work in an ethical way. However, I think it is vital we look at examples like PRSA's Code of Ethics to best understand how we can continue to grow and adapt in a time of ever-changing mass communication. When it comes down to it - the best thing to do is to be transparent with your audience because without trust, our jobs do not do much good.