BEING ETHICAL - PUBLIC RELATIONS
Topics: Ethics, Public relations / Pages: 9 (2545 words) / Published: Sep 28th, 2014

Being ethical: Mark of a real PR professional
07/09/2014

Written by Rene Nieva / PR Matters
Source: Business Mirror

IN last week’s column, I mentioned that major PR international organizations, such as the Public Relations Society of America and the International Public Relations Association, have their own codes of ethics.

We also mentioned the 12 general precepts of the Public Relations Society of the Philippines (PRSP) code, which we are detailing below. In this article, I will try to analyze each, especially those just starting out their PR careers.

1 Conduct our professional way of life with the interests of the public as our basic and primary guide. It is the responsibility of the PR professional to make sure his employer or client has done or is doing everything possible to make their products, services and operations as safe and risk-free as possible, and in the case of accidents, to help and compensate the victims one way or the other. Once he is sure this is the case, he must see to it that this is made immediately and widely known to the public to prevent or minimize any further damage and to allay fears or concerns on their part.

But what if the PR professional finds out that his employer or client has really been amiss in ensuring the safety of its operations and its products and services, and refuses to do anything about it? Worse still, the PR counsel is ordered to lie to the public on what the real situation is.

In that case, the ethical and honorable thing for a PR professional to do is resign from the company or give up the account. I know this is easier said than done for the PR professional, especially since it would involve a major financial loss on his part. So, for him, the choice boils down to this—opt for money and security, or choose to keep his honor and integrity?

2 Conduct our activities in full accordance with the accepted standards of trust, objectivity, accuracy and good taste. The trust of employers or

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