Public Relations Ethics : Challenges We Just Can't Ignore

It's a pretty scary world we work in these days. Public relations activities of influence -- and that includes such simple activities as communications meant to educate -- are being closely scrutinized. The general public is on our case . . . the news media is on our case . . . even we are on our own case.

"Spin doctors," "PR ploy," "PR maneuver," "PR effort" -- these denigrating epithets abound in the news media and in normal, daily conversations between normal, educated citizens. More and more, people are paying attention to what we as public relations professionals are doing. And more and more, they're calling us on actions they consider unethical.

Let's face it, folks. The "ethics police" are here. They're outside your door, they're on the street, they're in their homes, they're in front of their TV sets, they're in their cars listening to their radios.

Every minute of the day, every day of the year, know that you are being watched. The ethics police are looking hard for conflicts of interest, they're looking hard for improprieties, they're watching for a slip-up, they're itching for a fight, they're waiting to pounce.

But you know what? They have every right to. After all, public relations is an advocacy profession. Our ultimate goal is to influence public opinion. Our ultimate objective is to get people to take positive action on behalf of our client, organization or cause. And that in itself is controversial.

It's quite a powerful position we hold. And because of this power, the public relations profession faces tremendous challenges:

• Misleading Information:We're counted on and trusted to provide accurate information to our publics. It's so easy to send out -- on purpose -- incorrect information designed to lead them astray. Does "Sell the sizzle, not the steak" sound familiar?
• Influence of Management Actions: If we have won the ear of our CEOs, then we are remarkably well-positioned to influence the way our client, company or organization operates. How we exert this power is cause for concern.
• Promotion of Inferior Products: How ethical is to promote products made by our company that we know are inferior -- products that we know are unsafe, or of poor quality, or will be used illegally?
• Discrimination: As elementary as this may sound, we are still constantly faced with issues of discrimination -- religion, appearance, physical disability, sexual orientation, age, race, or gender.
• Gain at Expense of Others: To the victor belong the spoils, the Law of the Jungle, only the strongest will survive, nice guys finish last, the "New Golden Rule" (The one with the gold, rules).
• Political Influence:Does money still buy influence in politics? Should public relations professionals use political action committees to gain influence with elected officials through economic support? It happens all the time. Is it ethical? Or is it just good business?

When it's all said and done, what you do in your own particular situations will be judged by your bosses, by yourself, and by the general public in the court of public opinion. Whatever you do, whatever your choices are, choose well, and represent yourself well in this court of public opinion, because . . . you will be judged. And as public relations practitioners, you represent the entire profession. How you respond to your particular ethical dilemma will invariably affect your colleagues' livelihood.

A caveat: Sometimes if you win . . . you lose. Sometimes what you think is the absolutely, positively, most logical, most legal, most sensible solution will blow up in your face. The public is a fickle animal. No matter how right you are, if the public thinks you're wrong, then you are wrong. To quote an oft-used phrase, "perception is reality." Deal with it.