Ethics in Public Relations

1. Ethics in Public Relations

2. Code of ethics The very first multi-national gathering of public relations professionals after the Second World War – a meeting that later led to the foundation of IPRA in 1955. The Codes At the 2nd IPRA World Congress at Venice in May 1961, the IPRA Code on Professional Conduct (“The Code of Venice”) was approved unanimously, and similar codes were adopted by many national public relations associations in the years leading to 1965.

3. Code of Athens • From there on, work continued to create an international code of ethics. One of the icons of international public relations, Lucien Matrat (France), fine-tuned the final text that was adopted by the IPRA General Assembly in Athens, Greece, on 12 May, 1965 – hence the name “The Code of Athens. This code ” is still adhered to by public relations associations worldwide.

4. Code of Brussels • The Code of Conduct of Public Affairs Worldwide (“The Code of Brussels”) was adopted by IPRA in 2006. With reference to the Code of Athens, it underlines inter alia that practitioners in their conduct of public affairs shall observe integrity, transparency and accuracy, avoid falsehood and deception, honour confidentiality and neither propose nor undertake any action which would constitute an improper influence on public authorities. The Code also states that members should help enforce disciplinary procedures of IPRA in upholding any breaching of the Code.

5. In the conduct of public affairs, practitioners shall: 1. Integrity. Act with honesty and integrity at all times so as to secure the confidence of those with whom the practitioner comes into contact; 2. Transparency. Be open and transparent in declaring their name, organisation and the interest they represent; 3. Dialogue. Establish the moral, psychological and intellectual conditions for dialogue, and recognise the rights of all parties involved to state their case and express their views; 4. Accuracy. Take all reasonable steps to ensure the truth and accuracy of all information provided to public authorities; 5. Falsehood. Not intentionally disseminate false or misleading information, and shall exercise proper care to avoid doing so unintentionally and correct any such act promptly; 6. Deception. Not obtain information from public authorities by deceptive or dishonest means;

6. Contd.. 7. Confidentiality. Honour confidential information provided to them; 8. Influence. Neither propose nor undertake any action which would constitute an improper influence on public authorities; 9. Inducement. Neither directly nor indirectly offer nor give any financial or other inducement to members of public authorities or public representatives; 10. Conflict. Avoid any professional conflicts of interest and to disclose such conflicts to affected parties when they occur; 11. Profit. Not sell for profit to third parties copies of documents obtained from public authorities; 12. Employment. Only employ personnel from public authorities subject to the rules and confidentiality requirements of those authorities. Sanctions. Practitioners shall co-operate with fellow members in upholding this Code and agree to abide by and help enforce the disciplinary procedures of the International Public Relations Association in regard to any breaching of this Code.

7. What is Ethics? • “ETHICS” is the general term for attempts to state or determine what is good, both for the individual and for the society as a whole. It is often termed the science of morality. • “BUSINESS ETHICS” is the field of ethics that examines moral controversies relating to the social responsibilities of business practices, in any economic system. It looks at various business activities and asks “Is this ethically right or wrong”. • Business ethics can be applied at three levels: the individual employee, the organization, and the society. Very often situations arise in which the three levels are not in line. A behaviour may be good for the employee, bad for the company, and good for society (or some other combination). Some ethicists … see the role of business ethics as the harmonization and reconciliation of these three conflicting levels.

8. PRSI • Public Relations Society of India adopted the Code of Athens in New Delhi on 21st April 1968, the day which is celebrated today all over the country, as the National PR Day. (Word document detailing the Code)

9. Should Code of Ethics be enforced? • Public Relations is not just about disseminating information but also about facilitating mutual understanding and resolving conflicts between an organization and its publics

10. Importance of Ethics • Public Relations is yet to become a recognized, mature profession. • Edward Bernays said that ‘gaining status and recognition for the ‘profession’ of public relations would safeguard the public and the profession. • Code of ethics is part of the standards that must be fulfilled for an ‘occupation’ to become a ‘profession’, especially for public relations. • Credibility is a significant quality for any information distributor. Ethical codes serve as an impetus to professional and public scrutiny.

11. Contd.. • If codes are enforced they will give more credibility, so they will be of greater benefit to society and practitioner. • Ethics should be enforced in order to protect the public interest. • Law is about what people must do and Ethics is about what people should do. • Each person knows what for them is right or wrong based upon their individually-held values. Values honed by culture, nationality, religion, schooling, family, community and peers.

12. Moving on • We talked of share of voice; opportunity to hear, read or view; column inches; image, identity, deadlines and the familiarity-favourability factor. Today a new set of terms has entered into the public relations glossary - all with ethical undertones. Credibility, responsibility, transparency, accountability, governance and empowerment. • We talk of content and gap analysis. Of reputational risk. Of issue and crisis management, of social auditing and of social reportage. Our employers and our clients are demanding we become involved in such matters. • And of course we will but surely the guiding watchwords must be: personal integrity, professional vigilance and moral courage.

13. Implementing Ethics • The tools are simple: Integrity, which demands impeccable conduct and honesty, and a rigorous coherence between our corporate practices and our values. • Transparency, built up by the truthfulness of the information we emit and on the clear communication of our clients' activities. • Responsibility, which consists in assuming ours, as high as they might be, and behave accordingly.

14. What would you do? • If you had to work for an industry whose product harms most people. • Would you resign a major international client when it became clear that it was a front for laundering the monies of organised crime • Would you resign an industry when it became obvious that it rigged the market causing gluts and famines when and where it wanted • Deciding to act for the nuclear industry…for the chemical industry providing a watching brief following the Bhopal tragedy.

15. Contd.. • IF you found that your highest paying client an international giant was definitely employing unethical marketing methods in the Third World • a well known business leader who lied in your presence on a financial matter to two top editors • If you had to support a campaign that was against your principles.. E.g pro abortion • If you had to choose between your organisation’s interests and society’s interest?

16. Conclusion • Ethics is very subjective and very individualistic • However, as humans we know the basic rights and wrongs