Ethics in PR

Across the board, consumers are demanding that companies become more ethically sound, and are paying attention to the brands that make obvious efforts to stand up for at least one type of value or mission (environmental sustainability, water resources, general physical health, mental health, etc.) This puts a huge pressure on public relations professionals, especially those dealing with companies, products, or people that deal with controversial issues. Because of the consumer shift in ethical buying, companies are having to make sure their manufacturing, packaging, marketing, and total product, comply with not only government rules and regulations, but also with societal standards.

Because PR deals directly with communications between companies and the general public, PR professionals are often put in between a rock and a hard place. Most companies (although there are quite a few awesome exceptions) make decisions that are ultimately best for themselves, their growth, or their revenue. PR professionals in companies like these face potential challenges, because if something comes up where the company receives backlash, the entire operation can seem selfish and unconcerned with the wellbeing of others; especially if the communications has been dishonest, kept any information form the consumers, or has been producing unsafe products or services the entire time.

The shift in PR professionals, toward inspiring positive social/ethical behavior, is one that we can see across business in general. The most successful business, and brands with the most loyal customers, are the ones that people can align their specific beliefs with. On the same note, the communications that are ethically sound, have a moral platform, are truthful and transparent, and the ones that remain active and on top of crisis (even if the results aren't desired) are the types of PR that helps companies and consumers mutually grow and form a trusting "relationship."

To balance loyalty to an audience as well as loyalty to your client you need to make sure, as a PR professional, that a few things are done first (and it is very possible to get these things done, if approached correctly.)

• Get the board of directors together, brainstorm company goals and communication goals, construct a plan of action the everyone agrees on, and then maintain that plan of action.
• This is important because when the company and PR goals are planned out and aligned, and potential situations are addresses, the PR professional is less likely to be put in a situation where he/she would need to make an unethical decision
• Make sure that you are prepared for any crisis situations so that if one comes us you do not feel the need to hide any information, rather, you will be prepared to address it.
• Be honest, open, transparent, answer questions, apologize when needed, stay on top of things, all while helping reach company goals and proving PR ROI (return of investment) and keeping customers happy and in the loop.