Public Relations Society of America (PRSA) is an independently operating body with a mission to ensure that all professionals as well as organisations practice ethical behaviour in their operations. The code of conduct formulated by the PRSA, while it cannot currently be enforced upon people or businesses, is meant to function as a guide in determining what constitutes the ethical course of action in a given set of circumstances. The provisions of the code are based upon real-life ethical challenges that professionals have faced, and as such, its scope is set to increase as more such incidents come to light. The PRSA acts to ensure that the complete factual picture is present before the public regarding every issue that triggers public debate (advocacy and honesty). This ensures that the masses are made aware of the accurate ground realities as well as the basis on which public or private organisations make decisions that have a far-reaching impact. The organisation also gives considerable importance to ensuring that all of its dealings with its stakeholders are transparent and unbiased (fairness), that the clients it takes on are fairly represented (loyalty) and that PRSA continues to enhance its competencies to keep pace with the constantly changing business dynamics .
The provision pertaining to the Free Flow of Information is particularly relevant in today’s day and age, when in the post 9/11 climate, U.S. citizens find themselves living and working under increased government oversight than ever before. The intent of the provision was to ensure that in controversial situations, the lines of communication between the government, the media and the public not only remain open, but that the information shared is accurate, not skewed in any manner to suit political agendas or push business interests forward .
In the article A Senseless Decision: Flint Water Crisis Deserves More Than Bad PR, Lolita Cummings Carson cites the Flint Water Crisis as the ideal example of why involving PR practitioners prior to making crucial decisions that affects entire communities, is more important now than ever . Carson points out that PR professionals’ real role is in averting public crises situations by being the moral compass when finances are being considered as the overriding criteria for making decisions. Contrary to what is assumed, public relations’ role is not just limited to reputation management after the fact; if Governor Snyder had employed a PR firm before the water source for Flint was changed, he would have been advised to consider the public health safety risk and not simply consider the situation as a money-saving initiative.
Similarly, the provision regarding ‘Disclosure of Information’ was formulated to ensure that people have the complete information and not just tailored facts that are designed to alter public opinion . This entails that any knowledge regarding any financial gains to be made from the occurrence or lack thereof an event/decision/outcome, should be fully disclosed. In the article The CCO of Today — and the Future, author Amy Jacques highlights the fact that the greatest ethical dilemmas that PR professionals face today is due to the immersive nature of technology in people’s lives today, due to which information, whether accurate or otherwise, is literally a tap away. While digital engagement with audiences to disseminate information is an important tool, Jacques highlights that the ‘human factor’ cannot be taken out of the PR equation. Even as the C-suite management looks at integrate online communication channels to ensure connectivity with clients, suppliers and other important stakeholders, digital media will be an effective tool only when the right information is shared at the right time .
The article Building Trust in Tough Economic Times: The Importance of Strong and Differentiated Brand Communications by Andrea Lekushoff, takes the information disclosure provision a step further and identifies a key role that PR has the potential to play during economic or industry recessions . Just as in the case of the Flint water crisis, Lekushoff points out that remaining connected with people when any brand or organisation is going through a difficult phase cannot be emphasized enough. This is because it is during emergencies that people are looking for reassurances, and this may be the best time to establish a personal and credible link with the masses.
At the end of the day, the PR profession, in today’s increasingly connected world defines its success by prioritizing the needs and addressing the insecurities of people more than ever. Even as businesses engage in stiff competition, the Public Relations function is to ensure that people are not duped in any way, and that the clients they represent do not take unfair advantage of their customers. The trick, in my opinion, is getting the balance right between vigorously campaigning for the businesses that hire PR firms, while ensuring that the public is not exploited.
References
Carson, L. C. (2016, April 26). A Senseless Decision: Flint Water Crisis Deserves More Than Bad PR. Retrieved from Public Relations Society of America: https://www.prsa.org/Intelligence/TheStrategist/Articles/view/11477/1125/a_senseless_decision_flint_water_crisis_deserves_m#.V2L5i7t97Dc
Jacques, A. (2016, March 22). The CCO of Today — and the Future. Retrieved from Public Relations Society of America: http://www.prsa.org/searchresults/view/11464/105/bonus_online_article_the_cco_of_today_and_the_futu#.V2L4x7t97Dc
Lekushoff, A. (2016, June 1). Building Trust in Tough Economic Times: The Importance of Strong and Differentiated Brand Communications. Retrieved from Public Relations Society of America: http://www.prsa.org/intelligence/tactics/articles/view/11534/1127/building_trust_in_tough_economic_times_the_importa#.V2L477t97Dc
PRSA. (2016, June 14). Public Relations Society of America (PRSA) Member Code of Ethics. Retrieved from Public Relations Society of America : https://www.prsa.org/AboutPRSA/Ethics/CodeEnglish/index.html#.V2L38Lt97Dc
