The principle of ethics is thrown around loosely when it comes to Public Relations. Many believe they are simply two mutually exclusive terms that cannot be used in the same sentence. However throughout my time at my internship I have discovered that not only are ethical practices used, they are the underlying factor to all decisions made by PR practitioners.
Throughout my studies at university we have been strongly taught the importance of ethical behavior in the workforce. In all units we are asked to consider the ethical thinking behind all the decisions we make throughout both university and in our day to day life. Seeing these theories play out in the real working environment was an eye opener to me and really reinforced the teachings I learnt throughout university.
During my internship I came across a very real ethical dilemma in which the consultancy had to choose between monetary rewards and ethical responsibility. The consultancy was approach by a Not-for-Profit organization needing help with their upcoming large fundraising ball. The company could not afford the standard large fee of the company’s services but asked if they would reduce the fee for the charity. The consultancy was put in a difficult situation as they can only take on a limited amount of clients due to scarce resources. Ultimately the consultancy agreed to help the charity at a subsidized fee.
As communication professionals we have the upper hand on the public and are in a privileged position in society. As well as conducting a profitable business we have a social responsibility to give back to society and better the world. The knowledge and skill set of the consultancy had so much to offer the charity and presented them with an excellent media strategy. All though for a consultancy it is not viable to offer their services to all Not-for-Profit charities it is ethically responsible and presents their practice in a positive light if they are able to make a small difference to those in need.
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