4 PR Ethics and Law
Public relations professionals hold significant influence over public perception, which makes ethics and legal knowledge essential. This chapter explores the ethical standards that guide PR practice and the legal boundaries professionals must understand to protect their clients and the public.
Why Ethics Matter in PR
Ethics in public relations are more than guidelines—they are the foundation of trust. PR professionals often serve as the public voice of an organization, and their credibility depends on transparency, honesty, and responsible communication. Unethical behavior can damage reputations, relationships, and public trust.
The PRSA Code of Ethics
The Public Relations Society of America (PRSA) developed a widely respected Code of Ethics. It is centered around six core values:
– Advocacy: Serving the public interest by responsibly voicing the client or employer’s point of view.
– Honesty: Being truthful and transparent in communication.
– Expertise: Using specialized knowledge and experience responsibly.
– Independence: Providing objective counsel and being accountable.
– Loyalty: Being faithful to clients while honoring public interest.
– Fairness: Respecting all opinions and supporting free expression.
These values guide ethical behavior and decision-making in complex situations.
Common Ethical Dilemmas in PR
PR professionals often face difficult decisions that involve balancing the interests of various stakeholders. Common ethical issues include:
– Misleading or deceptive messaging
– Withholding negative information
– Astroturfing (fake grassroots campaigns)
– Plagiarism or lack of attribution
– Conflicts of interest
Using the PRSA Code of Ethics, professionals can evaluate these situations through a values-based lens.
Legal Considerations in PR
In addition to ethical responsibilities, PR professionals must also understand and follow the law. Key areas include:
– Defamation: Communicating false information that harms someone’s reputation. Libel is written defamation; slander is spoken.
– Copyright Infringement**: Using protected creative content without permission or proper licensing.
– Privacy: Releasing private facts or using someone’s likeness without consent.
– Disclosure: Failing to disclose sponsorship or financial ties, especially in social media and influencer marketing.
– Fair Use: Using portions of copyrighted content under limited conditions for commentary, news, or education.
Ethics and the Digital Age
Social media and digital platforms introduce new ethical and legal challenges, including:
– Editing or deleting comments
– Misuse of bots or fake accounts
– Invasive data collection
– Transparency in sponsored content
PR professionals must stay informed about platform policies and legal developments in online communication.
Case Example: Ethical Misstep
In 2017, Pepsi released a commercial featuring Kendall Jenner that was widely criticized for trivializing social justice movements. The backlash was swift, and the brand pulled the ad within 24 hours. The controversy highlighted the importance of cultural sensitivity, stakeholder awareness, and testing messages with diverse audiences before launch.
Conclusion
Ethical and legal awareness are critical to effective and responsible PR. Professionals must navigate complex situations while upholding public trust and following laws that govern media and communication. Using tools like the PRSA Code of Ethics and staying informed about legal boundaries ensures PR remains a force for truth and transparency.
