Progressions

Navigating Ethics – Lessons from a Professional and Student

As an aspiring public relations professional, learning the ropes of the industry before graduation seems daunting. Fundamental principles encompass a range of areas, from crisis communications to media relations, applicable to various situations, including public scandals and harmful practices. In these moments, PR professionals must be both effective and ethical. 

Ethics is vital for the successful function of the public relations industry. It is the responsibility of each professional to understand how to handle all situations with the utmost ethical behavior. Luckily, the Public Relations Society of America upholds a code of ethics designed to guide members in properly carrying out public relations practices. 

PRSA Code of Ethics Values:

• Advocacy
• Honesty
• Expertise
• Independence
• Loyalty
• Fairness

PRSA Code Provisions of Conduct

• Free Flow of Information
• Competition
• Disclosure of Information
• Safeguarding Confidences
• Conflicts of Interest
• Enhancing the Profession

This guide allows PRSSA members to practice these pillars of ethics before applying them to real-world experiences.

Lars Voedisch, founder and managing director at PRecious Communications, is very familiar with the overwhelming nature of maintaining ethics. In an article published by Forbes, Voedisch offers advice on how public relations professionals should navigate ethical considerations in their jobs. He touches on the PRSA Code of Ethics, explaining how to balance advocacy and expertise to be candid with the public and provide for clients. When it comes to communications strategy, Voedisch explains how sustaining the values of honesty and integrity allows for public relations to be respected by the public. 

As college students, how can we ensure we are practicing ethical behavior? Here are some ways to gut-check ethics:

1. Be Honest in Communication

Whether it be with your friends or professors, honesty is the foundation for building lasting relationships. 

2. When in Doubt, Seek Guidance

If you are in an ethical dilemma and unsure what to do, talk to a mentor or professor for assistance and feedback.

3. Maintain Confidentiality 

From professional settings to conversations with friends, keeping information private and secure will aid you in becoming trustworthy. 

4. Take Accountability 

We are all human and make mistakes, but owning up to our actions helps develop integrity.

While I’ve learned a great deal from ethics classes in college, most of my knowledge has come from my public relations internships over the past two years. Interning at agencies has allowed me to step into the world of PR and gain hands-on experience working with clients. I have seen ethical dilemmas unfold in front of me, and assisted with their resolution. At first, I was overwhelmed and confused on how to handle these situations in the best interest of the agency and client. These real-life learning experiences have shaped my knowledge of ethics and how to properly navigate them. 

While ethics are vital in public relations, they are also important principles in our everyday lives. From making honest academic decisions to being transparent with friends, ethical dilemmas appear in ways we might not think twice about. By practicing ethical behavior on an everyday basis, it will become second nature, and in turn, make the professional application effortless.