Ethics In Public Relations

Ethics are an important facet in all aspects of society. They are social and professional rules that go beyond laws, which are usually far easier to interpret. Anyone working in media or communication deals with ethical dilemmas all the time, and since much of what these people do is in the public spotlight, it is important for them to practice proper ethics standards at all times. 

But why are ethics important? Without ethical guidelines, the industry is vulnerable to corruption, an issue already plaguing so much of society.

A hot ethical topic in the public relations world is the phenomena of “pay-to-play journalism.” Pay-to-play journalism is an undisclosed exchange of value, some might call it a kickback or bribe, between public relations professionals and journalists. It’s the undisclosed exchange of value that is considered unethical here. 

In 2009, the PRSA updated its Member Code of Ethics and published commentary on the issue stating, ”The code now specifies that public relations practitioners must disclose any exchange of value with journalists that is intended to garner or influence editorial coverage.”

According to the PRSA’s Code of Ethics, it does not appear that offering journalists incentives including cash, gifts, travel, or favors is unethical, so long as it is fully disclosed to the public. This goes in line with the PRSA’s prime ethical objective, which is to promote integrity and transparency throughout the industry. 

Ethics obviously play a vital role in the world of communication and public relations, but some say that the strict ethical guidelines followed by the industry professionals have not always been so strict. Shannon Bowen, a researcher at the University of South Carolina who specializes in PR, wrote an article for PRWeek discussing how the obsession with ethics in the PR world is a recent occurrence. Bowen says that having ethics courses be required in public relations degree plans is also a new trend. Bowen suggests the recent rise of interest in ethics is because of the general public’s increasing awareness of how corrupt many parts of society (politics, banking/finance, and private corporations) really are. 

To add to Bowen’s thoughts, I think the internet has played an incredibly important role in the enlightening of the masses. Information can move from any source, to any consumer instantly now. Information is controlled by “fat-cats” and powerful people far less than it was before the internet. The public eye can now peer deeper into places it once was not able. The “opaqueness” of government and corporate America is being destroyed, and transparency is becoming a major concern for more and more average people. 

In just the past year, the issue of transparency became front page news and is a common discussion topic amongst Americans. The ethical models, of not just the public relations industry, but all industries will be tested and surely reformed over the next several years. I believe it is important these guidelines are taught and instilled in all primary and secondary students before graduating and moving into the real world. Proper ethical guidelines need to become a social standard if society wants to call itself civilized.

Citations:

 "PRSA Speaks out on "Pay for Play," Strengthens Code of Ethics' Transparency Provisions." PRSA. N.p., n.d. Web. 27 Jan. 2014. http://www.prsa.org/SearchResults/view/8138/105/PRSA_speaks_out_on_Pay_for_Play_strengthens_Code_o#.UuXb2GTnY18

 Bowen, Shannon. "Explaining PR's 'newfound' Interest in Ethics." - PRWeek US. PRWeekly, 13 Sept. 2013. Web. 27 Jan. 2014. http://www.prweekus.com/explaining-prs-newfound-interest-in-ethics/article/311265/#