Jim Sinkinson has an interesting PR ethics column today, courtesy of Bulldog Reporter’s new Daily Dog.
Titled “Have Lying and Deception Become Job Requirements for PR Professionals?,” Sinkinson points to some recent and familar scandals in the public relations profession. (If the link to the story doesn’t work, try here.)
While he points to Jack O’Dwyer and Howard Rubenstein as strong proponents of ethical PR practices, he rightfully states:
“But ultimately, itâs practitioners like you who have to stand up in protest…. itâs you who has to refuse to resort to bad practice when itâs ‘demanded’ by managementâinstead showing them the wisdom and power of the truth.”
I applaud Sinkinson for his strong stance.
However, hasn’t PR always had a bad rap? The unethical examples given — ghost writing for physicians and pharmaceutical companies and U.S. Ed Dpt. paying Armstrong Williams — are not new. In the pursuit of money and job security, some companies and individuals will resort to deceitful media relations practices. They always have, and always will.
As we’ve learned with Jayson Blair, Enron and several other deceptions, unethical business practices are not new.
Being a journalist by education and early in my career, I still sometimes cringe that, “I’m in PR?” But, I know that, with the high standards previously set at my employer, my own high standards, and previous life as a journalist, I do good, honest work.
I don’t send fluff to the media. And, I doubt if most PR practitioners do. Yes, some fluffy releases about nothing get out here and there. However, for the vast majority of those who practice public relations — specifically media relations — there is integrity in their work.
Despite that PR will likely always have a bad rap, those in public relations and all forms of marketing communications must still be vigilant to set and uphold high ethical standards. That’s the only we’ll be able to get our messages across — credibily.
– Mike
Technorati tags: ethics, public relations, PR
