Foreword

If there is one question that haunts the public relations industry it's the question of ethics.

In recent years there has been increasing alarm about ˜spin particularly in the political and business environments, and this has had a knock-on effect on the public relations industry as a whole. It is ironic that at the very time when professional communicators are being used more and more and their expertise is being recognised, there are also persistent rumblings about the integrity of the practice.

We can all think of defining moments when the ethics of the profession have been questioned, but it's also true to say that the vast majority of practitioners do their job with honesty and openness, trying to be fair both to the organisation they represent and to those who they are dealing with in the external world.

However, there is no doubt that public relations people sometimes face difficulties in the complex working environment in which they operate . Although they want to tell the truth, sometimes their understanding of the truth is imperfect for a variety of reasons. Making consistent ethical decisions in a diverse world where cultures and values clash is not easy. Being loyal to employers while living with conscience can bring conflict.

That's where Ethics in Public Relations by Patricia Parsons can help. Not many public relations people have had training in ethics and ethical decision-making and this book fills that gap. In a very readable and logical manner the author takes us through the practical world of ethics, dealing with definitions, some basic ethical theories and principles and some typical ethical problems. She then goes on to talk about ethics and the practitioner, getting personal. She asks the reader to examine their own moral principles and how these underpin approaches to practice. Looking then at current public relation practice; the author presents us with some of the real ethical challenges that confront those involved, outlining some ethical decision-making tools that can be used to ensure that a thoughtful and consistent approach is taken. She rounds off with some reflections about accountable public relations, drawing out the implications for practice as a whole.

All those practitioners who belong to professional bodies sign up to a code of conduct. Indeed, the Global Alliance of Public Relations and Communication Management thought that ethics was so important that agreeing a global ethical protocol was its first major project when it was formed in 2001. However, codes and protocols need translating into reality. Patricia Parson's book will help busy practitioners who are concerned about ethics to do just that.

Anne Gregory
Consultant Editor