Ethical Public Relations: The Scandal of Flacks on TV

In this swift-paced information age, the role of public relations experts has expanded dramatically. Beyond crafting compelling narratives and forging media relationships, we're also tasked with the vital role of upholding ethical standards amidst the ever-evolving digital scene. The myriad ethical complexities today's PR practitioners face are exacerbated by popular culture.

Ethics, you say. From PR people?

You can be forgiven for thinking that’s amusing, especially due to the decades of the profession being routinely kneecapped, and at best, sensationalized in media and pop culture. To be charitable, the portrayal of public relations professionals usually skews towards the extreme. Our craft is subject to harsh critiques, and the depictions we see on screen don't do us any favors.

Take the television series ‘Flack’ — it amped up the celebrity PR game to an absurd level, far removed from the reality of our typically nuanced profession. (“Flak catchers” or “flacks,” is the rather outdated and slightly snide term for PR professionals.) The show ‘Scandal’ ludicrously misrepresented crisis communications practices and professionals.

The only real scandal here is the flack PR professionals catch from bad screenwriting.

Films from ‘Phone Booth’ to ‘Sweet Smell of Success’ to ‘Wag the Dog’ have painted PR folks as ethically flexible, spotlight-chasing operators.

And don’t get me started on ‘Sex and the City.’

These glammed-up caricatures overlook the strategic acumen and ethical considerations that are the true hallmarks of our field. Let’s take a look at the actual work we do to maintain client ethics and brand reputation.

Understanding the Ethical Landscape

In the digital realm, where the lines between reality and fabrication often blur, maintaining ethical clarity is increasingly challenging. Whether managing influencer partnerships or handling sensitive data, PR professionals must consistently weigh the implications of their actions against the steadfast principles of honesty, transparency, and accountability.

Adherence to the Public Relations Society of America's Code of Ethics is not a mere formality but a fundamental practice for PR professionals, as it's “designed to anticipate and accommodate, by precedent, ethical challenges that may arise.”

Influencer Partnerships: Ethical Considerations

In the realm of influencer marketing—a cornerstone of contemporary PR strategies—questions of authenticity and disclosure are paramount . Ethical PR mandates transparency, ensuring that sponsored content is unmistakably identified, satisfying regulatory standards, and nurturing trust with an audience that prizes honesty above surreptitious advertising.

Moreover, it's incumbent upon PR experts to ensure influencers do not exploit trending crises for increased engagement. For instance, an influencer co-opting the #Gaza hashtag to promote unrelated content, like fall fashion, is a breach of ethical conduct deserving of censure and dismissal.

Data Privacy and Responsibility

The power of data is immense, and with this power comes the responsibility to use this data ethically. PR professionals must ensure that data collection and use align with privacy laws and ethical norms. Respecting consumer privacy is a dual duty, both legal and ethical, pivotal to building trust.

Combating Misinformation

In an era plagued by misinformation, the duty of PR professionals to circulate accurate and truthful information has never been more crucial. Rigorous fact-checking and resisting the urge to sensationalize are key to upholding the integrity of our profession.

For example, Robert F. Kennedy, Jr.'s quixotic presidential campaign experienced a setback when it used a Russian stock photo featuring campaign merchandise. Similarly, Colorado senate candidate Joe O’Dea's campaign ad, which mistakenly featured Russian-made Sukhoi jets , intended to represent American military strength, underlines the need for meticulous vetting to maintain the credibility of political messaging.

Building Long-Term Trust

The bedrock of ethical public relations is the construction and maintenance of long-term trust with audiences, necessitating an unwavering commitment to ethical practices across all facets of PR. By integrating ethical considerations into our strategies, we defend our clients' reputations and elevate the PR industry's stature.

Navigating the ethical tribulations of modern public relations is a complex endeavor. It necessitates a balanced approach to strategic communication and moral responsibility. As PR professionals, our vigilance and commitment to ethical practices are essential, assuring that our work not only achieves its intended effect but does so with integrity and respect for our audiences.

Those seeking to collaborate with PR professionals should view unfamiliarity with a code of ethics as a red flag. It's imperative to partner with those who not only understand but embody ethical principles.

And if they act like a character from ‘Scandal’ or heaven forbid, ‘Sex and the City,’ run, don’t walk.

Originally published on All the Fits That's News. Subscribe free here.