Ethics in PR: Building trust in era of misinformation

DAVID ODIMEGWU

David Odimegwu, a Public Relations and communications specialist, has worked in client management and media monitoring,  covering FMCG, aviation, oil and gas, real estate, and telecommunications sectors. 

In the fast-paced world of modern communication, misinformation can spread with alarming speed, leaving confusion and distrust in its wake. As a PR practitioner, I’ve witnessed the challenges this era of misinformation presents and the vital role communication ethics plays in navigating these turbulent waters. Public relations isn’t just about managing a brand’s image; it’s about fostering genuine relationships based on trust and transparency. In an age where “fake news” and sensational headlines often capture the public’s attention, the responsibility of PR professionals to uphold ethical standards has never been more critical.

Foremost, ethics in PR is about honesty. It is tempting to spin a story to show our clients in the best light, but authenticity is what truly resonates with audiences. People can sense when they’re being misled, and once trust is broken, it is incredibly hard to rebuild. Therefore, our commitment to truth, even when it is difficult or unflattering, is essential.

Let us consider a real-world scenario: A company faces a significant product recall. The initial reaction might be to minimise the issue or deflect blame. However, an ethical PR approach would involve full transparency — acknowledging the problem, explaining the steps being taken to resolve it, and providing clear, honest communication throughout the process. This approach not only mitigates immediate damage but also demonstrates accountability, which can strengthen the company’s reputation over time.

Transparency is a powerful tool in our arsenal. By being open and honest, we can transform potential crises into opportunities for demonstrating our clients’ integrity and commitment to doing the right thing. This transparency should extend to all areas of communication, from press releases to social media updates, ensuring that the public receives consistent and accurate information.

Another cornerstone of ethical PR is accountability. As practitioners, we must hold ourselves and our clients to high standards. This means not only admitting mistakes but also learning from them and implementing changes to prevent future issues. Accountability builds credibility and shows that we value our relationship with the public enough to own up to our actions. Moreover, ethical PR requires a proactive approach to combating misinformation. This involves actively monitoring the media landscape for false narratives and addressing them swiftly with factual, clear communication. By doing so, we not only protect our clients’ reputations but also contribute to a more informed public discourse.

Building trust is a continuous effort. It is about consistently applying ethical principles in every aspect of our work, from strategic planning to everyday interactions. As PR professionals, we have a unique opportunity to shape perceptions and foster trust in an era where scepticism is high. By prioritising ethics, we not only enhance our clients’ reputations but also contribute to a more honest and trustworthy media environment.

Indeed, the role of ethics in PR cannot be overstated. It is the foundation upon which trust is built. On July 16, all over the world, PR practitioners and everyone connected to the profession celebrated World Public Relations Day 2024. As we continue in the celebration of WPRD 2024 and navigate the complexities of modern communication, let’s commit to honesty, transparency, and accountability. By doing so, we can help build a more informed, trusting, and connected world.

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