Ethics in Public Relations: A Guide to Best Practice (PR in Practice)

As we near the conclusion of our discussion of everyday ethics in public relations, I offer some suggested ways that you might continue to learn about this often troubling part of what we do:

• Read as much as you can about ethics ”in public relations, business, and in life. In Appendix 1, I provide you with a brief annotated list of books I suggest that you might consider adding to your bookshelf (and reading before you put them there). Whereas I, like Mason Cooley whom I quoted at the beginning of this chapter, tend to believe that reading about ethics is not likely in itself to make you more ethical, if you actually think about what you read and look for opportunities to put what you read into action, it just might help. At least you'll know the kinds of issues that are near and dear to the hearts of those writing about ethics today.

• Look for opportunities to take courses on business, media and public relations ethics. Even if you were fortunate enough to have taken a course while in college or university, you've changed since moving into your career. Take another one and take advantage of the opportunity to discuss the issues based on your new experiences.

• Sign up for ethics presentations whenever you attend conferences. Each person presenting about ethics will focus on a different aspect of professional ethics and will, no doubt, have a different perspective. Being exposed to varying perspectives can provide you with more ways of thinking about the ethical dilemmas you face every day.

• If you haven't already seen it, rent the Dustin Hoffman-Robert DeNiro movie Wag the Dog and consider the potential for abuse of the power of the public relations industry. Consider watching it with several colleagues, perhaps even as a professional development session for your staff. If you've seen it some time in your past, watch it again. I guarantee you'll get something out of it even the second (or third) time around.

• Watch the documentary Toxic Sludge is Good for You: The Public Relations Industry Unspun and consider why public relations ethics gets such a bad rap. It will be painfully clear.

• Write your own personal code of ethics and use it.

It is possible even for those of us who have been in this PR field for a long time to join the ranks of the ˜new breed of PR. It only requires us to reconsider our ethical orientation.