1.0. Introduction.

• Ethical issues and cases in public

relations.
 1.1.What is public relations?

• This is the maintenance of the public image by a company or other

organization.

• To public relations theorists, public relations is inherently about ethics,

social responsibility and sustainability.
 1.2.Ethical issue?

• This is a wrong or dishonest choice that negatively affects people,

customers or anyone connected to the firm.
 1.3Ethical issues in public relations.
• Patient rights.
• Equity of resources.
• Confidentiality of the patients.
• Patients safety.
• Conflict of interests.
• Ethics in privatization.
• Informed consent.
• Dealing with the opposite sex.
 1.3.1.Ethical decision making.
• This is the process of evaluating and choosing among alternatives in a
manner consistent with ethical principles.

• In making ethical decisions, it is necessary to perceive and eliminate

unethical options and select the best ethical alternative.
 1.3.2.Professional codes of ethics in public relations.

• Honesty. This means providing accurate and truthful information.

• Advocacy. It is important to provide the public with pertinent information
so that people can make informed decisions .
• Expertise. This means doing research and using critical thinking in order
to maintain credibility as an expert and a trusting relationship between the
company and the public. In order to communicate accurate information,
public relations professionals must do their homework.
• Independence. Public relations professionals must take responsibility for
their own actions when representing a company or organization.
 1.3.2.Professional codes of ethics in public
relations.
• Loyalty. Employees should respect and maintain loyalty to the company.
This allows the employer to rest assured that the public relations
professional is working in the best interest of the company.
• Fairness. Everyone has their own views and opinions. Its important to
respect them and also remain fair to all of those you work for and with, so
that each person feels free to express their thoughts.
 1.4. Ethical code of conduct.
• This is a guide to principles created to assist practitioners in performing
businesses in the right way.

• The best code of conduct is concise, easy to understand and reflects the
values of the organization.
1.5.Code of ethics and code of conduct.
• A code of ethics governs decision making and a code of conduct governs
actions.

• It is important to have either of these two because if the public views

someone as not trustworthy, it can compromise a professions reputation.
 1.6.How do I address an ethical issue in public
relations?

• One should address the public as quickly as possible, acknowledge and

admit the ethical issue. Do not pass the blame to someone else.

• Have your official spokesperson, outline a plan for the public, detailing
how you will ensure the ethical issue will not be a problem again
1.7.Importance of ethics in public relations.

• Public relations ethics are critically important because public relations

practitioners share with other professional occupations not only the ability
to significantly help{or hurt} their clients, but also the ability to greatly
influence stakeholders and society at large.
 1.8. Conclusion.

• An ethical issue could involve a bad decision or wrong doing that affects a
customer or anyone connected to the business or PR firm. Therefore, PR
representatives have the responsibility to act in an appropriate and just
manner with co-workers, clients and anyone connected to the business
they deal with, or the firm they represent.
 References.
• The 2012 book archive
• Creativity in public relations by Andy Green.
• Public relations and the Social Web by Robert Andrew Brown.