Ethics Insights: Fairness and Honesty in Public Relations
Ethics Insights: Fairness and Honesty in Public Relations
By Joyce Lofstrom, MS, APR, Fellow PRSA
Fairness and honesty come to mind when I think about ethics in my public relations work. Over the years, I have experienced both sides of those professional values that are part of the PRSA Code of Ethics.
With fairness in place, everyone in the organization has an equal chance for a promotion, to work on a project, or to have their voice heard during a meeting. Such opportunities seem essential but are often unavailable for reasons such as bias and decision-making processes.
Creating Space for Unheard Voices in Work Environments, Crystal Borde, PRSA, February 2022
How Honesty and Openness Can Fuel Business Growth in 2024, Patrick Flesner, INC., February 27, 2024
As public relations professionals, commitment to an honest approach is unwavering. It means what it says – the truth is the foundation of all our discussions, materials, media pitches, and interactions with clients and colleagues.
Values in the PRSA Code of Ethics
Fairness and honesty are two of the six Professional Values in the PRSA Code of Ethics.
- Fairness: We deal fairly with clients, employers, competitors, peers, vendors, the media and the general public. We respect all opinions and support the right of free expression.
- Honesty: We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public
Fairness and honesty, as well as all six professional values from the Code, belong in our everyday public relations interactions. Watch for the Ethics Insights column in June on the professional values of advocacy and loyalty.
Joyce Lofstrom, MS, APR, Fellow PRSA, is the owner/principal of Joyce Lofstrom & Associates. She is a co-chair of the PRSA Chicago Communications Committee.
