In today’s world, where information spreads at an unprecedented speed and transparency is a growing demand, ethics in Public Relations (PR) has become a crucial issue and an essential part of our work. Integrity and honesty are not only desirable values, they are fundamental to building and maintaining public trust. But where is the limit in Public Relations practices? The limit must be set by us.
Thus, we have to weigh up terms that will help us to maintain the ethics we are talking about:
Transparency vs Confidentiality
This is arguably one of the biggest ethical dilemmas in the public relations profession. Professionals working in this sector must provide accurate and complete information to the public, but we also have a responsibility to protect our clients’ confidential information. The limit here lies in the ability to communicate honestly without compromising sensitive data.
At some point (thank God, not too many) we have had to face a crisis situation in one of the companies we work for. It is the perfect example of balancing transparency and confidentiality. We must report the facts without withholding crucial details that may affect your stakeholders, but we must do so without disclosing compromising information or violating confidentiality agreements.
Veracity vs Exaggeration
Not everything goes, and sometimes, in the quest to capture the public’s attention, there is a temptation to exaggerate our clients’ achievements or news. This can have an effect on a given occasion. However, distorting the truth can be detrimental to corporate reputation in the long run and lead to mistrust by audiences. It must be assessed whether what pays off in the short term also pays off in the long term. I don’t think so, and we must be careful about this.
If we were talking about the crisis before, here advertising comes to mind and I could focus on one of the sectors I know best: new technologies. Sometimes, if we exaggerate the capabilities of a new product, we can raise unrealistic expectations in readers. If in the end the product does not live up to expectations, the mistrust generated can cause irreparable damage to the brand. You have already lost one client.
Customer Interests vs. Public Interests
It is common for PR professionals to have to choose between the interests of our clients and the public interest, which can sometimes be in conflict. We must be able to weather these scenarios and make the best decisions that not only benefit the customer, but also consider the public welfare.
What about these high-polluting companies? The fashion industry, for example. What about those fast fashion brands that face criticism for their high turnover and production levels, with a high environmental impact of their operations? While it is tempting to minimise these impacts in order to protect the image of the client, an ethical strategy would involve recognising the problems and working on sustainable solutions.
Manipulation vs Persuasion
There is a fine line between the two concepts. What is our role as communicators? While persuasion seeks to influence the audience in an honest way, manipulation involves deceptive techniques that can distort the public’s perception and decisions. Should we manipulate in order to sell our messages? The answer is ‘no’. Ideally, we should try to persuade through relevant facts, allowing the public to form their own opinion.
And I would not like to finish without a brief mention of the fashionable corporate CSR… Are these genuine Communications or simply corporate imagewashing? There is nothing worse, in my view, than using social causes as a marketing tool, unless they are 100% altruistic.
In short, ethics in public relations is a matter of balance and constant judgement. Professionals must be committed to honesty, transparency and respect for both their clients and the public. By standing firm on these principles, they can build a more trusted and respected profession, contributing positively to society as a whole.
