A GLOBAL CODE?

If there is controversy about the need for codes at all, despite the fact that there are plenty of them around as we have already discussed, why would anyone want to create yet another one ”a global code or protocol, as it is specifically named?

The Global Alliance for Public Relations and Communication Management is the most recent membership organization to weigh in on the issue of the advantages of a worldwide code of ethics, cultural differences notwithstanding. The code that was developed and floated at an international conference in 2003 is provided to the member associations as ˜a yardstick by which [member associations are] to review and revise their own Code ^{[ 3]} This will at least result in some consistency in ethics codes throughout the world.

The notion of a code of ethics that is consistent through the world implies that society, with whom we have a contract to provide a certain kind of specialized service, can expect a uniform level of moral behaviour that is considered to be acceptable within a peer group. However, whether it is a local code, a regional code, a national code or a global code, it can still suffer from the same limitations that we have already discussed. On the upside, few of us could argue with the conclusion that even sitting down as an international group and discussing ethical concerns is a valuable exercise ”at least for those fortunate enough to have been members of the committee.

The unanswered question, however, still remains: is the field of public relations any more ethical because we have codes of ethics than it would be if we just forgot about them?

^{[ 3]} Global Alliance for Public Relations and Communication Management [accessed 25 November 2003] Global Protocol on Ethics in Public Relations . http://www.globalpr.org/knowledge/ethics/consultation.asp