Professionalism and Ethics in the PR World

Ethics and professionalism each play a huge role in the public relations industry, and it is important for any PR executive to remain well versed in each of these subjects. Both topics are connected, considering that one’s professionalism can be compromised if they do not make the right ethical decision in the work place. PR professionals must be educated on ethics and professionalism in order to stay relevant and make the right decisions while on the job.
The topic of ethics can be very complicated at times. With several different philosophies surrounding the topic, and so many opposing viewpoints on what is right and wrong, there is still much to be learned about this complex subject. To many, ethics is known as a moral branch of philosophy. This branch of philosophy addresses right and wrong conduct. Originally, the term ethics came from the Greek word “ethos,” that is used to describe the beliefs and values of a community, nation, or ideology. Over the years, philosophers divided ethics into three major areas of study. These areas of study include meta-ethics, normative ethics and applied ethics. It is important for any PR professional to study ethics as much as possible, so they are able to make the right decision if they ever face an ethical dilemma in the workplace.
The topic of professionalism goes hand-in-hand with ethics, and it is important for all PR practitioners to remain professional at all times. The Webster’s dictionary defines professionalism as “the skill, good judgment, and polite behavior that is expected from a person who is trained to do a job well.” The definition of professionalism is fairly simple to understand. In today’s world, those trained to do a specific job or educated in a specific field are usually held to a certain standard in the workplace. These people are expected to look, dress and behave in a way that is seen as “professional” by their peers and colleagues. When a person stays up to par with this professional standard, it will likely increase their overall success when looking for a job or carrying out tasks for a job they may already have.
When PR practitioners choose not to practice ethics and professionalism on the job, it usually results in hurting their organization or personal reputation. This is why it is important for everyone to conduct themselves professionally and make the right ethical decisions.


Why Stewardship is Important in the Client Relationship Between Broad Magnolias and Youth Oasis

For the past four years, we have learned about client relationships and stewardship, and why they are important for public relations professionals to apply. During these four years, we’ve sat in our desks and soaked in information from PowerPoints, textbooks, professors and guest speakers. Year after year, we’ve heard the same thing: PR is about keeping up relationships with your client. That is what sets us apart from marketing and advertising. It hasn’t been until this course, however, that we had the opportunity to take what we have learned in the classroom and apply it to working with a client. Our client, Youth Oasis, is Baton Rouge’s Children Shelter.

From the first time we met with our client’s executive director, Rafael de Castro, it was obvious he was a people person. From his friendly demeanor, to the way you could feel his passion as he spoke about his non-profit, it was apparent that keeping a relationship with the client was going to be a positive learning experience.

Learning to keep a strong client relationship is a professional value that every public relations professional needs to know. Prtini.com states that a client and agency relationship should be a partnership, explaining that “collaboration and teamwork are important.” It’s significant that the client and agency have good communication, and keep everything honest.

“We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.” The PRSA Member Statement of Professional Values about honesty explains in the best way that it is crucial to keep everything honest between the client and agency. If you have news that the client might not want to hear, but needs to hear, it’s something that needs to be told. Lying is never a good idea when it comes to your client and can absolutely break the relationship between a client and their agency. In fact, according to David McCulloch, Director of Corporate Communications at Cisco, “a breakdown of trust” is the top reason client and agency relationships fail.

Stewardship is a way to nurture your client relationship. Blog prbrandbuilder.com claims that reciprocity, responsibility, reporting and relationship nurturing are the four elements that will build a trustworthy business and create strong relationships between clients and the agency members.

When working with our client, Youth Oasis, Broad Magnolias has put these elements to use to keep a strong client relationship. At Broad Magnolias, we believe strongly that keeping an honest, friendly and professional relationship is the best way to create and continue a strong client relationship. To learn more about Youth Oasis, visit their Facebook page or Twitter.


Bringing Our Professional Values and Competencies to Youth Oasis

“Being professional” has nothing to do with having an actual “profession.” This is a concept that is drilled into all of our heads as soon as we begin taking part in organizations or sports teams or summer jobs as teenagers. As a completely biased individual when it comes to the importance of good public relations, it is my job to harp on the fact that solid professional values and competencies are much more important to the ever-so-crucial world of public relations. After all, we have more than our careers in our hands. We have the reputations, careers and public opinions of every client we have the pleasure of working for right at our very fingertips. (No pressure, right?) But this is why we are PR people. Our personalities cause us to thrive off of pressure and of the idea of the ball being in our court. But don’t take it from me. According to the website of American Physical Society, “PR is vital to outreach programs.” It also states that good public relations “can lead to strong community and industrial partnerships, and even financial support.” This is an issue of passion: of putting our ethical codes and values to the test for the very first time as distinguished individuals and experts. The Public Relations Society of America’s website gives the PRSA Member Statement of Professional Values. It states that “these values are the fundamental beliefs that guide our behaviors and decision-making process.” The values include: advocacy, honesty, expertise, independence, loyalty and fairness. We as members of Broad Magnolias make an oath as professionals in this field to work by these standards and hold ourselves to the standards that are expected of us and that we expect of ourselves. Albert Einstein once said, “Try not to become a man of success but rather try to become a man of value.”

Cutting Edge PR released a piece titled “Why trust is really important to you.” It goes into detail about what being trustworthy accomplishes with your client and what trust actually means. The more one reads about wholesome values, competencies and ethics, the more one understands that it makes more logical sense to stick closely to set and stick to ethical guidelines from the beginning of the campaign. It also says that for public relations to be effective, people have to trust you. Youth Oasis trusts us. They trust us to take care of their respected and highly praised name in order to gain them even more respect and praise. We are fortunate in the sense that it is easy to apply professional values and competencies to an organization that holds fast to their values in the first place. In our first meeting with Youth Oasis to discuss their expectations for us throughout our time with them, they were quick to tell us about the restrictions that are placed on any events that they host because of their affiliation with children. This was very comforting because as professionals who have had little opportunity for experience, we do not want to accidentally or coincidentally overstep any boundaries that we were unaware of. Youth Oasis has been very transparent with us in showing us what they expect and do not expect of us, and we have been very transparent with them in explaining to them our competencies and limitations for our time together.