Ethical Dilemmas Require Tough Decisions: A PR Practitioner’s Responsibility
Excerpt from the forward to A Practical Guide to Ethics in Public Relations by Regina Luttrell and Jamie Ward, published by Rowan and Littlefield. Introduction by Teresa Dougherty, APR, ethics officer, PRSA Colorado
Early in my corporate communications career as a new hire at a large firm, I was asked to accompany a senior leader to an industry conference where he would be the keynote speaker. It was my first such trip for the firm, and I was looking forward to building a rapport with the executive and establishing my credibility with him as a communications advisor. The speech was written, attending reporters were contacted, and the senior leader was prepared to deliver the opening address.
What could go wrong?
The evening before the conference, a well-known celebrity was invited to speak to a small group of conference attendees at a dinner event where, I would later learn, he made several derogatory remarks. The senior leader called me the next morning concerned that the comments might have offended some of the attendees, and if the comments were made public, reporters could get sidetracked.
“Should we modify the speech to proactively address the offending remarks, apologize, and stress that our industry does not endorse such comments?” he asked me. “Or, should we ignore the remarks, hope no one is offended, and chance that reporters will not hear about report on the prior evening’s comments?”
As I look back on that day, I realize how easily and without warning ethical dilemmas can infiltrate our everyday work as PR practitioners. Bad situations that require tough decisions are not just for the C-suite. When moral dilemmas collide with communications, it’s our job as public relations professionals to advise clients, staff, and senior leaders on sound ethical practices.
I counseled the senior leader that he should be transparent and honest with the audience because honesty engenders trust, which, after all, is at the heart of good communications. Besides, it was the right thing to do for the audience he was trying to reach. We modified the speech accordingly, attendees were gratified, and the press covered the speech without mention of the dinner or of the celebrity’s comments.
Honesty is one of six core values outlined in the Public Relations Society of America (PRSA) Member Code of Ethics, the official guide that members pledge to uphold. As a member of PRSA, I understand that especially today — as communications become more fractionalized and truth is often under pressure — moral decision-making underscores the way we must skillfully practice our profession with our internal constituents and external stakeholders.
As stewards of the profession, we are often called upon to act as both voice and conscience of those we represent. With technology at our fingertips and society just one click away, a more connected public requires PR practitioners to be diligent about the moral underpinnings of our messaging and of our behavior.
Please contact Teresa Dougherty, APR, for more information on PRSA Ethics Month or ethics and PR.
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