The practice of Public Relations is intertwined with the
observation of ethical codes. This is because the profession on its own largely
engages a number of people being different stakeholders for an organization.
Therefore, managed and considerate communications should be
practiced in the field as it is the universal common law of human interaction.
Also, with good mannered and ethical Public Relations personnel, an
organization can create strong ties with different stakeholders, acknowledging
the professional and ethical conduct of the Public Relations officer.
Communication in Public Relations goes far beyond mere talk.
Its communication feature entails written documents as well as spoken words,
therefore, careful scrutiny has to be done to the choice of words used as it
can either make or break the organization’s image, performance as well as the
productivity level of socio-economic ties of the organization.
Nonetheless, sometimes Public Relations people are wedged in
a situation that presents ethical issues in a challenging and distinctive way.
These are situations where the PR practitioner will be caught in between
protecting the organization’s reputation and brand image and at the same time
protecting the integrity towards the public and upholding the trust that the
public has for the organizations. It is such cases when the dilemma presents both
sides as ethical decisions to make.
Thus, PR practitioners have to ensure they advance the flow
of true and accurate information, protect private and confidential information,
avoid conflict of interest and work to strengthen the public’s trust towards
the organization. When such cases arise, where there is need for accurate
information that would jeopardize the organization’s trust from its publics, a
practitioner should avoid saying ‘no comment’ and being quick to close the
public and media out of the picture.
It is that ‘no comment’ that creates room for speculation
and rumors, which spread vigorously like fire with no good end to the
organization’s reputation. It is better to admit impediments and apologize,
taking responsibility of the cause and owning up to responsibility for finding
a resolution. It may not represent the organization well, but the public will
eventually acknowledge the sincerity of the organization and pledge back their
loyalty. Unlike if they do not and the issue drags n with media and activist
groups ‘attacking’ the organization.
In a nutshell, it can be said that prevention is better than
cure. That it is best to always keep on the good side, but at times crisis come
our way even on the good side, then there will be need to resolve the problem
in the most decent, humane and ethical manner. Therefore, practitioners should
zero in on putting values and principles into play for daily tasks and
challenges.
