Guiding Principle: Public Interest Comes First
An ethical PR practitioner is not just a spokesperson—they are a guardian of trust. By standing firm on honesty and public welfare, even when it challenges internal pressures, they safeguard both the public interest and their employer’s long-term credibility.
The Public Relations Society of America (PRSA) Code of Ethics emphasizes that the public interest should be paramount, even when it conflicts with employer loyalty. Practitioners are expected to:
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Be honest and accurate in all communications.
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Disclose all necessary information for informed decision-making.
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Avoid actions that would compromise public trust.
How to Balance Loyalty and Public Interest
When you’re working on a communication strategy, there are some steps you can take to ensure you uphold the public interest.
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Encourage internal transparency
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Work internally to correct misinformation or unethical behavior before it becomes public.
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Example: If a company plans to release a product with known defects, a PR practitioner should advise leadership of the reputational and ethical consequences of withholding that information — and push for honest disclosure.
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Act as a moral compass
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Serve as an internal advisor who helps decision-makers understand public sentiment and ethical implications.
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Example: During a crisis, the practitioner might urge a CEO to issue a sincere apology rather than deflect blame, even if legal counsel advises silence.
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Whistleblowing as a last resort
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If an organization persists in unethical behavior that harms the public and internal efforts have failed, the practitioner may need to disclose wrongdoing (following legal and professional guidelines).
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Example: A government PR official discovers their agency is misreporting environmental data. If internal reporting fails, they may ethically disclose it to protect public health.
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Build credibility through consistency
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Advocate for long-term reputation and trust over short-term gains.
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Example: A pharmaceutical company wants to downplay the side effects of a new drug. A responsible PR practitioner might recommend transparent labeling and proactive public education, preserving trust and preventing a backlash.
Jane Keairns, Ethics Chair, Delegate
Dawn Buzynski, Delegate
