PR professionals can greatly influence what businesses say and do, what certain parts of the press report and ultimately have the ability to shape public perceptions. – As such it begs the question – can this be done in an ethical way?

“The Desire to succeed at any cost is washing over the world in a relentless wave of flying in the face of ethics and integrity”. The words of Bob Dilenschneider, Chairman of Dilenschneider Group, are questions many PR professionals question at some point in their careers.

Dick Martin and Donal K. Wright indicate in their book ‘Public Relations and Ethics’; the industry has rarely been considered ethical, the reputation of this industry has been perceived as negative. From the case of a leading public relations firm being exposed in a South African corruption scandal to PR spin doctors prepping governments for misleading information. One leading global PR group tricked food bloggers to attend a press dinner at an Italian restaurant under the pretence that it was prepared by renowned chefs. The bloggers later discovered they had been served frozen food instead. This PR stunt backfired resulting to the brand and PR agency having to publicly apologise for false advertisement. So where’s the ethics?

The History of Ethics in Public Relations

The approach of many US-based public relations practices from 1850-1905 were ethically questioned, as their messaging was often exaggerated and sometimes lacked truth. Edward Betrays, the so-called ‘father of public relations’ referred to this as ‘the public be damned era’. Many PR practitioners were aggressive in their publicity campaigns and this approach has much reflected the ethics in modern day public relations. However in 1906 leading PR expert Ivy Lee’s declaration of principles for public relations moved the approach from hyperbole and sensationalism to public information. He emphasised the importance of truth and accuracy.

What Has Changed Since?

Despite the negative history of the industry, it has evolved into being much more self-aware and ethical forms of communication models have been adapted. PR agencies are continuously transforming their approaches of communication by reviewing, developing practices. Today, many large PR agencies carry their own code of ethics. Codes of ethics in modern public relations organisations can vary greatly between agencies. Some of these codes of ethics aim to offer guidance of practical, professional nature towards agency practitioners. Other codes strive to identify general moral principles of ethical behaviour, such as focusing on dignity, respect and human rights. Academics continue to research ethics in PR and the impact of misleading and unethical campaigning on the consumer and businesses.

Remaining Positive

Shannon Bowen, academic professor at South Carolina University and speaker on communications argues that in order to practice ethical public relations, PR practitioners need to be taught into thinking and approaching the discipline with ethics. “To be ethical communicators and leaders, the power of public relations should be used to empower others – to facilitate wise decisions through providing information, by making a range of options possible and actionable, and by serving the interests of society – as well as those of clients.” She concludes that public relations can do a ‘social good’ in this manner.

PR professionals, good practice means avoiding personal biases, prejudice or selfishness and instead use a rational, considered approach, which can enhance the brand image.

Remember to carefully inspect the corporate audit of past communications strategies the client has had and to discuss the issues and challenges they may have faced a deeper understanding of these aspects, will facilitate PRs to produce a better, effective and ethical communications strategy, which promotes positive brand awareness.

At The PR Insider, we understand and value the ability to adapt and work closely with clients, journalists and stakeholders in a transparent and honest manner.

Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team [email protected]