A new paper on the Institute website by Shannon A. Bowen, Ph.D., of the University of Maryland offers an overview of current research-based knowledge on ethics and public relations practice.
Bowen connects a lot of dots for practitioners and scholars interested in this aspect of the science beneath the art. She begins with definitions and a little history on how PR’s credibility may relate to ethical judgments. She looks at codes of ethics put forth by professional associations, some accentuating positive principles and others focusing on no-no’s (either way, effective enforcement mechanisms are rare). She points to research which shows that a strong sense of ethics – and how to arrive at ethical decisions – can enhance the career prospects of public relations professionals.
We arguably have substantial access to the C suite and the opportunity to counsel there. But are we as confident in our ability to provide guidance on ethical matters? Is a widespread lack of formal knowledge of ethical principles and systems holding us back?
The paper concludes with recommendations to practitioners on how to prepare for ethical dilemmas, issues to consider, and a rich bibliography of links to original source documents.
“Although it is true that no single person or function can be the entire ethical conscience of an organization, the public relations function is ideally informed to counsel top management about ethical issues,” writes Bowen. “Careful and consistent ethical analyses facilitate trust, which enhances the building and maintenance of relationships – after all, that is the ultimate purpose of the public relations function.”
The paper, “Ethics and Public Relations,” is available free on the Institute website. Bowen would like to continue the discussion and invites your comment about experience with ethics in public relations.
