CORPORATE ETHICS AND

VALUES
ETHICS IN PUBLIC RELATIONS

Like every discipline also public relations have own code of

ethics. Such a kind of code we need to prevent unethical actions.
In some cases the code gets violated. In the following essay I will
explain what code of ethics is and why do we need it.
ETHICS IN PUBLIC RELATIONS

Definition of ethics normally determines the nature of what should be

valued and distinguishes right from wrong. Ethics in public relations
includes values such as honesty, openness, loyalty, fair-mindedness,
respect, integrity and forthright communication
ETHICS IN PUBLIC RELATIONS

Many current researches and critics agree that there can be no ethical
public relations. Usually public relations are associated with lying, spin-
doctoring and espionage. Public relations industry is often criticized for
a lack of ethics. It is believed that term ethical public relations is an
oxymoron. Some people see public relations professionals as
manipulators of the public mind.
ETHICS IN PUBLIC RELATIONS

To be successful public relation practitioner you need to make

intelligent decisions on situations laden with ethical dilemmas. It is
important to balance between serving the best interests for a client
and for overall society. Ideally would be a perfect symmetry of
service attained to client and society. But in a reality a large number
of variables disrupt this symmetry. Ethical dilemmas often result
from dealing these variables
ETHICS IN PUBLIC RELATIONS
Ethics is often delineated into two paradigms: Kant’s
deontological and utilitarian perspective. Kant’s categorical
imperative suggests public relations practitioners to act in
accordance with the moral law and not personal inclination of
profit maximization. On the other hand, in utilitarian approach
the greatest good for the greatest number of people represents
the most ethical outcome. For public relations practitioners is
ethics always the decision-making process.
ETHICS IN PUBLIC RELATIONS
Code of ethics represents the fundamental beliefs that guide behavior and decisions
of public relations practitioners. They need to keep different values such as
advocacy, honesty, expertise, independence, loyalty, fairness, etc. For PR
practitioners it means, they need: -to serve the public interest;

-to adhere to the highest standards of accuracy and truth;

-to acquire and responsibly use specialized knowledge and experience; -to advance
their profession through development, research and education; -to provide objective
counsel and be faithful to those they represent; -to be accountable for their actions;

-to deal fairly with clients, employers, competitors, peers, vendors, the media, and the
general public.
ETHICS IN PUBLIC RELATIONS

Code of ethics also protects and advances the free flow of accurate
and truthful information. It is necessary to serve the public interest.
Competition among PR professionals should be healthy and fair. To
build trust you need to reveal all information to make a responsible
decision. PR practitioners also need to avoid real, potential or
perceived conflicts and protect confidential and private information
ETHICS IN PUBLIC RELATIONS

The current state of ethics in PR depends on codes held by major

professional associations. Membership in groups is voluntary and
members agree with a code of ethics that is written for the entire
group. Different codes don’t vary much by country but by the
professional organization. Some codes strive to offer guidance of
professionalism, while other codes attempt to identify general moral
principles of ethical behavior. Codes of ethics have been critiqued for
failing short of ideals...
WHAT ARE ETHICS FOR PR PROFESSIONALS?

Advocacy
PR organizations should be responsible advocates contributing to informed public
discourse. Accordingly, they should:
 Provide proper attribution of all sources
 Represent clients whose causes align with their own professional and moral values
 Push for a representation of multiple voices in public debate
 Conform with all relevant government regulations
WHAT ARE ETHICS FOR PR
PROFESSIONALS?

Honesty
Ethical PR requires accurate information and truthful representation. Honesty should
inform every process, from how a firm markets and bills its services to how it manages
competition with its peers.
WHAT ARE ETHICS FOR PR
PROFESSIONALS?

Expertise
Public relations skills are in high demand and should be continually refined to keep up
with changing industry requirements. Education, research and professional development
all play pivotal roles in keeping PR professionals’ skills in line with client expectations and
capable of delivering the best possible service.
WHAT ARE ETHICS FOR PR
PROFESSIONALS?

Independence
Independent, objective counsel is in the best interests of both PR firms and clients.
Accordingly, agencies and teams should disclose any potential conflicts of interest and avoid
issues such as wired contracts (i.e., rigged bids on public sector projects) that could
compromise independence.
WHAT ARE ETHICS FOR PR
PROFESSIONALS?

Loyalty
Clients should be able to trust their PR partners. They should get transparent contracts
— free of hidden fees and loopholes — along with accurate representations of their
positions to the public. At the same time, PR professionals must balance client loyalty
with their obligations to the public, such as contributing to fair and informative
discussion.
WHAT ARE ETHICS FOR PR
PROFESSIONALS?

Fairness
PR firms should be fair not only when dealing with clients and the public, but also when
interacting with vendors, competitors and media institutions. Openness to different viewpoints
and appreciation of free expression are vital throughout PR.