Conflicts of Interest and the PR Professional

Grace Morris

Morrisgrace36@gmail.com

In today’s day and age, it is nearly impossible to find an individual who does not possess any bias to at least some degree. The concept of conflict of interest is a growing ethical dilemma and problem that all industries face, especially within journalism and public relations. 

Whether it's covering news events or practicing public relations, there will be instances where we will not be able to avoid these conflicts of interest or biases. The most effective thing a journalist or PR professional can do to combat this dilemma is to remain honest and transparent while also following the code of ethics from their industry. 

Source: National Conference of State Legislatures

According to the Public Relations Society of America’s (PRSA) code of ethics, it states that a member shall “Avoid actions and circumstances that may appear to compromise good business judgment or create a conflict between personal and professional interests.” As well as, promptly disclosing all existing or potential conflicts of interest that affect clients or organizations. These guidelines should be at the forefront of all PR professionals’ minds to ensure that they are maintaining a trustful and transparent relationship with their clients and organizations as well as the media and its viewers. 

There will be instances in which a PR professional cannot avoid these conflicts of interest or biases. For example, a PR professional is working for a firm that takes on a client that is known to copy ideas for products from small businesses. The PR professional’s knowledge and beliefs towards this company create a conflict of interest regarding his obligation to serve the client. 

Another instance where conflicts of interest or bias can come into effect is when a PR professional receives compensation or gift(s) from a client that goes beyond the salary they receive at work. For example, a PR professional receives an all-expenses-paid vacation at a luxurious resort from a client that owns the resort. However, the vacation does not help aid them in the completion of the job to the client and will only create an unnecessary conflict of interest and bias. 

According to an article from the Public Relations Media Ethics Resource Library, it that states that “the best way to handle conflicts of interest is to avoid them entirely—even the appearance of a conflict.” To deal with conflicts of interest, PR professionals should always provide disclosure, practice recusal, and abide by the code of ethics. These methods ensure that PR professionals are remaining transparent and honest by holding themselves accountable when situations regarding conflicts of interest or biases arise. 

Overall, PR professionals face this ethical dilemma in a variety of ways. However, the best method a PR professional can practice to avoid this dilemma is to remain transparent and honest while practicing the code of ethics, recusal, and disclosure. These self-policing measures provide professionals the opportunity to uphold the highest level of transparency and honesty while ensuring the safety and integrity of their clients, organizations, and themselves.