The Ethical Gut-Check

by Kerry Martin

Almost every industry or profession has a moral standard to which they adhere.  Doctors have the Hippocratic Oath, lawyers have the Bar Association with its Rules of Professional Conduct and the clergy have a pretty big book.  For public relations practitioners, we have a code of ethics – both developed by the Public Relations Society of America and the Florida Public Relations Association (FPRA).

Yesterday during a breakfast meeting of the Orlando Area chapter of FPRA, Roger Pynn, APR, CPRC, gave the room of PR professionals a pop quiz on their knowledge of the Code of Ethics.  While no one could recite any of the 14 principles from rote memory, in every business scenario he posed to the group, the audience could point out the ethical dilemmas and what lines were crossed.

Throughout the presentation, I saw PR practitioners studiously reviewing the principles of adhering “to the highest standards of accuracy and truth,” dealing “fairly with the public” and exemplifying “high standards of honesty and integrity.”  But what Roger offered the group was perhaps more helpful than any pneumonic memorization device:  a mirror.

ethics_mirror

Roger’s advice:  If you want to know whether you are doing the right thing, take a long hard look at yourself in the mirror.  That’s the ethics gut-check you really need.

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