Ethics? In PR?

I recently participated in an entertaining (for me, at least) panel discussion regarding ethics in public relations, sponsored by the Public Relations Society of America (PRSA). Specific topics ranged from what to do when the company/client you’re working for is insisting on some sort of unethical behavior to ethical considerations when communicating online – why are ethics any different online versus offline, I say.

One of the most interesting discussions centered on the following question: What do you do when you represent an organization that has a mission or strategies that clash with your personal morals (if quitting isn’t an option)?

First of all, quitting is always an option. At the end of the day, all we have in the PR biz is our integrity. If you don’t have that, you’ve got nothin’. So, quitting is always an option, even when it may seem as if it isn’t. If the choice is between quitting or doing something that will likely tarnish your professional reputation forever, the choice is obvious.

But, it’s often not that simple, thankfully. When you’re faced with an ethical dilemma in your organization it’s often not as easy as saying to your boss or CEO: “I’m right. You’re wrong.” They often don’t think about issues the same way we, as public relations professionals, think about the same issues. That’s not to say your boss or CEO is unethical. Their thought process is just different. So, you have to make the case. Refer to case studies – from your own companies or others – where certain decisions resulted in unintended consequences. Put yourself in their shoes and speak their language.

One of the other panelists, Gina Seamans from local PR firm Johnston Wells Public Relations, made a very good point – when it comes to professional ethical dilemmas, you’re not alone. Rely on a mentor from another company. Call the ethics chair of your local PRSA chapter. You can also visit PRSA’s Code of Ethics page for help.      --Larry