{"id":3084,"date":"2021-08-25T06:14:16","date_gmt":"2021-08-25T06:14:16","guid":{"rendered":"https:\/\/scoreindia.org\/blog\/?p=3084"},"modified":"2021-08-25T07:14:06","modified_gmt":"2021-08-25T07:14:06","slug":"ethics-in-pr","status":"publish","type":"post","link":"https:\/\/scoreindia.org\/blog\/ethics-in-pr\/","title":{"rendered":"ETHICS IN PR"},"content":{"rendered":"
Public Relations<\/span>\u00a0(PR)<\/span>\u00a0is\u00a0<\/span>concerned with building<\/span>\u00a0and maintaining<\/span>\u00a0trust,<\/span>\u00a0credibility and reputation<\/span>. By its<\/span>\u00a0very nature<\/span>\u00a0PR is about\u00a0<\/span>\u2018<\/span>acting ethically<\/span>\u2019<\/span>,\u00a0<\/span>by\u00a0<\/span>doing the right thing.\u00a0<\/span>But what is the ‘right thing\u2019<\/span>\u00a0in\u00a0<\/span>this profession<\/span>?<\/span><\/div>\n
\u00a0<\/span>O<\/span>ften,<\/span>\u00a0a<\/span>\u00a0<\/span>PR professional<\/span>\u00a0is perceived<\/span>\u00a0as a manipulator,\u00a0<\/span>as\u00a0<\/span>somebody\u00a0<\/span>who distorts the reality<\/span>\u00a0and\u00a0<\/span>spins a persuasive message<\/span>.<\/span>\u00a0The underlying statement\u00a0<\/span>is<\/span>:<\/span>\u00a0ethics in public relations is an unreal possibility<\/span>, making it\u00a0<\/span>a profession<\/span>\u00a0that is undergoing an identity crisis<\/span>.\u00a0<\/span>This \u2018perception\u2019 of PR<\/span>\u00a0is farfetched from what we define as being\u00a0<\/span>\u2018<\/span>ethical<\/span>\u2019<\/span>.<\/span>\u00a0But, i<\/span>s this true?<\/span><\/div>\n
N<\/span>ot really.\u00a0<\/span>T<\/span>he historical development\u00a0<\/span>of PR<\/span>\u00a0<\/span>depicts<\/span>\u00a0a positive inclination towards more self-aware and ethical modes of communication.<\/span>\u00a0<\/span>In fact,\u00a0<\/span>the earliest proponents of\u00a0<\/span>ethical discourse\u00a0<\/span>in PR i<\/span>s\u00a0<\/span>Jo<\/span>h<\/span>n W. Hill<\/span>,\u00a0<\/span>the co-founder of the globally recognised<\/span>\u00a0<\/span>PR consultancy,\u00a0<\/span>Hill & Knowlton<\/span>.\u00a0<\/span>He<\/span>is is known to have<\/span>\u00a0<\/span>developed the philosophy of corporate responsibility and issue management<\/span>\u00a0and was an advocate of ethics in th<\/span>is<\/span>\u00a0profession<\/span>.<\/span>\u00a0<\/span>Indeed, e<\/span>thical behaviour is intrinsically required within\u00a0<\/span>PR<\/span>. This will be clear if we delve into<\/span>\u00a0the<\/span>\u00a0diverse<\/span>\u00a0role<\/span>s assigned to\u00a0<\/span>a\u00a0<\/span>PR<\/span>\u00a0professional<\/span>.<\/span><\/div>\n
First,<\/span>\u00a0a<\/span>\u00a0PR\u00a0<\/span>professional\u00a0<\/span>is an advocate for<\/span>\u00a0his\/her<\/span>\u00a0client<\/span>\u00a0and<\/span>\u00a0is a\u00a0<\/span>reliable<\/span>\u00a0source of\u00a0<\/span>counsel.\u00a0<\/span>In this regard, t<\/span>he role of ethics in building trust is very important<\/span>.<\/span>\u00a0This\u00a0<\/span>function of PR<\/span>\u00a0deman<\/span>ds a<\/span>\u00a0professional to be loyal and\u00a0<\/span>ethical<\/span>.<\/span>\u00a0In due process, t<\/span>here are certain ethical obligations that stem out both towards\u00a0<\/span>the\u00a0<\/span>client and the public.\u00a0<\/span>When a\u00a0<\/span>professional fails<\/span>\u00a0to fulfill these ethical<\/span>\u00a0obligation<\/span>s<\/span>, we see damage to public trust<\/span>.<\/span><\/div>\n
Second, a PR professional strengthens media relations.\u00a0<\/span>When we think\u00a0<\/span>of<\/span>\u00a0ethical practices, it is important to maintain the integrity of relationships with the media and to advance the flow of accurate and truthful information, that aids in informed decision-making in society.<\/span>\u00a0In addition, PR professionals should also preserve\u00a0<\/span>intellectual<\/span>\u00a0property rights as and when required.\u00a0<\/span><\/div>\n
Third, to foster a dynamic business environment, it is essential for PR professional<\/span>s<\/span>\u00a0to promote and respect fair competition among each other, while at the same time keeping in mind the\u00a0<\/span>principle objective\u00a0<\/span>of serving\u00a0<\/span>the interests of the\u00a0<\/span>masses<\/span>.\u00a0<\/span>A\u00a0<\/span>PR professional should avoid deceptive practices and be honest and accurate in all\u00a0<\/span>forms of\u00a0<\/span>communication.\u00a0<\/span>In a way, PR professional are a voice of conscience and contributes to the good in society.<\/span><\/div>\n
<\/div>\n
Related Post – Trust in Public Relations<\/a><\/div>\n
<\/div>\n
A<\/span>s we witness the evolution of the discipline of PR<\/span>, we see\u00a0<\/span>numerous<\/span>\u00a0code of conducts emerging in major professional associations, such as\u00a0<\/span>the Global Alliance for Public Relations and Communication Management, the International Public Relations Association (IPRA<\/span>) and\u00a0<\/span>the Public Relations Society of America<\/span>,\u00a0<\/span>that<\/span>\u00a0deals with the values of honesty, loyalty, fairness and advocacy.<\/span>\u00a0<\/span>However<\/span>,<\/span>\u00a0at the same time, we should not assume that\u00a0<\/span>these<\/span>\u00a0codes of conduct<\/span>\u00a0<\/span>are<\/span>\u00a0the ultimate guide to ethics in Public Relations.\u00a0<\/span>These<\/span>\u00a0are<\/span>\u00a0<\/span>designed to help PR professionals<\/span>\u00a0to<\/span>\u00a0carry out their ethical obligations<\/span>\u00a0and are not static in any way!<\/span><\/div>\n
To conclude, in<\/span>\u00a0a practice as dynamic as Public Relations, it is essential to commit to ethical practices.\u00a0<\/span>In this regard, i<\/span>t is essential for young professionals and students to be trained in ethical t<\/span>hinking<\/span>\u00a0because PR can only be ethical when its\u00a0<\/span>practitioners<\/span>\u00a0are!<\/span><\/div>\n
–Dikshita<\/strong><\/div>\n
\n

\"\"

She can be reached at\u00a0@Dikshita__<\/a>\u00a0on Twitter and as\u00a0Dikshita Kaiushik<\/a>\u00a0on LinkedIn<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

[\u2026]<\/span><\/p>\n","protected":false},"author":1,"featured_media":3701,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3084","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"\nImportance of Building and Maintaining Trust Ethics in PR<\/title>\n<meta name=\"description\" content=\"Public Relations (PR) is concerned with building and maintaining trust, credibility and reputation. 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