Have you ever felt obliged to speak up for a friend who was in trouble and asked you to keep the secret?
Well, that's what a PR professional often faces when an ethical crisis arrives.
media update's Saads Abrahams takes us through the essential ethics in PR.In any industry, there are
rules and regulations that need to be followed. For the PR pros in South Africa, we looked to
PRISA to determine what
code of ethics needs to be followed.
Expertise
PR professionals must constantly ensure that they
improve their skills and knowledge through continuous research and education.
Honesty
They should always
define what their capabilities are and always act in an
honest and
fair manner toward their clients and the public.
Trust
PRs need to ensure that they
never deliberately or recklessly
spread any incorrect or misleading information. Credit should always be given, and sources must be shared for any "unique expressions" borrowed.
Professionalism
PRs need to present themselves in a professional manner, in accordance with the
interest of the public. They must never conduct themselves in a manner that is
damaging to the PR profession.
What other ethical rules do you think every PR should adhere to? Let us know in the comments section below.
*Image courtesy of Canva