Public Relations Ethics

Presented byBrett Atwood

The Importance of Ethics

Complaints About PR• Misleads the public• Perpetuates Images Over Reality• Creates Misinformation• Creates Barriers to Communication

Complaints about PR as Marketing Communication

• Encourages Materialism• Manipulates People• Excessive• Offensive or in Bad Taste; Debases our

Language & Culture

Complaints about PR as Marketing Communication

• Deceptive• May Encourage Harmful Activities• Contributes to Product Cost• Reduces Competition; Creates Barriers to

Market Entry

Benefits of PR

• Advocates Organizational Adjustment & Adaptation

• Contributes to an Informed Public by Making All Points of View Known

• Aids in Problem-Solving Processes, including Conflict Resolution

• Serves a Media Support Function

Benefits of PR as Marketing Communication

• Promotes Competition and Makes New Brand Entry Possible

• Results in Consumer Awareness of Products & Services

• Supports Media

What are Ethics?

• Definition: Moral Philosophy, Values; Dealing with Moral Duty or Obligation– Conforming to Professional Standards

• Ethics Concern Questions of “Right or Wrong,” “Fair or Unfair,” “Good or Bad” and/or “Responsible or Irresponsible”

What are Ethics?

• Ethical Questions Often Raise Issues Related to Trust and Reputation

• Questionable Behavior Begs the Question: “Can I Trust Your Organization at All?”

What Are Ethics?

• Practitioners Must Balance or Satisfy:– The Public’s Interest– Employers’ & Clients’ Expectations– Professional Code of Ethics– Their Own Personal Values

Ethical Considerations

• Many Ethical Dilemmas Concern the Truth• Personal Ethics Usually Begin Where Laws End– It May Be Legal, But Is It Ethical?

• If an Action is Legal, Many Practitioners Also Consider It Ethical

Legal Challenges

• You will have legal responsibilities in PR• Overview of things to avoid:– Political lobbying without disclosing source of

funds– Engaging in any illegal activity or encouraging your

client to engage in illegal activity– Disseminating information that is misleading,

untrue or damaging

Example: Fleishman-Hillard

• PR firm Fleishman-Hillard sued by the city of Los Angeles for false accounting and over-billing– Settled for $5.7 million in 2005

Example: British Airways

• British Airways suspended its head of PR after he collaborated with other major airline companies to determine a strategy relating to fuel surcharges – Several lawsuits have been filed claiming that the airline

colluded with other companies for price fixing

Example: Shandwick

• An employee of PR firm Shandwick Worldwide forged the signature of Florida governor Jeb Bush on a letter opposing an anti-gambling campaign– The employee Matthew Blair had tried to get approval

first, but was refused

Example: Procter & Gamble

• There is an investigation of Procter & Gamble’s Tremor viral marketing site

• Over 250,000 “opinion leader” teens use the site

• Debate exists over whether those teens should disclose their connection

Example: Nike

• Nike was sued over false PR campaign that sought to dispel reports that it uses Asian sweatshops

• Suit claimed that Nike deliberately obscured several facts as it mounted a campaign promoting “corporate responsibility”

Example: Nike

• Court found this to be a case of “commercial speech,” rather than “free speech”

• Thus, since the campaign was commercial, it did not fall under the First Amendment’s protection of “free speech”

Ethical Considerations

• Some Questions to Consider:– Who are We Trying to Influence and Why?– What Do We Have to Say or Do to Win Their

Support?– What are the Possible Positive & Negative Results

of Our Actions?

Different Ethical Opinions

• A Practitioner’s Job is to Serve as a Client Mouthpiece Regardless of Personal Views

• I Can Work for Clients/Employers Holding Opinions at Variance with My Own as Long as they Don’t Affect My Work

• You Should Quit or Decline Jobs that are Counter to your Personal Views

Ethics and PR

• Some PR writers are accredited members of the PRSA

• These PR officials will earn the APA distinction

• If a PR writer is APA accredited, then they must adhere to certain ethical standards

Code Overview

• They must adhere to the highest standards of truth

• They must give credit where it is due• They will not knowingly disseminate false

information

ADVOCACY

• We serve the public interest by acting as those we represent.

• We provide a voice in the marketplace of ideas that aid informed public debate.

HONESTY

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

EXPERTISE

• We acquire and responsibly use specialized knowledge 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, peers, vendors, the media, and the general public.

• We respect all opinions and support the right of free expression.

PRSA Code of Ethics Core Principles

• Free Flow of Information– Protecting & Advancing Free Flow of Accurate,

Truthful Information– Improper to Give a Gift to Journalist to Influence

Coverage or Review

PRSA Code of Ethics Core Principles

• Competition– Promoting Healthy & Fair Competition Among PR

Professionals– Improper to Give Inside Information to a Firm

Competing for an Organization’s Business

PRSA Code of Ethics Core Principles

• Disclosure of Information– Open Communication Fosters Informed Decision

Making– Improper to Implement Campaign on Behalf of an

Undisclosed Interest Group

PRSA Code of Ethics Core Principles

• Safeguarding Confidences– Client Trust Requires Protection of Confidential,

Private Information– Improper to Change Jobs and Use Confidential

Information in a New Position

PRSA Code of Ethics Core Principles

• Conflict of Interest– Avoiding Conflicts of Interest Builds Trust of

Clients, Employers and the Public– Improper to Fail to Inform Prospective Client That

You Represent a Competitor

PRSA Code of Ethics Core Principles

• Enhancing the Profession– Work to Strengthen the Public’s Trust– Improper to Promote a Product as Safe When

Evidence Suggests It Is Not

Other Codes and Policies

• Codes in Advertising:– American Advertising

Federation– Assn. of Better Business

Bureaus Int’l• All ads should be

truthful