Let's Get Ethical, Ethical: Applying PRSA's Code of Ethics to real life.

It’s a Monday afternoon and I’m in need of a pick-me-up. Chances are, you feel the same.

Okay, are you ready? Want to hear a joke? LET’S ANALYZE THE ETHICAL STANDARDS OF A POLITICIAN.

Right?! Okay, really. Let’s talk ethics—more specifically the PRSA Code of Ethics. As PR pros, this is a non-negotiable part of our job. Clearly, we need to be ethically aware. What’s more important, though, is that we stay ethically savvy.

Here’s why. In a world full of offended people (me included, I’ll own it) ethics can quickly shift.

We need some general guidelines to keep us straight, because let’s face it, this is just another facet of PR that makes our work lives ever-changing. It can be hard to keep up, but PRSA has helped us out. Their code of ethics consists of values and provisions to guide us to morally correct decisions and behaviors. The purpose of this article is to briefly list and explain those. After my quick ethics lesson, I’ll apply this to a real-life current event.

Alright. PRSA’s Code of Ethics goes like this. There are six values:

1.     Advocacy: We advocate for our brands.

2.     Honesty: We present only accuracy and truth to the public.

3.     Expertise: We are trained beyond our college years, and commit to being forever learners in our chosen industries

4.     Independence: We stay objective and accountable.

5.     Loyalty: We are faithful to our brands.

6.     Fairness: We are open-minded and respectful of opinionated expression.

Basically, following the first set of rules will provide PRSA’s second list, PRSA Code Provisions of Conduct:

1. Free flow of information

2.     Competition

3.     Disclosure of Information

4.     Safeguarding confidences

5.     Conflicts of Interest

6.     Enhancing the profession

 However, when we slack in areas such as advocacy, honesty, expertise, etc. misconduct can occur.  Most often, it occurs in the areas mentioned above.

Blah blah blah. WHAT DOES IT MEAN, THOUGH?!

Well, let’s apply it to former Vice President, Mr. Joe Biden. Have you seen the news lately? 

“Joe Biden Jokes About Hugging in a Speech, Then Offers a Mixed Apology” (Lerer, 2019.)             

Don’t worry, I’m not picking sides here. I get tired just thinking about that. However, one thing is for sure, anytime you see the word “joke” in a political headline, someone is bound to cry ethics.

Basically, Biden came forward offering a clearly, UNclear apology for making women uncomfortable in the past. Later, he spoke at an International Brotherhood of Electrical Workers conference in Washington.  Right before he presented, he hugged the union’s president and said  

“I just want you to know I had permission to hug Lonnie…” (Lerer, 2019.)

The crowd burst into laughter, and the result? People are offended. How could he have handled this differently? Well, he could’ve just…not said that. Am I right?

But, for the purposes of this article, let’s run it down the list of PRSA’s values.

1.     Advocacy: I think he’s advocating for his crowd here, not for his people. He knew he’d get a good laugh and took advantage of it.

2.     Honesty: He gets a check on this one. I mean he asked for permission and just told us he did. It’s straightforward.

3.     Expertise: He took advantage of this, in my opinion. His political role and expertise are what makes him AWARE that sexuality and consent are current controversies.

4.     Independence: What is the opposite of a check mark? Oh, a big fat red “X.” That’s what he gets here. There is no objectivity here. He’s making his opinion known when he chooses to make a mockery of consensual boundaries.

5.     Loyalty: Um. Would former President Obama be proud of that statement?

6.     Fairness: Technically, he wasn’t disrespectful with his words; however, I think the comment was about the same as an eye-roll. It implied this attitude that women who demand spatial boundaries are too sensitive.

Again, please know that my opinions on this situation do NOT represent my political party of choice. I can guarantee you that. Do you want to know how? Because, half of the time, I don’t even know where I stand there. This isn’t because I’m a people-pleaser, it’s because I’m always weighing my options. I guess you could say, it’s because I’m trying to stay ETHICAL.

If I'm being nice, I give Vice President Biden a two out of six. If you HAD to, what score would you give him? All opinions welcome. After all, part of staying ethical is respecting those, right? Let's start a conversation! Just drop your score in the comment box.