Ethics refers to “what is right or wrong, fair or unfair, just or unjust” It is the process of making correct decisions based on valid reasons. Every profession has principles that guide its operations. Ethics in Public Relations are the most crucial attribute that all professionals must possess. PR practitioners have to be cautious and ensure they conduct themselves ethically at all times, as PR is about building relationships and maintaining trust.
In public relations, it is imperative to provide trust between a company and its public. Providing false information to make a company look better is easy as it can improve its image; however, it is unethical and can result in a severe crisis in the long run. As a PR professional working for a client, one needs to consider: How will my actions impact my client’s reputation, your reputation, and the PR field as a whole? Therefore, Public Relations professionals must consider critical values that can help build relationships and maintain trust with the public. At Commken, we believe that honesty, transparency, and integrity are some of the fundamental principles guiding Public Relations practitioners.
Honesty cultivates trust, credibility, and authenticity. PR is about building relationships, which depends on trust. You cannot be a trusted source if you are lying. It’s essential to stay open to the public. On the other hand, transparency is quite an effective way to build likeability and loyalty with the public. It allows companies to avoid damage control situations with the press and their customers. In an era where fake news is rampant among companies and social media has promoted an open communication channel, PR practitioners can leverage this to promote two-way communication for their clients or organization to build and nurture positive relationships through transparent dissemination of information.
Additionally, integrity among PR practitioners is crucial because they are entrusted with a lot of confidential and sensitive client information. PR practitioners must demonstrate integrity in their work to gain and maintain their clients’ trust, thus leading to a favorable industry reputation.
In conclusion, emphasis on ethical behaviors in PR will enhance the industry’s reputation and build trust between practitioners and their clients. Public relations practitioners should, therefore, follow a code of ethics to provide reliable services to the target audience. They need to ensure that the codes of ethics are practically implemented for the benefit of all the stakeholders.