Trust and Ethics
Last week, Edelman revealed the results of its annual Trust Barometer. The results showed drastically low levels of trust in government, business, media and NGOs, not just in the United States but globally. Trust levels in media hovered at 43% while trust levels in government checked in at 41%. Trust in CEOs dropped to an all-time low of 37%. Across the board, individuals feel the current system has failed them, that it is unfair and there is little hope to be seen in the future.
No matter the role, trust is critical for success. And trust depends on transparency, an openness to differing point of views and a commitment to ethical practices.
This week, “alternative facts” are dominating the headlines and we are seeing media blackouts placed on government agencies. What defines a trusted source of news often depends on your point of view. More than likely, your social media echo chambers reinforce your opinions and if not, there’s always the option to block those who don’t agree.
As PR professionals, communication is what we do. Trust is critical to doing our jobs well. Success is based on a mutual level of trust with our clients, the media and the public. Once destroyed, this trust is hard, if not impossible, to rebuild.
With more than 22,000 members, the Public Relations Society of America (PRSA) is the world’s largest and foremost organization for public relations professionals. They have outlined a code of ethics for the public relations profession, the fundamental beliefs that guide our behaviors and decision-making process, setting an industry standard for the professional practice of public relations. These core values include, among others, honest, independence, loyalty and fairness.
This Code of Ethics reinforces that, as PR professionals, we have an obligation to work in the best interests of our clients, to avoid real or perceived conflicts of interest, to avoid deceptive practices, to be honest and accurate in all communications, and to maintain the integrity of our relationships that will protect and advance the free flow of accurate information
It’s part of our job description. We are obligated to use communications in a responsible way. To do it for the better, not for personal self-interest. To be honest and to build trust, not tear it down. Let’s get to it.
