PRCA Ethics Month: The Power of Ethical PR
The PRCA Ethics Council has launched the annual Ethics Month in September. We had a chat with Council members from across the world to get their insight on the power of ethical PR.
How Can PR Leaders Influence C-Suite Ethical Decisions?
Stephane Billiet:
“PR Leaders’ responsibility is to act as the Corporate Conscience. In charge of companies and brands’ reputation, it is their duty to influence C-Suite ethical decisions, speak out for business ethics and enforce ethical standards of behavior within a company. PR Pros’ role goes beyond influencing how companies communicate, it’s about influencing how companies behave.”
Claire Walker FPRCA:
“We’re all on a journey – a boat with cargo, sailors and passengers and a map. A bad ethical decision which compromises your reputation is like being torpoed in the side. A good ethical decision is like a warm wind blowing a ship faster in the right direction.”
Simon Goldsworthy FPRCA:
“It’s dangerous for PR people to overclaim – not only is it unrealistic but it’s often counterproductive. However in a siloised world in which many business leaders have limited experience outside their sectors and specialisms, PR’s experience in communicating with wider audiences is vital. Empathy, while not ethical in itself, is an essential cornerstone for all ethical decisions.”
What Role Should Accountability Hold, in Ethical PR?
Claire Walker FPRCA:
“Ethics is a structure of rules for appropriate behavior, in context. Do you know the rules for PR? How well do you know the PRCA code? If there are no rules and no one is accountable it’s like the wild west. Don’t be a cowboy.”
Gustavo Averbuj CMPRCA:
“Many times we are asked about spinning. Others accused of creating fake news. As the old saying goes ” If your actions do not prove the truth of your words, then your words are worth nothing”. I live by (and can still sign), all the campaigns we have been involved in. In PR , accountability is crucial. Not just in this pandemics times. Always.”
How Do PR Ethics Drive Stronger Business Strategies?
Rob Flaherty:
“There’s a lot of talk about sustainability these days, but not enough about sustainable brands. A sustainable brand is one that is managed by leaders that make decisions that treat all stakeholders with respect and with full awareness of the long-term impact of those decisions. PR counselors can ensure a brand is sustainable by helping leaders to make ethical decisions focused on long-term development more than short-term gain.”
David Gallagher MPRCA:
“Strong ethics in communications builds business with greater trust, understanding and reliability, especially in these volatile times. Weak ethics does the opposite.”
Claire Walker FPRCA:
“Now, more so than ever, the PR ethical spotlight on YOU and your organization and that will impact on your reputation. How strong and deep are your ethical foundations. Reputations crumble without foundations.”
Why Are Ethics Critical for PR in Times of Crisis?
Lee Nugent CMPRCA:
“Ethical communications is fundamental to build trust. This is never more important than when a crisis hits. When there are threats to public safety and/or the risk of serious reputation damage and financial loss, communicators must be responsible and accountable. Honesty and openness, even where ambiguity and uncertainty exist, is crucial and, as we’ve seen in recent times, we have a duty of care to advise and educate the public by presenting them with the truth. Words, and how we say them, matter.”
Claire Walker FPRCA:
“In the midst of a crisis it might be tempting to compromise your ethical values, for a fleeting second. Remember from COVID, there were organisations who were admired or derided. A sound ethical decision based on long term reputational impact most likely made the difference.”
Philippa Foster Back CBE:
“PR is a central function as a go-between an organisation and its audience. They need to be trust-builders with that audience, so basing their communications on the organisation’s ethical values becomes a key element to delivering clear and honest messages. This is ever more important in times of crisis.”
How Can PR Teams Keep Ethics Ever-Engaged?
Claire Walker FPRCA:
“Like keeping fit and being healthy, it’s almost a daily challenge to keep your organisational ethical compass pointed in the right direction with no wavering. Constant conversation and discussion keeps it fresh, relevant and keenly observed. Don’t be afraid to challenge bad ethical choices.”
Mary Beth West MPRCA:
“It simply isn’t adequate to know PR Ethics in theory alone. Knowledge isn’t compliance. Applying ethics daily – whether during each minute of an urgent crisis or over months of methodical strategic planning – all require PR Teams to command Ethics knowledge as well as self-determination to make accountable decisions… and to insist that others do the same.”
