Part Two: Is it the ethical thing to do?

It would not be bold to state that in recent years Public Relations (PR) has faced difficulties within complex and diverse working environments. Historical trends such as WWI & WW2 have contributed to some PR practices being seen as unethical. I choose to believe the definition of PR has developed from lying and spinning over the years, however not all agree.

But what is the concept of ‘ethics’ and does this exist within PR? The BBC defines ethics as “a system of moral principles. They affect how people make decisions and lead their lives.” This includes what is good or bad, right or wrong and our rights and responsibilities.

Within the public relations discipline we follow our own code of conduct. This is known as the pillar of public relations:

1. ·   Veracity (to tell the truth)
2. ·   Non-malfeasance (to do no harm)
3. ·   Beneficence (to do good)
4. ·   Confidentiality (to respect privacy)
5. ·   Fairness (to be fair and socially responsible)

Many critics argue this framework cannot exist within public relations as the practice itself parallels propaganda and spin. L’Etang (2009) identified these critics to be involved in media and cultural studies. Marketers (Eden 2007, Fill 2006) tend to define PR as a credible source.

Tony, in response to your comments on my previous blog - I understand that within an organisational context it may be difficult to spot how propaganda can differ from public relations.  There is an illusion that organisational ethics and PR ethics are one and the same – Patricia Parsons (2008) explains that PR ethics is focused on “ethical implications of strategies and tactics” to solve PR and communication issues of an organisation. In contrast it could be said that it is related to the ethical implications of business practice and policies. My opinion lies in tandem with Parsons’ – although related, to assume that they are one and the same is to assume that PR ethics fail to exist at all.

Taking the ethical high ground may seem easy on paper but in reality this requires much deliberation and possibly a cold compress to soothe your aching head. PR can be defined in many ways due to its evolving nature. Each situation is unique and therefore a strict code of conduct cannot always be clear cut.

Imagine you work in the PR department for the NHS and you are asked to write a statement regarding a recent incident between two patients in your local hospital. You have a responsibility to tell the truth, but how can this be executed without harming those involved in the incident and exposing an issue they may regard as private? What do you do? Pick the side of veracity or confidentiality, or do you hold back some facts to satisfy all parties? Not so clear cut now, is it? PR representatives involved in the NHS face ethical dilemmas regarding how to address their publics.

Parsons (2008) states that “being able to do something is simply a matter of acquiring and using the necessary expertise; knowing when you should do something relies on your own ability to make ethical decisions”.

Used amongst communication practitioners, The ‘Potter Box’ coming into play when facing an ethical dilemma. The purpose of The Potter Box is to guide you to a decision, not to make it for you.

• 1.  List the facts of the situation (this will lead to a better understanding)
• 2. Identify your values and what you stand for
• 3. Identify your philosophies or guiding principle (i.e. always tell the truth)
• 4. Choose where your loyalties lie (think back to the example of the NHS)

Although this framework is valid, it relies on you to make the right decision based on your moral code of conduct. Our ethical and moral codes are developed through our culture and the environment we have been brought up in. The problem lies in that our cultures are varied, widespread and diverse. This means my moral code may not align with yours. Does this make me a propagandist? I’d like to think not, but who am I to persuade you otherwise?

In a society full of clashing cultures and values it is no wonder the word ‘ethics’ has become the monster under the bed. But going ‘full spin’ (excuse the pun), can ethics really be taught? Are these just a product of our individual culture and values? Or is this purely a trust issue?

Tweet, review, discuss.

Over and Out

Rhi [@Rhiannon_Lucy91]