Ethics and Public Relations (Research Paper Sample)

Ethics and Public Relations
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Ethics and Public Relations
Despite the various descriptions of ethics, aspects such as the need for systematic analysis, determining the nature of what should be valued and distinguishing right from wrong are common elements. In public relations, ethics involves values such as openness, loyalty, honesty, fair-mindedness, integrity and respect. Historically, public relations have been associated with numerous unethical practices such as spin doctoring, espionage, lying and propaganda. It has led to numerous people such as journalism, nonprofessionals and policy makers who work closely with public relations specialists to view the aspect of public relations ethics as non-existent. By allowing vested interests the chance to deliberately obfuscate or deceive the public on key issues, the public relations industry affects society’s ability to respond effectively to environmental, social and political challenges, further propagating the mythical nature of public relations ethics. In addition to this, the conduct of some public relations agencies also leaves a lot to be desired. For instance, Hill and Knowlton, a well-known public relations firm, created and presented false testimony to the congressional Human Rights Caucus (Stauber & Rampton, 1995). It was later found out that the firm was sponsored by the Kuwaiti government to convince America to enter the gulf war. Add to this the scandals caused by numerous corporates because of lack of open and clear communication, and public relations faces an identity crisis. The question of ethics in public relations is a complex one, but it plays an important role in the ultimate credibility of the practice.
The press agentry approach that was prevalent in early American public relations practice was full of sensationalism. Hyperbole and lacked truth (Grunig & Hunt, 1984). Edward Bernays, the undisputed father of public relations called the period between 1850 and 1905 a damned era for public relations (Cutlip & Center, 2006). During this period, press agents were determined to generate publicity through any means, a practice that served to engender the unethical reputation of modern day public relations practice. The first instance of ethical consideration in public relations was in 1906, when Ivy Lee, a prominent practitioner, declared principles of operation for the practice, where he emphasized truth and accuracy in the quest for an informed public.
The role of ethics in public relations gained traction when John W. Hill became the first public relations executive to push for the role of acting as an ethical counsel to management (Heath & Bowen, 2002). Hill, one of the founders of Hill and Knowlton, had a very advanced philosophy on issues management and corporate responsibility, and Heathen and Bowen (2002) found that ethics pervaded both his books about public relations and his work as an executive counsel. His approach to ethics made him one of the most successful public relations practitioner of his century and he is considered as one of the progenitors of public relations as a corporate conscience (Ryan & Martinson, 1983). The civil unrest of 1960s called for governments and businesses to adopt more ethical, open and socially responsible forms of public relations, with the aspect of issues management playing an important role in advising executives on ethically responsible policies and decision-making (Chase, 1976). The following decades witnessed an increase in the level of attention afforded to the aspect of ethics in public relations. The historical progression of the practice reveals movement towards ethical modes of communication.
The present state of ethics in public relations relies on the code of ethics as outlined by the various professional organizations. Despite the numerous codes by the numerous professional bodies, the inherent message remains the same. Some codes guide the practitioner towards a practical and professional nature, while others seek to identify moral principles that lead to ethical behavior, for example, human rights, dignity and respect. One of the shortcomings of ethical codes of conduct is that they have no provisions for enforcement against infringement, leaving it to individual practitioners to decide whether they will adhere or not. The late 1990s to early 2000s witnessed an increase in the mistrust of public relations following corporate scandals such as the Enron situation. While Enron executives maintained in the media that nothing was wrong, thousands of former employees were losing their retirement funds as the corporation collapsed (Bowen & Heath, 2006). As facts began to emerge, several of its leaders were imprisoned for offences ranging from fraud and conspiracy to insider trading. Arthur Andersen, one of the then largest audit firms in the world, was destroyed in the process. Enron was revealed to have knowingly manipulated accounts and had masked enormous liabilities and losses, and the debacle resulted in congress enacting the Sarbanes-Oxley Act to increase transparency of corporate accountability.
As the Securities and Exchange Commission was investigating Enron, a bigger violation of ethics was brewing at WorldCom. At the time of misconduct, WorldCom was the second largest long-distance telecommunication company in America and was in negotiation with Sprint for a proposed merger (Forbes.com, 2013). With the proposed merger dashed by the department of justice over concerns of creating a monopoly, the company’s stocks took a hit. In order to maintain stock prices, the company created fraudulent accounting entries, which was ultimately discovered by an internal audit. The fiasco resulted in the company filing for bankruptcy in 2002 and its CEO, Bernard Ebbers, convicted on charges of fraud, conspiracy and filing false documents. Such instances serve to increase the mistrust aimed at public relations, as during both crises, and other situations such as Tyco and Hollinger International, public relations was a tool used to mislead the public before the truth ultimately came out.
On the other hand, recent ethical success stories serve to underpin the importance of public relations and its increasing adoption of ethical standards. One company that has consistently maintained a sound ethical foundation is Google Inc., host of the most utilized internet search engine. With its motto of ‘Do not be evil', the company has remained an advocate of free speech and open communication, as its numerous conflicts with the Chinese government reveal (Shields, 2013). Google employees receive a number of benefits such as access to healthcare and legal services, while the company supports key societal topics such as gay rights. The company also has a stellar record of good employee relations and constantly engages in corporate social responsibility (CSR).
Similarly, Microsoft, the company globally renowned for its windows personal computer products, is a leader in terms of ethics. The company, led by its founder Bill Gates, is one of the largest philanthropists in the world (Shields, 2013). The tech company also engages in a number of programs such as Technology Education and Literacy in Schools (TEALS) aimed at addressing the shortage of information technology professionals in America. In addition to this, the company engages in open communication that...