In a new profession such as public relations, with no legal sanctions of registration and licensing, adherence to ethical standards is essential if you and the profession are to have the confidence of the public. Public relations practitioners owe integrity to society, to client, to employer, to those they deal with, and-no less important-to themselves.
With so many gray areas, the practitioner must let conscience be the guide for action. Shall the practitioner, for example, accept a dictatorial government as a client? The government may be recognized by the U.S., yet its conduct toward its own people denies the principle of human rights that our country and society stand for. My answer is that the practitioner should not. This is an ethical decision, not one of law.
Truth is the foundation of sound public relations activity. The concept of what is true varies with time and place, under differing conditions and according to the convictions of different people. One's truth may be another's untruth. Many scientific truths of even 50 years ago are the untruths of today. The religious truths of Confucius, Buddha, Isaiah, Martin Luther, and Pope John XXIII vary. Albert Einstein defined truth as "that which bears the test of experience." This definition is related to the pragmatism of William James, who said that what worked successfully in a good process was of itself good. Truth is inevitably selective, for limitations of time, space, and human understanding make it impossible to grasp it in its entirety. Your obligation to your own understanding of truth is fundamental.
In organizations the tendency is for people to bow to their superiors. If this were not so, organizations would function even less effectively than they do. The team would become a disorganized group whose members were working at cross purposes. A bureaucratic structure is essential. Nevertheless, it is vital that public relations practitioners retain objectivity, that they be guided by unbiased judgment rather than a desire to agree with their principals. The extent to which one follows this rule is a test of strength of character.
A person without adequate financial resources may find it difficult to follow the dictates of conscience to maintain strength of character. The practitioner, who does, however, will find that in the long run this rare quality will become a great asset. The practitioner will gain increased satisfaction from work and will sleep better at night.
The public relations practitioner must be discreet. The client or employer will disclose necessary facts of a confidential nature, and these confidences must be honored. A doctor or lawyer could not practice without holding in strictest confidence facts concerning patients or clients. So must the public relations practitioner consider relations with principles.
The public relations practitioner must have a knowledge of the social sciences. He is a practitioner in the application of the social sciences to the matter at hand. Unless the findings of social scientists have been mastered, the practitioner functions on so-called common sense, when science may have come to different conclusions. With continuing progress being made in uncovering new truths about human behavior, it is vital that the practitioner keep up with the literature of human behavior.
Imagination is a prerequisite of public relations. Innovation and creativity are elements that require imagination. You can be innovative by using new approaches to already existing patterns of action. Creative imagination is a rare quality.
Judgment is essential to a public relations practitioner. The ability to exercise good judgment comes from experience. It cannot be acquired overnight or taught. Only through experience can one learn to weigh facts objectively and evaluate their implications in an orderly way.
The background of a public relations practitioner should be broad. The practitioner deals with people, ideas, trends, and patterns of individual and group behavior. In evaluating any given situation, the practitioner must bring broad perspective to that evaluation.
The practitioner must have insight to absorb the implications of what is not seen by the naked eye. He must at the same time have objectivity and not be swayed by prejudice in evaluating a matter.
Objectivity is the result of logic. The public relations practitioner must be logical. He works on the premise that most of the sequences of life are logical, but he must realize that sometimes the sequences are illogical. Preparation is made for both. For instance, by studying the birthrate logical deductions may be made as to the number of people of voting age that will be in the population within a given number of years. The public relations practitioner plans for the future.
Orderly patterns of thought are a must for the public relations practitioner. Mental fuzziness is out. Ability to analyze a problem, to reduce it to its elements, place them in logical sequence, and explain lucidly the steps that must be taken to solve the problem are prerequisites for good public relations advice.
Mastery of such skills as writing and public speaking is useful in public relations, but it has less importance than other desirable characteristics. Skills can be learned or hired. Character, integrity, logical objectivity, imagination, the ability to create and innovate, and a knowledge of the social sciences are essential attributes of the good public relations practitioner.
The public relations practitioner wants to help people. The unemotional detachment of a research physicist or chemist is not advantageous. A desire to help should be a dominant characteristic. As the public relations practitioner grows in economic independence, much time will be devoted to advising people and organizations who do not pay for the advice. The practitioner will gain satisfaction from professional usefulness as do lawyers who work with the Legal Aid Society or the Civil Liberties Union, or doctors who devote time and effort to free clinic or hospital service. Such activity fulfills professional desires and responsibilities.
A public relations person must have continuing knowledge of public affairs. He or she must keep in touch with new developments in the field of communication, both mechanical and in opinion measurement.
