Ethical Practice (5)

Chapter 5 seemed to be a reminder that regardless of profession, there will always be a need for ethics, integrity and character.

The two main things that I learned from the reading are as followed:

The first, is that PR practitioners need to be alert and on their toes at all times. They need to be ready to tackle issues and situations that may be detrimental to their company's reputation and image. 

"Public relations practitioners should be at the forefront of any movement for ethical organizational conduct, because PR campaigns often involve important community issues and the lives of many."

The quote from the reading shows how heavy a responsibility a PR practitioner has on his or her shoulders. They need to be very careful with the approach they take and use on each job. Ethics needs to be in their character, as it will be the drive of their positive and upright involvement in the industry.

Secondly, PR practitioners must play the roles of many people at one time - It is inevitable.

Being a counsellor, advocate, corporate monitor and corporate conscience all at once is a pretty impossible, stress-filled job. When there is so much required and expected of a practitioner, the need for PR ethics in an organization must increase as such important practitioners literally slug their guts out to do their jobs well. 

However, the very fact that PR practitioners are the ones enforcing ethical practice in itself, provides fulfillment and complete satisfaction as the company's conscience is clear and can be proud of its achievements. Although I've not entered the PR industry or worked in a PR practitioner position, I can already sense the pride and honour of being a practitioner. 

The reading made me question: Which role of a practitioner matters most out of the 4? 

It is a fact that no matter how many roles a person has, he has to focus on one somehow, depending on the company's needs. 

I personally think that being a corporate conscience matters most. A company or organization needs to keep its pride, image and reputation intact and unharmed. The PR practitioner 'serves as a moral keeper for both communications and actions'. In my opinion, it is most vital that morals and values are kept. Without them, the company could possible succumb to corruption, deceit and all the other negative things that industries struggle with. 

And I'm wondering.. If ethics are 'personal values or deeply held beliefs that underpin the behaviour and moral choices made', does that equal to character?

Does this equation (made up by yours truly) come close to the truth? 

Ethics = Integrity + Character?

And now.. I can't sleep.