4. Personal Ethics

At the heart of any discussion of ethics in public relations are some deeply troubling questions for the individual practitioner. Some examples include:

Will he or she -

1. Lie for a client or employer?

2. Engage in deception to collect information about another practitioner's clients?

3. Provide information that presents only part of the truth?

4. Offer something (gift, travel, or information) to reporters or legislators that may compromise them?

5. Present true but misleading informatiion in an interview or news conference that will mask some unpleasant fact?

Many public relations practitioners find themselves forced to respond to questions like these. Even though most report that they are seldom pressed to compromise their values, the questions are still asked. Maintaining ethical standards is the key to establishing trust relationships with employees, employers, clients, media contacts, and others. Practitioners believe it is generally unethical to criticize each other’s actions publicly.

The PRSA has established a Code of Professional Standards for the Practice of Public Relations. In general, this voluntary code calls for truth, accuracy, good taste, fairness, and responsibility to the public. The question of personal ethics, however, is less controversial than the general issue of business ethics. It is relatively easy to agree in abstract terrns that individual professionals have a duty to behave ethically. Unfortunately, translating these abstract concepts into rules governing business practice in a competitive environment has not been so easy.

2.Find all the abbreviations in the text, decode and translate them.

3. Answer the questions to the text.

1. Why is ethics an area of particular concern for public relations?

1. J.Montgomery. “The Image Makers”. The Wall Street Journal (August 1, 1978).

2.Are legal and ethical issues closely related in public relations practice?

3.What are are some deeply troubling questions for the individual practitioner at the heart of any discussion of ethics in public relations?

4.Do you think it is ethical to criticize each other’s actions publicly?

4. Ask your partner your own five questions on the text.

2.1.Read the text paying attention to your time of reading.

PRSA Code of Professional Standards for the Practice of Public Relations

Declaration of Principles

Members of the PRSA base their professional Public Relations principles on the fundamental value and dignity of the individual, holding that the free exercise of human rights, especially freedom of speech, freedom of assembly, and freedom of the press, is essential to the practice of public relations. In serving the interests of clients and employers, we dedicate ourselves to the goals of better communication, understanding, and cooperation among the diverse individuals, groups, and institutions of society, and of equal opportunity of employment in the public relations profession.

We pledge:

To conduct ourselves professionally, with truth, accuracy, fairness, and responsibility to the public;

To improve our individual competence and advance the knowledge and proficiency of the profession through continuing research and education;

And to adhere to the articles of the Code of Professional Standards for the Practice of Public Relations as adopted by the governing Assembly of the Society.

These 17 articles on the next page have been adopted by the Public Relations Society of America to promote and maintain high standards of public service and ethical conduct among its members.