Ethics in Public Relations have emerged to one of the key topics in PR theory and research over the last decades. This is on the one hand due to the growing professionalization and institutionalization of PR, on the other hand stories of PR practitioners violating existing moral conceptions by deliberately lying to the public have been all over the media and confirmed the bad public reputation of PR as a manipulating, untrustworthy industry. Many sources even refer to the term „public relations ethics“ as an oxymoron (Parsons, 2004, p.4; Seib&Fitzpatrick, 1995, p.1), meaning that it cannot exist because of the nature of PR as a deliberately manipulating practice. Hence setting up certain ethical rules and codes of conduct should improve this public image and provide guidelines to practitioners. Thus the main question raised in this essay is: What is the purpose of professional codes of conduct? And how effective are they?
Table of Contents
1. Ethics in Public Relations
2. Development of Professional Codes of Conduct
3. Effectiveness and Enforcement of Ethical Codes
4. Internal Ethics Codes and Company Culture
Research Objectives and Themes
This essay examines the role, purpose, and actual effectiveness of professional codes of conduct within the public relations industry. It addresses the ethical challenges faced by practitioners, the historical evolution of these codes, and whether they genuinely serve to regulate behavior or primarily function as a tool for public image improvement.
- Ethical dilemmas in paid, order-bound communication
- The historical transition from general guidelines (e.g., Code of Athens) to specific standards (e.g., Code of Lisbon, PRSA)
- The "enforcement gap" and the lack of punitive power in PR professional bodies
- The role of individual knowledge and practitioner familiarity with ethical standards
- The potential of internal, company-specific ethics codes as a supplement to professional association guidelines
Excerpt from the Book
The enforcement of a code is of course limited by the organization’s authority, because codes are only enforceable to an organization’s members. Only ten percent of active PR professionals in the USA are members of the PRSA (Seib&Fitzpatrick, 1995, p.24). And even for members of the organization, the punishment for violating the code of conduct is relatively harmless. It ranges from admonishment to expulsion from the organization (Seib&Fitzpatrick, 1995, p.24). “That is a far cry from the punitive power wielded by organizations in professions in which practitioners are licensed” (Seib&Fitzpatrick, 1995, p.24). Lawyers and physicians can ultimately be banned from their occupation when violating canons of professional ethics, but a public relations practitioner is “protected” by the freedom of speech. In 2002 the case of the lobbyist Moritz Hunzinger became very popular in Germany. Hunzinger had paid high amounts of money to several German politicians – amongst others the German minister of defence - for PR appearances, which led to their resignation. Hunzinger was officially admonished for harming the reputation of the profession by the German Council of Public Relations (DRPR), the German PR sector’s organ of voluntary self-control. Afterwards he told the German news magazine “Focus”, that he would not care at all and he and his staff would have died of laughter when they first heard about it (Focus, 16 Sept. 2002, p.176). In addition, whereas there was high media coverage of the whole scandal, the admonishment was barely even mentioned. But in order to make any impact, the sinners at least have to be put on the chopping board.
Summary of Chapters
1. Ethics in Public Relations: This chapter introduces the core ethical dilemma in PR, characterized by the conflict between utilitarian organizational interests and the responsibility to the public.
2. Development of Professional Codes of Conduct: This section traces the historical progression of ethical standards, from general human rights-based documents like the Code of Athens to more structured norms like the Code of Lisbon.
3. Effectiveness and Enforcement of Ethical Codes: This chapter critically assesses the practical impact of existing codes, highlighting the lack of punitive power and the low awareness levels among practitioners.
4. Internal Ethics Codes and Company Culture: This final section explores how individual agencies and companies can integrate ethics into their internal culture to establish more enforceable standards of behavior.
Keywords
Public Relations, Ethics, Professional Codes, Code of Conduct, PRSA, Code of Athens, Code of Lisbon, Accountability, Professionalization, Enforcement, Self-regulation, Ethical Dilemma, Corporate Culture, Transparency, Social Responsibility
Frequently Asked Questions
What is the core focus of this paper?
The paper examines the purpose and effectiveness of professional codes of conduct within the field of Public Relations, specifically analyzing whether these codes provide meaningful guidance or are merely symbolic.
What are the central themes discussed?
Central themes include the tension between employer interests and public duty, the evolution of international PR standards, the "enforcement gap" in professional associations, and the rise of internal company ethics.
What is the primary research goal?
The primary goal is to determine if professional codes of conduct effectively regulate the behavior of PR practitioners or if they lack the necessary mechanisms to maintain ethical standards.
Which methodology does the author use?
The author employs a literature-based analysis of PR theory, international case studies (such as the Hunzinger case), and empirical survey data regarding practitioner awareness of ethical standards.
What does the main body address?
It covers the history of ethical codification, the criticism of existing professional standards, the limitations of voluntary self-control, and the benefits of adopting internal organizational ethics.
Which keywords best describe this work?
Public Relations, Ethics, Code of Conduct, Professionalization, Self-regulation, and Accountability.
How do codes of conduct compare between different regions?
The document highlights a development path from generally phrased international documents like the Code of Athens to more specific, legally-influenced national codes like those found in Germany.
Why are professional PR codes often criticized as having "no teeth"?
They are described as toothless because they are limited by the authority of voluntary organizations, provide only mild punishments (such as admonishment), and do not have the power of legal licensing bodies to revoke a practitioner's right to work.
What is the significance of the Moritz Hunzinger case?
The Hunzinger case serves as a prime example of the ineffectiveness of voluntary self-regulation, as the practitioner publicly dismissed the admonishment by professional bodies.
Why might internal company codes be more effective than industry-wide ones?
Internal codes are considered more effective because employers have actual authority over their staff, including the power to terminate employment, which provides a tangible enforcement mechanism that industry associations lack.
- Quote paper
- Marlena Bräu (Author), 2010, Ethics in Public Relations, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/213047
