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Experts Discuss Importance of Ethics in PR

Adhering to ethics can be easy when things are going well. But how do you stay true to your principles during more challenging times, when you’re dealing with a difficult client, a persistent media or having to share less-than-positive news?

PRSA’s Member Code of Ethics is a great resource. Additionally, on Sept. 27, PRSA Rochester hosted the Ethics Under Fire event, where a panel of experts provided advice on the critical role ethics play in public relations. The panel included John Follaco, associate director for college communications at The College at Brockport; Barbara Pierce, APR, president of Tipping Point Communications; and Jim Redmond, regional vice president, Communications and Community Investment for Excellus BlueCross BlueShield. Ellen Rosen, director of RIT University News Services and ethics officer for the PRSA Rochester chapter, moderated the discussion.

When dealing with an ethical crisis, Barbara encouraged the audience to outline all possible scenarios to clients or executives so they understand the importance of being honest and upfront. Jim added that even inactions have consequences.

The panel also encouraged the audience to counsel clients and executives to always tell the truth. The only thing we – and the companies we work with – have is our reputation. 

John noted how ethics is a culture and not a plan. On a day-to-day basis you should conduct yourselves in an ethical manner, so when a crisis happens ethical behavior is second nature. The day of a crisis is not the day to decide to be ethical. 

The panelists left us each with some valuable advice, including to be careful with your reputation. It takes decades to build, but can be wiped out with one misstep. Trust your instincts, and if you’re uncomfortable with a situation, listen to yourself. Finally, crisis situations require balance, and that’s what we as PR professionals should strive for.