4470 blog 3: ethical codes in PR and advertising

As public relations students, it is important to understand and examine the codes of ethics and apply them to our everyday lives. The ethics codes had some similarities across the board, but they are different as well since they have to adapt to the different forms of communications. Public relations practitioners are perceived as being dishonest spin doctors, and so the biggest items the PRSA code emphasizes are the importance of honesty and accuracy. These are obvious tenets every PR professional should be following without even thinking about it. Following these ethical codes allows the PR practitioner to make the right decisions. As someone who wants a job in the public relations field, I obviously respond most strongly to the PRSA code of ethics.

However, the American Advertising Federation’s code of ethics covers some important ground as well. They emphasize the importance of telling the truth and keeping the public informed, which is vital to anyone working in a consumer-dictated industry. Both ethical codes are insistent on informing the public and being ethically transparent to their consumers. Obviously, the ethical codes should be as natural as breathing, but it is good to have rock solid rules to follow. They leave no room for creative interpretation. They also help create a standard for behavior which allows the public to trust both PR members and advertising practitioners. This is vital because it ensures that the reputation of the fields as a whole will be trusted and not tarnished. Over time, as both PR and advertising industries practice ethical decision making, the public will become more inclined to trust these industries and believe them when they give their word. Trust is the most important currency in these fields.

Obviously, since I’m going into the public relations field, I’m not expecting to do much in the AAF’s code of ethics. I’m going to be dealing with people in the advertising field and it is important to be aware of the codes of ethics they’re going to be following. If I’m working with an advertiser who is acting sort of shady, I’ll be more educated and better able to call them on their missteps. It’s definitely important to understand how everyone should behave, not just me.

Ethical codes are there for a reason, obviously. Listening to them ensures any decision made is ethically correct and there is no room for mistakes or misunderstandings.