Ethics in the World of Public Relations
In our principles of public relations class, we had a really interesting discussion about ethical dilemmas and the ways we would handle them. As I went through each situation in my head, I realized that some of my answers were different from some of my classmates. I was thinking of them as a regular person, but as a public relations practitioner as well. This got me to think, how can I be ethical to myself and ethical to the public relations community I will soon be a part of? Tim Tuck, our program professor, has been teaching us about ethics in the public relations sphere, and I have learned a lot about how to deal with this dilemma and the important elements I must incorporate into my career. Here is what I learned about ethics in the world of public relations.
1. Spin Doctors No More!
Spin doctors, low ballers and flacks. These are all words that have been used to describe public relations professionals. They're not nice ones, that's for sure. These nicknames come from the idea that public relations practitioners bend the truth when they need to, and do not display the whole picture to the public when they must. This is all a lie! Being truthful and credible is one of the most important things to someone practicing public relations. The bond that we must obtain with journalists, the public and even our clients is critical, and one ounce of a lie can ruin that bond forever. Ethics is a crucial element to public relations and if we all forget that, there could be consequences. It is so important, that there are two codes of ethics that we are all encouraged to follow. The CPRS Code of Professional Standards and the IABC Code of Ethics for Professional Communicators are there to guide us on our ethical path, and ensure that we aren't the spin doctors many people think we are. They're essentially commandments, except if you don't follow them you won't be executed.
2. Libel Suits Do Happen!
Now, I always knew that if someone from the press said awful things about a credible person, they would get upset and that's probably it. However, I did not know that it could go as far as suing people. Defamation of character is a real thing, and happens more often than I thought. Public relations is an industry that is always busy, so when a reporter is in your face asking for a comment on your clients recent scandal, it is going to take a lot to hold everything back and speak clearly. But you must! If not, you have your clients and the situation's reputation at risk. If you speak wrongfully on behalf of your client, this can lead to distrust, a firing and your reputation being disgraced. You lost your job and dignity, but you can lose some money too. People have every right to sue if they believe they were represented in a bad manner that causes hatred from the public, or were spoken of in a wrongful manner. This is why it's important to be calm, cool, and truthful. I know I will be.
3. Gifts are Not Good!
Giving people gifts is seen as a thankful gesture that everyone loves. This is not the case in public relations. When a journalist covers our story or a news anchor lets our client be known on their 6 o'clock broadcast, it's an exciting feeling and you're going to feel grateful. Express your gratitude with a thank you. Gifts are not allowed to be given to anyone in this field. This includes physical gifts, parties and even personal favors. It is unethical, and may influence the recipients behavior moving forward. Yet, these rules will not follow you everywhere around the world. For example, journalists in the Middle East are often more inclined to use your news release if it is accompanied with a gift. Needless to say, it is always important that you know your rules and regulations before you proceed to gift giving. For all you know, it could be the last move you make as a professional.
4. Make your Decisions Wisely!
Being in public relations means you're probably going to be making many decisions. Sometimes these decisions won't be easy, but they will be made with clarity. You may be wondering, how you can make decisions that are good for you, but also everyone else? There are four things we should look at before making our final decisions.
- The public interest
- The employer's interest
- The standards of the public relations profession
- Your personal value
This may seem like a lot to take into account, but the overall decision you make will be a good one. In order to balance all of these considerations, we can weigh out the pros and cons. Analyze the consequences that follow, and ensure that you are being truthful to yourself and the rest of those involved. If even one group is not being though of and put into your decision, your choices will be flawed. Don't let this scare you! Once you figure out what is best for everyone, the decision will be great.
Good luck!
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