Ethics

Ethics has become a huge part of practicing public relations. It is especially important because of the bad reputation that public relations practitioners have been labeled with. Public Relations has been known as persuading people into buying things or believing what you want them to. This isn't true. Public Relations has has a bad reputation in the past and that is why it is important to be ethical so we can gain our trust back with the public.

Here are the important rules of Public Relations in the PRSA Code of Ethics:
http://www.prsa.org/AboutPRSA/Ethics/

Ralph B. Potter Jr. believed that ethical decisions were influenced by four interrelated variables. These variables are loyalties, principles, situation and values. This is how The Potter Box came about. Loyalties- asking what individuals or groups are important in this situation? Principles- Identify relevant ethical principles that should guide your action. Situation- Asking, what are the problems/opportunites inherent in this situation? Values- Asking, what are the values you should take into account such as friendship, trust, loyalty, etc.
Taking these four things into account you will have the right people and ideas in mind, which will help you be ethical in the decisions you make.

Here is a picture of the Potter Box, however, they replaced what we have said as situation to facts.


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