No compromises

As a communicator whose work often involves partnering closely with PR firms, transparency, integrity and honesty play a crucial role. Often confidential and sensitive information is passed on to the consultancy with the expectation that the firm shall ensure the highest standards of ethics and safeguard the information. Imagine then what a breach of this trust would entail for the organisation which has entrusted the consultancy with the information!

Nearly 70 years ago, The Public Relations Society of America (PRSA) recognised the need for a set of ethics that could govern the behaviour of PR firms. Within two years of its formation in 1948, the first PRSA code of professional standards was developed to address “responsibility for the good character and reputation of the public relations professional.”

However, the setting of codes and standards is just the beginning. New challenges and evolving environment demand that we maintain a constant vigil in the areas of ethics and compliance. The advent of Zoom and the data privacy and compliance issues associated with it is a prominent example of how we cannot let our guard down even after rules have been set. 

The advent of fake news

Digitisation has upped the game for communicators. On one hand it has resulted in efficient processes and quick connectivity across various channels and even providing the last mile reach to the consumer. On the other, it has given birth to the advent of fake news.

Fake news at its very fundamental is the antithesis of ethics. Its ability to spread fast and masquerade as ‘real’ news poses a big challenge to the PR community. Remember, how it changed the way Americans voted in the last Presidential election!

Today, the public has become lazy and does not have the time nor the inclination to check the source of a particular news. ‘Re-styling’ nuggets of information to create a completely new story has become a routine. Additionally, the easy spread of news further compounds the problem. Hence, it becomes absolutely critical that PR firms check the news that they send out. This is what ethics is all about. 

As the 2000 PRSA member survey report shows, setting ethical standards requires long-term training and education, a commitment of resources and perhaps even an enforcement code in cases of non-compliance.

A two-way street

The core of ethics in a PR firm lies in providing truthful information, ensuring authenticity of facts and consistency all the time. Commitment to ethical conduct between a PR consultancy and client is a two-way street. It calls for equal adherence to standards, understanding the terms and evolving engagement from both the parties.

Setting of ethics and standards however cannot be the role of just the PR consultancy. Organisations have an equally strong role to play to ensure a culture that rides on integrity and transparency. 

The consultancy-client partnership thrives on the bedrock of ethics. Compliance therefore is expected and often demanded. 

The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.

Sarita Bahl

Country Group Head CSR at Bayer - South Asia

Sarita Bahl leads the Corporate Social Responsibility function for Bayer South Asia and is also the Director – Bayer Prayas Association. Prior to this, she successfully oversaw the communications and public affairs function for Bayer South Asia. Over her three decades of professional experience, Sarita has held multiple roles across diverse industries, public sector, trade associations, MNCs and the Not-for-profit sector. An alumnus of Tata Institute of Social Science and the Swedish Institute of Management Program, Sarita specializes in stakeholder engagement, sustainability and communications. She is passionate about animals (is mother to a female cat), books and movies.