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Public Relations and Ethics

FRANK P. IRIZARRY
ADVERTISING, PUBLIC RELATIONS AND
DIGITAL MEDIA
SUFFOLK UNIVERSITY
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Ethical Decision-Making Triangle

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Why are Professional Codes of

Ethics Necessary
1) PUBLIC CONFIDENCE
2) CREATE A METHOD OF “SELF-POLICING”
3) PROTECT THOSE WHO ENTRUST THEMSELVES TO
THE PROFESSION
4) PROTECT THE PROFESSION ITSELF
5) THE IMPERATIVE OF TRUST (THE NOTION OF
FIDUCIARY RELATIONSHIP)
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What Are
Professional Ethics
PROFESSIONAL ETHICS – VIRTUOUS MOTIVES,
MONITORED AND ASSESSED THROUGH
ESTABLISHED CODES OF CONDUCT AND ENFORCED
THROUGH CONCRETE INTERPRETATION
1) UTILITARIAN PERSPECTIVE
2) DEONTOLOGICAL PERSPECTIVE
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International
 International Association of Business Communicators
(IABC)
 International Public Relations Association (IPRA)

National
 Public Relations Society of America (PRSA)
 Canadian Public Relations Society (CPRS)
 Chartered Institute of Public Relations (United
Kingdom) (CIPR)
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1. Theory, origin, principles, and professional

practice
2. Ethics and law
3. Research, measurement and performance
evaluation
4. Planning and management
5. Writing and production
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Public relations’ value to society is enhanced when:

1.It
promotes free, ethical competition of ideas, information, and
education.

2.It reveals the sources and goals of participation in the debate.

3.It enforces high standards of conduct.

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Public relations’ value to society is diminished when:

1.It suppresses or limits competition of ideas.

2.It
hides or ascribes to others the true sources of public relations
efforts.

3.It does not challenge incompetent or unethical practice.

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 Professional associations including PRSA and IABC have

developed extensive codes of ethics.

 Codes of ethics usually are not enforceable and rely upon the
practitioner’s integrity.

 Ultimately, ethical decision making rests with individual

practitioners.
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Accreditation
In the absence of licensing, accreditation
encourages professionalism and accountability.

 APR: Accredited Public Relations

Issued by the Universal Accreditation Board

 ABC—Accredited Business Communicator

Issued by the IABC
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“Ethics and expertise belong together; only together do they

constitute true professionalism and provide a morally acceptable
foundation for professional fiduciary services.”
-- Hans-Martin Sass