Ethical Public Relations

A newly added link on this blog is entitled Public Relations Society of America, which is “the world's largest organization for public relations professionals.” Based in New York City, the society is comprised of more than 28,000 members, both professional and student. Its members represent clients in all areas, including “business and industry, technology, counseling firms, government, associations, hospitals, schools, professional services firms and nonprofit organizations.” The mission of the society, according to the Web site is to “unify, strengthen and advance the profession of public relations,” in addition to establishing itself as the “pre-eminent organization that builds value, demand and global understanding for public relations.”

The goal of my research paper mirrors the mission statement of PRSA, in that I aim to show the importance and magnitude of public relations in today’s communication-obsessed world. In my last blog, I illustrated the interconnected worlds of public relations and journalism. Public relations people aim to notify the public of new brands, new business ventures and events. In order to do so, they must utilize the media. For example, public relations professionals ensured that you knew when, where and how to purchase the new iPhone through news releases and loads of publicity.

Despite its scope and prevalence, many people cannot define public relations. Prsa.org provides an excellent foundation for the understanding of public relations, its ethical guidelines, its purposes and its goals as a profession.

During my oral presentation, a comment regarding crisis communications came up. The comment insinuated that public relations firms must lie or hide the truth in order to save a company’s image. As a public relations major, this assumption is upsetting, specifically because the practice of public relations is grounded in strict ethical and moral codes of professionalism. Just as a journalist is expected and trusted to report truthfully and responsibly, public relations people follow a code of ethics that shapes the profession.

Multiple articles regarding ethics in public relations can be found here: http://www.prsa.org/aboutUs/ethics/index.html