Public Relations: A Practitioner's Guide (part 7)

Ethics

by

Charles Lamson

The practice of public relations is all about credibility. Credibility, in turn, begins with telling the truth. Public relations, then, must be based on "doing the right thing"---in other words, acting ethically.

In the 21st century, with scandals materializing in every sector of society---from politics to religion, from business to sports---the subject of ethics is a pervasive one.

What precisely are ethics?

A sociologist posed that question to business people and got these answers:

• "Ethics has to do with what my feelings tell me is right or wrong."
• "Ethics has to do with my religious beliefs."
• "Being ethical is doing what the law requires."
• "Ethics consists of the standards of behavior our society accepts."
• "I don't know what the word means."

Classical ethics means different thing to different people. Ethics theories range from utilitarianism (i.e., the greatest good for the greatest number) to deontology (i.e., do what is right, though the world should perish).

 In one survey of 1,700 public relations executives, it was revealed that 25 percent of those interviewed admitted they had "lied on the job," 39 percent said they had exaggerated the truth, and another 44 percent said they had felt"uncertain" about the ethics of what they did ("In Public Relations, 25% Admit Lying," New York Times, May 8, 2000, C20).



That was reason enough to propel the public relations society of America (PRSA) to invest $100,000 in revamping its code of ethics. The code, underscored by six fundamental values that the PRSA believes vital to the integrity of the profession (Figure 1), demonstrates the significance of ethics to the practice of public relations. 

PRSA Member Code of Ethics 2000 PRSA Member Statement of Professional Values This statement represents the core values of PRSA members and, more broadly, of the public relations profession. These values provide the foundation for the member code of ethics and set the industry standard for the professional practice of public relations. These values are the fundamental beliefs that guide our behaviors and decision-making process. We believe our professional values are vital to the Integrity of the profession as a whole.  Advocacy We serve the public interest by acting as responsible advocates for those we represent. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate.  Honesty We adhere to the highest standards of accuracy and truth and advancing the interests of those we represent and in communicating with the public.  Expertise We acquire and responsibly use specialized knowledge and experience. We advance the profession through continued professional development, research, and education. We build Mutual understanding, credibility, and relationships among a wide array of institutions and audiences. Independence We provide objective counsel to those we represent. We are accountable for our actions. Loyalty We are faithful to those we represent, while honoring Our obligation to serve the public interest.  Fairness We deal fairly with clients, employers, competitors, Piers, vendors, the media, and the General Public. We respect all opinions and support the right of free expression.  *The public relations Society of America, 33 Irving Place, New York, NY 10003 - 2376

Figure 1 

PRSA's six values. The values of advocacy, honesty, expertise, independence, loyalty, and fairness form the basis of the PRSA ethical code. 

Are We Doing the Right Thing?

What exactly are ethics? The answer is not an easy one.

The Josephson Institute, which studies ethics, define ethics as standards of conduct that indicate how one should behave based on moral duties and virtues.

In general, ethics are the values that guide a person, organization, or society---concepts such as right and wrong, fairness and unfairness, honesty and dishonesty. An individual's conduct is measured not only against his or her conscience but also against some norm of acceptability that society or an organization has determined.

Roughly translated, an individual's or organization's ethics come down to the standards that are followed in relationships with others---the real Integrity of the individual or organization. Obviously, a person's ethical construct and approach depend on numerous factors---cultural, religious, and educational, among others. Complicating the issue is that what might seem right to one person might not matter to someone else. No issue is solely black or white but is rather a shade of grey---particularly in making public relations decisions.

That is not to say that classical ethical distinctions do not exist. They do. Philosophers throughout the ages have debated the essence of ethics.

• Utilitarianism suggests considering the greater good rather than what may be best for the individual.
• To Aristotle, the golden mean of moral virtue could be found between two extreme points of view.
• Kant's categorical imperative recommended acting "on that maxim which you will to become a universal law."
• Mill's principle of utility recommended seeking the greatest happiness for the greatest number.
• The traditional Judeo-Christian ethic prescribes loving your neighbor as yourself. Indeed, this Golden Rule makes good sense as well in the practice of public relations.

Because the practice of public relations Is misunderstood by so many, public relations people, in particular, must be ethical. They cannot assume that ethics are strictly personal choices without relevance or related methodology for resolving moral quandary. Public relations people must adhere to a high standard of professional ethics, with truth as the key determinant of their conduct.

Professional ethics, often called applied ethics, suggests a commonly accepted sense of professional conduct that is translated into formal codes of ethics.

The essence of the codes of conduct of both the Public Relations Society of America and the International Association of Business Communicators is that honesty and fairness lie at the heart of public relations practice. Indeed, if the ultimate goal of the public relations professional is to enhance public trust of an organization, then only the highest ethical conduct is acceptable.

Inherent in these standards of the profession is the understanding that ethics have changed and continue to change as society changes. Over time, views have changed on  such issues as discrimination, the treatment of women and minorities, pollution of the environment, concern for human rights, acceptable standards of language and dress, and so on. Again, honesty and fairness are two critical components that will continue to determine the ethical behavior of public relations professionals.

Boiled down to its essence, the ethical heart of the practice of public relations lies in posing only one question to management: Are we doing the right thing? In posing that critical question, the public relations officer becomes the "conscience" of the organization.

Often the public relations professional will be the only member of management with the nerve to pose such a question. Sometimes this means saying no to what the boss wants to do. Public relations professionals must be driven by one purpose---to preserve, defend, sustain, and enhance the health and vitality of the organization. Simply translated, the bottom line for public relations professionals must always be to counsel and to do what is in the best long-term interest of the organization. 

*SOURCE: THE PRACTICE OF PUBLIC RELATIONS, 10TH ED., 2007, FRASER P. SEITEL, PGS. 108-112*

end

PRSA Member Code of Ethics 2000

PRSA Member Statement of Professional Values

This statement represents the core values of PRSA members and, more broadly, of the public relations profession. These values provide the foundation for the member code of ethics and set the industry standard for the professional practice of public relations. These values are the fundamental beliefs that guide our behaviors and decision-making process. We believe our professional values are vital to the Integrity of the profession as a whole.

 Advocacy

We serve the public interest by acting as responsible advocates for those we represent. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate.

 Honesty

We adhere to the highest standards of accuracy and truth and advancing the interests of those we represent and in communicating with the public.

 Expertise

We acquire and responsibly use specialized knowledge and experience. We advance the profession through continued professional development, research, and education. We build Mutual understanding, credibility, and relationships among a wide array of institutions and audiences.

Independence

We provide objective counsel to those we represent. We are accountable for our actions.

Loyalty

We are faithful to those we represent, while honoring Our obligation to serve the public interest.

 Fairness

We deal fairly with clients, employers, competitors, Piers, vendors, the media, and the General Public. We respect all opinions and support the right of free expression.

 *The public relations Society of America, 33 Irving Place, New York, NY 10003 - 2376