Ethics and Professionalism in Public Relations — Study Notes (Transcript-Based)

Ethics and Professionalism in Public Relations

• Context and purpose of the lecture

  • Covering ethics, professionalism, and basic laws to govern the field responsibly.
  • Emphasis on knowing when to say no and aligning actions with personal and organizational values.
  • Assignment logistics mentioned:
  • Assignment 1 is in your d2 shells and open until the 30th of the month (main deadline given). The instructor noted you should have your books ready by the next week; a copy from a 2020 version was acceptable (the instructor is flexible about edition: 2020, 2021, 2022 versions).
  • If you’re still working, you have until the 30th for quiz 1 and assignment 1.
  • Signed syllabus (consent form) deadline discussed as the 19th; signing earns a quick 2% for professionalism.
  • There was a brief moment of date clarification about the 21st vs 18th/19th; the instructor advised to follow the dates provided (ignore the conflicting page that showed a different due date).
  • If you haven’t signed yet, do it soon to secure the 2% professionalism credit by the 19th.
  • The instructor indicated a desire to start marking the syllabus consent forms right away.

• Reflection on ethics in practice

  • Ethics are context-dependent and vary with platform, ideologies, and personal or corporate values.
  • Ethics can be described as a compass: it points toward a consistent “north” regardless of the situation, helping practitioners orient decisions in PR.
  • The discussion included a simple ethical dilemma to illustrate how anchors affect decision-making:
  • Scenario: Attending a cocktail party with influential names; partner is health-conscious but has gained weight; a legal/ethical question arises: Does asking, “Does this make me look fat?” anchor decisions to truth, sensitivity, or personal/brand values?
  • Different anchors (the other person, the relationship, personal habits, prior principles) can lead to messy ethical conclusions because what is ethical for one person may not be for another.
  • This tension contributes to PR’s image problem: PR professionals are sometimes perceived as primarily serving a brand or client, potentially at the expense of the public interest.
  • The field is highly regulated and guided by professional codes of ethics to counter negative stereotypes and conflicts of interest.

• The PR field’s image and the role of ethics

  • Public perception often casts PR as trying to protect or manipulate a brand at any cost, leading to reputational risk.
  • A strong ethical framework is essential to maintain trust, legitimacy, and professional integrity.
  • There is a need to balance relationships, situational pressures, and established professional standards.

• The CPRS Code of Ethics (Canadian Public Relations Society)

  • The CPRS is a professional body, not a government regulator; it relies on self-policing rather than governmental enforcement.
  • The Code provides a baseline of professional standards and contains a judicial/ethics mechanism to enforce against breaches.
  • The Code was established in 1961.
  • Key enforcement and structure points:
  • An ethics/judicial committee is responsible for enforcement.
  • Violations can lead to consequences such as suspension or revocation of membership (sanctions, not criminal penalties).
  • Why the Code exists: to foster professionalism, protect the public, and ensure integrity in PR practice; it also acts as a practical tool for decision-making in everyday work.
  • The speaker suggested looking up the full code (e.g., search for “CPRS Code of Professional Standards”) to see the entire list of rules and guidelines; the lecture provides a snapshot but not every rule

• Summary of the nine rules (as discussed in the lecture)

  • The speaker referenced a nine-rule framework in the CPRS Code of Ethics and then described several specific expectations:
  • Do not mislead the public; avoid misrepresentations that would damage the dignity of the brand.
  • Deal fairly with past or present employers; maintain professional integrity in relationships.
  • Be prepared to disclose the names of employers or clients for whom public communications are produced, and the origin of the public communications when required.
  • Do not represent conflicting or competing interests without the express consent of the client or organization involved.
  • Do not guarantee specific results beyond what is realistically achievable; avoid overstating capabilities or outcomes.
  • Note: The transcript does not list all nine rules verbatim; these are the points explicitly described in the discussion. For full details, refer to the CPRS Code of Ethics (1961) and the official code.

• Practical implications and examples

  • The Pepsi Points case (illustrative example of ethical risk and claims):
  • A marketing promotion suggested that accumulating 7{,}000{,}000 Pepsi Points could yield a Harrier jet.
  • A consumer attempted to redeem the points for the jet, leading to a dispute over whether the offer was legitimate or a misrepresentation.
  • This example illustrates why PR ethics require honesty in claims, careful framing of promotions, and a clear linkage between promises and deliverables.
  • The case highlights the risk of misleading or overpromising in campaigns and the importance of aligning communications with what can actually be delivered.

• Practical takeaways for coursework and professional practice

  • Ethics serve as a guide to navigate real-world PR challenges, balancing advocacy for a client with public interest and truthful communications.
  • Engage with the CPRS Code of Ethics as a concrete reference point when making decisions, especially under pressure from clients or stakeholders.
  • Recognize that ethics is not purely rule-based; it also involves judgment, transparency, accountability, and the protection of professional reputations and relationships.
  • When in doubt, opt for clarity, honesty, and disclosure; seek consent for potential conflicts; avoid misrepresentation; and aim to protect the dignity and trust of the brand and the public.

• Connections to prior learning and real-world relevance

  • The ethics compass aligns with foundational principles in philosophy (normative ethics) and professional practice (code-based governance).
  • The CPRS code exemplifies how professional standards translate into day-to-day decision-making in PR.
  • The discussion ties ethical frameworks to practical outcomes: legitimacy, trust, and long-term reputation management for individuals and organizations.

• Ethical, philosophical, and practical implications discussed

  • Ethical relativism vs. universal standards: ethics in PR requires shared standards to reduce “messiness” across diverse anchors and stakeholders.
  • The tension between loyalty to a client/brand and accountability to the public: codes of ethics help resolve conflicts and avoid harm.
  • The role of regulation: while CPRS is not government, it provides a meaningful regulatory framework to uphold professionalism and protect the public interest.

• Numerical references, formulas, and exact figures mentioned

  • Coherence with the dates and edition references:
  • Code established in 1961.
  • Course deadlines and numbers:
  • Assignment and quiz deadline around the 30th of the month.
  • Syllabus consent deadline 19th.
  • Editions mentioned: 2020 version (also acceptable were 2021, 2022 versions).
  • Professional credit: two percent for professionalism, 2 ext{%}.
  • Pepsi Points example: 7{,}000{,}000 points and the Harrier jet.

• Final note

  • For complete details on the CPRS Code of Ethics, perform a quick search for the CPRS Code of Professional Standards to review all nine rules and enforcement procedures.