PR Ethics on an individual level

Every Public Relations organisation has a code of ethics which the members are expected to abide. The primary objective of this code of ethics is to form guidelines to educate members on how they should conduct themselves in their professional lives.

Despite these guidelines, ethics in individual practice is deeply troubling for PR professionals and consistent violation has been a matter of debate for years. Most critics have complained that the ethics ‘have no teeth’ and one cynic as quoted by PR Sourcewatch says,

‘real ethical behavior is expensive, and that's where the PR industry's ethical dilemma
originates. All of the major public relations firms routinely engage in unethical practices and they don't do it because they are evil people. They do it because their wealthy clients have problems, and cleaning up their image is often easier and cheaper than cleaning up their mess’.

True, real ethical behaviour is expensive not just in PR but in every profession. Mc Donalds' management for instance has been trying to distance themselves from claims that they promote junk food which is unhealthy and causes obesity. They have tried to cover up the crisis by introducing healthy meals which doesn't really solve the problem in the first place as most of their food is still classified as junk food. But is there an ethical way of trying to increase profits for a company that makes unhealthy food that causes disease and even death?

This is a practical example of some of the questions that a true PR professional should address before venturing into a career. Ethics in PR must begin with the individual. They must be true to themselves and adhere to their own morals and principles. Only then will the industry be in a position for regulation.