(Verus, 2015)

The beginning of the 21^st Century saw the Corporate world rocked by corruption scandal.  Enron, Worldcom and Tyco International were at the centre of a series of serious frauds that drove significant changes in the regulation of corporate practices in America and globally.  (Tiwary, 2015)

Governments and society reaction sent a clear message that the basic human morals of honesty, respect, and fairness would not be compromised for profit and greed.

These events have driven a revolution to embed ethical standards and behaviours in all aspects of business, commercial and consumer services. Whilst regulation and legislation create a framework of enforceable standards, the ‘code of ethics’ acts as a statement of behavioural expectations.

For Public Relations professionals, the Public Relations Institute of Australia (PRIA), as the peak professional body requires members to adhere to a 15 point ‘code of ethics’.   This code of ethics provides assurances to customers of PRIA members that they will adhere to the highest ethical practice and professional competence incorporating, honesty, fairness, respect, accuracy and integrity. (Public Relations Institute of Australia, 2009)

Whilst not enforceable, the ‘Code of Ethics’ provides a clear provision of standards that if followed will assist the PR professional to avoid criticism, complaint and potential indictment.

(Cliparts, 2012)

‘Defamation’ is an area of risk for Public Relations professionals, and requires particular attention.  A defamation can occur when false or incorrect information about an individual or group is published and that information damages their reputation.  (Wilcox, et al., 2013)

Integrity of the source information is the responsibility of the PR Professional; ignorance is not an excuse for using false information.  Whilst the ‘code of ethics’ will assist the PR profession, nothing replaces the simple tenant of personal ‘honesty’ … In the words of George Washington,

“I hold the maxim no less applicable to public than to private affairs, that honesty is the best policy.”

(Viking, 2013)

Reference List

Cliparts, 2016 [online] Available at: http://www.cliparts.c0/judge-hammer-clip-art [Access 12 May 2016]

Public Relations Institute of Australia, 2009. Code of Ethics. [Online]
Available at: https://www.pria.com.au/documents/item/6317
[Accessed 12 May 2016].

Tiwary, R. S., 2015. Ethical Responsibilities of Business, online: Great Neck Publishing.

Verus , 2015. Verus Recruiting. [Online]
Available at: https://plus.google.com/+VerusrecruitingconsultantsCa/photos
[Accessed 12 May 2016].

Viking, 2013. Great Speeches – Words that Made History.. First ed. Sydney: Penguin Publishing (Australia).

Wilcox, D. L., Cameron, G. T., Reber, B. H. & Shin, J.-H., 2013. Think Public Relations. Second ed. New Jersey: Pearson Education, inc.