PR Ethics

A mathematician, an accountant and a public relations officer all applied for the same job with a large company. The interviewer called in the mathematician first and asked, "What does two plus two equal?" The mathematician replied, "Four." The interviewer asked, "Four, exactly?" The mathematician looked at the interviewer incredulously and said, "Yes, of course: four, exactly." Then the interviewer called in the accountant and asked the same question, "What does two plus two equal?" The accountant said, "On average, four - give or take 10 per cent; but on average, four." Then the interviewer called in the public relations officer and again posed the same question, "What does two plus two equal?" The public relations officer got up, locked the door, closed the shade, sat down next to the interviewer and whispered, "Well, what do you want it to equal?"

 and we are talking about ethics ;)




Public relations activities of influence -- and that includes such simple activities as communications meant to educate -- are being closely scrutinized. The general public is on our case . . . the news media is on our case . . . even we are on our own case.


At a time when the public relations profession is most needed, at a time when institutions and values are being attacked from all sides, we are taking our lumps -- and mighty big lumps they are. "Spin doctors," "PR ploy," "PR maneuver," "PR effort" -- these denigrating epithets abound in the news media and in normal, daily conversations between normal, educated citizens. More and more, people are paying attention to what we as public relations professionals are doing. And more and more, they're calling us on actions they consider unethical.


Let's face it, folks. The "ethics police" are here. They're outside your door, they're on the street, they're in their homes, they're in front of their TV sets, they're in their cars listening to their radios . . . why, they're even in your own offices. Every minute of the day, every day of the year, know that you are being watched. The ethics police are looking hard for conflicts of interest, they're looking hard for improprieties, they're watching for a slip-up, they're itching for a fight, they're waiting to pounce.


But they do have every right to. After all, public relations is an advocacy profession. Our ultimate goal is to influence public opinion. Our ultimate objective is to get people to take positive action on behalf of our client, organization or cause. And that in itself is controversial.


Ethics Defined


According to Stephen E. Lucas, “Ethics is the branch of philosophy that deals with issues of right and wrong in human affairs”.


Denis L. Wilcox adds, “It is expressed through moral behavior in specific situations. An individuals conducts is measured not only against his or her conscience but also against the norm of acceptability that has been societally, professionally or organizationally determined.”


Even though ethics can be defined, there is also controversy surrounding ethical behavior. What constitutes “some norm of acceptability?” Ultimately it is the individual who acts upon his or her value system to make decisions about what is right or wrong.


However, his or her actions may or may not be perceived by someone else as ethical behavior.


The Importance of Ethics in Public Relations


Common sense would dictate that anyone working as a public relations practitioners would wish to establish a reputation for being honest and trustworthy. Nothing would create suspicion and doubt with clients and/or their constituents more then fraudulent, deceptive and dishonest practices.


Leeper states that ethics must be central to public relations. She goes on to explain that the field public relations functions as the conscience of management. The role of the practitioners is to advise their clients of the effects the clients decisions and to help them determine if their actions not only support the organization but are also in the best interest of everyone their decisions affect. However where does social conscious fit into the scene?


Practitioners have a responsibility to advise his/her clients of the clients decision. At times the client might have to walk a fine line pleasing the clients, the clients constituents, the practitioners agency and at the same time keeping in touch with his/her value system.

• PR's "Advocate Trilemma"
  
• We public relations professionals have a problem. It's something known as "The Advocate Trilemma."
  
• As counselors, we need to know everything about a company, organization or cause. This is indisputable. We cannot fulfil our responsibilities without this knowledge. And yet, because of our loyalties to our employer or client, we must keep it confidential.
  
• No matter how open and candid we wish to be, there are some things (e.g., trade secrets, business strategies, employee information) that must be kept in confidence.
  
• And yet, as the conscience of business, as the company's liaison with the public, we have a duty and obligation to reveal it to the public, even if we could lose our job or hurt others -- including our own dear family members -- in the process.
  
• Which brings us to a defining question for public relations practitioners: "What is the threshold beyond which an advocate may not ethically go? Is there some point at which we can say "It is ethical for me to do this one thing, but if I change this one particular element a mere 0.01%, then it becomes unethical"?
  
• Where then is the line beyond which public relations counselors are morally obligated to sacrifice self and client for a larger social good? And if such a line exists, then how to we know when we've crossed it?

Some Broad Solutions

• If you belong to a professional organization—communications/public relations-related or otherwise—make sure it has an ethics code with teeth, one that obligates its members to abide by, upon pain of expulsion. Live by its code.
  
• Finally, if you are in a counsellor's position, or any position of influence in your organization, make sure you are included whenever organizational policies are reviewed and formulated.
  
• There are no simple solutions in the public relations ethics. Wending your way through the ethical minefield requires continual monitoring of current social conditions, continuous two-way communication with all stakeholders, constant monitoring of organizational behaviour vis-à-vis its policies, an increased awareness among public relations professionals and management that ethical performance makes for long range stability, and a never-ending effort to achieve ethical performance in order to achieve effective public relationships.
  
• It comes down to this -- Choices, Choices, Choices. Make the right choice and you're a hero. Make the wrong choice and people get hurt. And it's your fault.
  
• In public relations ethics, there are no right or wrong answers. There are only courageous decisions. In public relations, you need to take every risk you can. I believe that it is unethical for a public relations professional to fear failure. In public relations -- as in life -- we need to make courageous decisions, day-in and day-out.
  
  
  Serving The "5 Masters"
  
• There are no simple solutions to the public relations dilemmas you will face. But there is a simple guide and you can call it "Serving the 5 Masters."
  
• In their book, Public Relations Ethics, Philip Seib and Kathy Fitzpatrick talked about five duties of public relations professionals. These are the 5 Masters that I referred to -- self, client, employer, profession and society.
  
• When faced with an ethical dilemma, look first within yourself at your own values. These will guide decisions based on what you truly believe is right or wrong (remember "deontology"?). Ask yourself, "Can I sacrifice my own personal values for the client, for my employer, for my profession, or for society?"
  
• The client is generally the first loyalty beyond self (you can substitute the word "organization" if you don't do work for clients). Decide if you are doing work for the client or organization, or if it's for the "cause" that they represent. Remember—as long as you work for a client, there are some confidences that you must keep. Ask yourself, "Knowing what I know, can I represent the client, do what has to be done, and still sleep well at night?"
  
• Your employer signs your pay check. No work, no public relations ethics decisions. It's as easy as that. But if you knowingly allow harmful work to continue, you'll be violating your duty to the public, which many would agree takes precedence over duty to employer. Ask yourself, "Is the work I'm being asked to do harmful to the public?"
  
• As a public relations professional, you are obligated to support your colleagues. You are obligated to be responsible to your peers. To produce unprofessional work is unethical. Allowing others to produce unprofessional work borders on being unethical. Ask yourself, "Is what I'm about to do professional? Is it what my role models would do?"
  
• Finally, society is the key component to ethical public relations decisions. We must serve the public interest. I believe that this particular master takes precedence over all the others, including self. Ask yourself, "Will my decision benefit society, even if I hurt myself, my client, my employer or my profession?"
  
• That is the toughest question to answer. But nobody said this was easy. There are no right or wrong answers. There are only courageous decisions.
  
  
  LECTURE NOTES