Can PR ever be Ethical?

If you hold the switch to a train loaded with criminals that’s about to run off track and kill five people, would you pull the switch and send the train crashing in to the five innocent hardworking people, or would you allow the train to run off track killing all the criminals? This was the question posed at the start of this lecture. Without hesitation I said ‘I would run away’. I wanted no part in it. I believe it is not for me to decide whose lives are worth more.

Ethical values in PR are well known to cause debates. Most professional organizations have codes of ethics. These documents are supposed to set acceptable norms of behaviour for working professionals and employers.

PR and ethics don’t usually go hand in hand.The public has a right to be told the truth and this is something that PR practitioners often neglect. On the contrary, Ian Somerville (Public Relations Handbook, 2001) used the theory of Utilitarianism to suggest that an action is right only to the extent that it is for the greater good. He justifies the notion of lying to the public as conceivable when a lie is told to protect the reputation of a corporation and consequently jobs. Hmmm…who then decides what’s best for the greater good? The Chartered Institute of Public Relations (CIPR) code of ethics definitely doesn’t.

It is considerable much harder to regulate the PR industry than any other. The reputation of ‘spin’ has once again raised its ugly head as Practitioners are capable of spinning out of any given situation. According to the CIPR’s principles (Section A), ‘Members of the CIPR agree to deal honestly and fairly in business with employers, employees, clients and fellow professionals other professions and the public.’ Does the name Alistair Campbell and Max Clifford ring a bell? These two are perfect examples that the CIPR’s code of conduct is not very effective. What then does the CIPR do? I mean the CIPR’s list of complaint procedures and court proceeding have done very little to deter practitioners from carrying out cigarette campaigns. What is the ethical stance on that CIPR? Is it for the ‘greater good’? What is the CIPR’s view on getting ‘chummy’ with journalists so they can write a good a story about your organization? Maybe there should be a different set of rules then….oh wait! The PRSA has some. It is just that they are quite the same. I wonder whose idea to put these messages across about Tobacco. Watch this video carefully and tell me what you think?

References:

The Chartered Institute of Public Relations, CIPR Code of Conduct http://www.cipr.co.uk/membership/conduct/CodeofConduct_091106.pdf [Accessed March 30, 2009]

Theaker, Alison The Public Relations Handbook Routledge 2001