This chapter discusses ethics, which “is concerned with how we should live our lives. It focuses on questions about what is right and wrong, fair or unfair, caring or uncaring, good or bad, responsible or irresponsible, and the like.” The difficulty in deciding whether an act is ethical and lies in the fact that individuals have different standards and perceptions of what is “right” or “wrong”. The Public Relations Society of America (PRSA) and the International Association of Business Communicators (IABC) have done much to develop the standards of ethical, professional public relations practice and to help society understand the role of public relations. PRSA is the largest PR organization in the world while IABC is the second largest. They have similar objectives of providing lifelong learning opportunities. Codes for specific situations and issues are endorsed by various organization. The codes includes such situations/events: Financial information, video news releases, internet PR, and corporate practice. The most influential part was talking about ethics is individual practice. Commendable practices: Be honest. Convey a sense of business ethics based on your opponents and audiences. Develop trust by emphasizing substance over triviality. Present all sides of an issue. Strive for a balance between loyalty to the organization and duty to the public. Don’t sacrifice long-term objectives for the short-term gains.




Wilcox, D.L. & Cameron, G.T. (2009). Public Relations: Strategies and Tactics (9th Edition). Boston: Allyn & Bacon