The Chartered Institute of Public Relations arranged an Ethics course for its members as part of our ongoing professional development. Justin Jackson was our trainer.
We started by looking at the link between ethics and morals, used interchangeably; one person suggested that morals are our internal guiding compass.
In the 90s, I attended a consular training course soon after starting to work with the Canadian High Commission in West Africa. It was the first time I worked in a truly multi-cultural environment, and I learned not to assume that my thinking or opinion on a given situation works for everyone. It doesn’t.
Ethics can be culture-led and it became obvious in the workshop that it’s never a good idea to impose my beliefs on a culture I haven’t lived in. It was a good life lesson that encouraged me to have cultural respect and understand that it plays a key role in how we see things and where we go to seek solutions. I believe work environments should create safe spaces for people to talk freely, unencumbered by any perceived obstacles within the workplace and its status quo.
Justin believes we should use our skills to give the vulnerable in society a voice. I agree with this, despite being told that if a topic isn’t relevant to my brand, to avoid discussing it or commenting.
Ethics affect how we make decisions and lead our lives and from an early age, I had a strong sense of justice. I observed discrimination and inequality meted out by those in authority, and I knew it was wrong, despite the herd’s acceptance.
Our core values represent what’s important – mine are listed on this page – they help to pinpoint the source of our discomfort and with making the right decisions.
We explored relativism and its distinction from universalism. In the context of my (consular) training, I learned that relative to those around me, there is no absolute truth. Things are factually different in different places.
In PR our role is to promote and protect client reputation, earn understanding and support, and influence opinion and behavior – but we must do this in an accurate and transparent way that balances with the needs of other stakeholders and causes no harm.
We all have different roles and responsibilities, but acting ethically means:
Justin Jackson
- Being transparent and avoiding conflicts of interest
- Respecting confidentiality
- Acting respectfully and with care for others
Ethics, Reputation, Behaviours, Transparency
Included in our course materials was the CIPR Code of Conduct. It serves as a guide for our customers to know that we strive to operate with integrity and work to protect clients from unnecessary reputational risk.
The Code of Conduct represents an important standard, which sets the expectations for conduct and behaviour while a member of the CIPR. Under the principles of the Code of Conduct, members agree to:
1. Maintain the highest standards of professional endeavour, integrity, confidentiality, financial propriety and personal conduct;
2. Deal honestly and fairly in business with employers, employees, clients, fellow professionals, other professions and the public;
3. Respect, in their dealings with other people, organisations and government bodies, the legal and regulatory frameworks and codes of practice of all countries where they perform activities;
4. Uphold the reputation of, and do nothing that would bring into disrepute, the public relations profession or the Chartered Institute of Public Relations;
5. Respect and abide by the Code of Conduct and related Notes of Guidance issued by the CIPR and ensure that others who are accountable to them (e.g. subordinates and sub-contractors) do the same;
6. Encourage professional training and development among members of the profession in order to raise and maintain professional standards.
By-law 2 of the Code of Conduct binds all CIPR members to a code of conduct, which it is the responsibility of the CIPR’s Board of Directors to decide upon.
The Charter Regulations set out how possible breaches of the Code should be investigated and, if appropriate, punished.
By-law 12 of the Code of Conduct sets out the expectation that members shall exercise their professional skill and judgement to the best of their ability, and discharge their professional responsibilities with integrity.
CIPR members are expected to know and understand the standard of professional conduct set out in the Code – and the consequences of failing to meet those expectations.
At the heart of the Code of Conduct are four Principles of Good Practice:
• Integrity
• Competence
• Transparency
- Confidentiality
If you have integrity, nothing else matters. If you don’t have integrity, nothing else matters.
Alan K. Simpson