Ethics in Public Relations

2. ORIENTATION OF ETHICS
• Socrates (the greatest Greek philosopher) the
father of ethics and inquiry derived the term
ethics from the Greek ethos, meaning
custom or character.

4. What is ethics?
Ethics aren’t something we have;
they’re something we do.
• beliefs about right and wrong that
guide the way we think and act.
• focuses on questions about what is fair
or unfair, good or bad, responsible or
irresponsible, and the like.´
(jaksa and pritchard cited in
wilcox, p.182)

5. Definition:
Internet encyclopaedia of philosophy
‘’ The field of ethics (or moral philosophy) involves
systematizing, defending, and recommending
concepts of right and wrong behaviour.’’

6. Why ethics are needed in public
relations ??

7. Initially ,The practice of public relations is all about earning
credibility.
-Credibility, in turn, begins with telling the truth.
- Public relations, then, must be based on ‘doing the right
thing’ – in other words, acting ethically.’
(Seitel, 2007, p.108)
Evolution of public relation
With the evolution of technology, public relations has a
reputation for unethical behavior, creates misinformation, distort
images to perpetuates reality and to mislead the public.
here, the need of ethics arises.

8. Why ethics are important ??

9. Types of ethics
There are two types of ethics
1. Individual ethics
2. Business ethics

10. Individual ethics
• They must have the will to be ethical,
intending not to injure others but
rather t be honest and trustworthy
• They must take every effort to avoid
actions that would have adverse
consequences for others

11. Business Ethics
• Business ethics involve applying a
moral framework to the way
organizations do business.
• Business ethics are often codified
into a set of rules or formal system;
then they are openly adopted by
people in that profession.
• Some work ethics include time
management, punctuality,
transparency, and confidentiality.

13. How ethics translate into conduct in Public
relation
Since ethics involves the discipline of
examining good or bad practices, within the
context of morals, then moral conduct is
behavior of right or wrong.
“Conduct is the action we exercise in
relation to ethics.”

14. So how do we determine the
right conduct as PR and
communications professionals?

15. code of ethics
The PRSA has an established code of conduct and guidelines to help us navigate ethics
and conduct in public relations.

17. Ethical issues in PR
Ethical issues in PR is accused of:
• Withholding information from the public
• Directly and indirectly paying for ‘independent’, ‘objective’
views and opinions
• Biased approach and loyalty
• Distorting the reality
• Propaganda
• Bailing out and promotion of questionable industries and
organizations
• Pseudo-events

18. Free flow of Information
 Protecting and advancing the free flow of accurate and truthful
information is essential to serving the public interest and contributing
to informed decision making in a democratic society.
 Do not give an expensive gift to a journalist as a bribe so that he or she
will write favorable stories about the organization or its product or
services

19. Competition
• Healthy and fair competition among
professionals should take place within
an ethical framework
• You should not disparage your
competition or spread malicious
rumors about them to recruit
business or to hire their employees

20. Disclosure of Information
 Open communication fosters informed decision making in a
democratic society
 Intent is to build trust with public by revealing all information
needed for responsible decision making
 Be honest and accurate in all communications

21. Conflicts of Interests

22. Safeguarding confidences
 Client Trust Requires Protection of Confidential, Private
Information
 Improper to Change Jobs and Use Confidential
Information in a New Position to benefit the competitive
advantage of new employer

23. Rotary Four Way Test
• Rotary International gave four way test
for ethical decision making
• Is it the true
• Is it fair to all concerend
• Will it build goodwill and better
friendships
• Will it be beneficial to all concerned

24. Ethics given by professional Organizations
• No single standard of ethical practice
• No enforceable “rules” or governing body
• Several guidelines for ethics in PR
The Public Relations Society of America
International Association of Business Communication
The International Public Relations Association

25. Codes for specific situations
Financial Information
• Exercising independent professional judgements
• Keeping track of company affairs and all investor laws and regulations
• Ensuring full and fair disclosure

26. Video news releases
Information contained in a VNR
must be accurate and reliable.
Intentionally false and
misleading information must be
avoided
The sponsor of the release must
be clearly identified on the tape
Persons interviewed in VNR
must be accurately identified by
name, title and affiliation in
video