Public relations vs. Spinning

As a PR professional I have come to realize that many people have a misconception of our profession. People that do not understand what PR is may think that we simply “spin” negative stories about our companies/organizations. PR practitioners that are not properly trained or that participate in unethical practices can be seen as “spinners.” Spinning brings up the issue of ethics within our profession. Public relations adheres to a code of ethics much like other professions. Below you will find the Public Relations Society of America code of ethics. This code of ethics lists core values that are at the heart of our profession. Although many people make mistakes and have moments of weakness, it is important to be aware for the ethical dilemmas that you may encounter if you have such moments. What do you see as a serious ethical dilemma within our profession?Advocacy We serve the public interest by acting as responsible advocates for those we represent. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate. Honesty We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public. Expertise We acquire and responsibly use specialized knowledge and experience. We advance the profession through continued professional development, research, and education. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences. Independence We provide objective counsel to those we represent. We are accountable for our actions. Loyalty We are faithful to those we represent, while honoring our obligation to serve the public interest. Fairness We deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. We respect all opinions and support the right of free expression.(This information was taken from the PRSA website. This code of ethics was not created by me but by PRSA. This information can be obtained at http://www.prsa.org/aboutUs/ethics/preamble_en.html)

-Nicole Jackson