How PR Professionals Can Contribute to Ethical Action

Emma Skidmore

es320518@ohio.edu

 

It's fairly common knowledge that there are multitudes of unethical situations one can find themselves in when working in media. With current trust in the media being so low, it's crucial to act ethically. Most media professionals are well-trained in how to use their best judgement in sensitive situations, and there is a lot of overlap between PR and news. With scandals like White House communications director Hope Hicks admitting to "white lies," PR professionals can suffer a reputation tarnished by the few "bad apples," so to speak, in the group.

PRSA Ethics Codes

Ethics codes are incredibly valuable to both PR professionals and journalists alike. Naturally, there is a lot of overlap including the values of independence, fairness and honesty. The PRSA website states, "We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public." However unlike news and information journalists, PR professionals have to consider how their actions will affect both their client and the public. According to the PRSA code of ethics, PR professionals must be faithful to the companies and people they represent, while simultaneously serving an obligation to the public. There is also overlap between news and PR in cases like conflicts of interest, where all parties need to be aware of what the conflict is and how to avoid it. In both instances of news and PR, the employee must act in the best interest of their client or employer and avoid serving their self-interests.

What can lead to unethical behavior?

Leadership can play a large role in how people can act. Intense pressure from leaders can cause people to act unethically in an effort to beat competition, reach unrealistic goals or secure their job. It is also important for PR professional to feel they can disagree with their employer if they see something is being done wrong. A stressful environment could lead people to act in unethical ways and place their own interests above anything else. This is harmful to everyone involved and can have serious repercussions for your publication

Photo credit: https://www.transparency.org/en/news/world-whistleblower-day-2019-is-this-a-landmark-year-for-whistleblower-prot

 

How can PR professionals act ethically?

Seth Arenstein wrote for PR News that creating trust between the public and PR professionals means playing the long game. It requires trusted relationships formed over time. Distrust in the media includes PR agencies, and acting ethically will help build that trust with the public. PR agencies can avoid acting unethically by creating an environment where it's okay to speak up if there is something wrong going on. PR professionals must be educated on how to act ethically and be aware of the consequences should the break rules. The guidelines for acting ethically should be clear and well-promoted, and everyone in the media sphere should work together to treat sensitive issues ethically. Whether it's PR or news, every journalist and professional has a responsibility to be upheld to the highest standards of ethics possible.