Role of Public Relations Practitioners in the Implementation of Codes of Ethics in Organizations

Do Public Relations Officers Play a Role in Implementing Codes of Ethics in an Organisation?

In every organization, good governance must prevail for the success of the organization. Therefore, ethical service to the public is considered the key compelling factor towards good governance. Therefore, this calls for developing relevant codes of ethics that are applicable and acceptable globally. All actors in an organization must abide by the set codes of ethics. On the other hand, communication must prevail in any organization for the developed codes of ethics to be passed from the developer to all related and involved parties. This is where public relations officers come into play. They often get in touch with stakeholders from within and outside the organisation and can effectively serve an important role in implementing the codes.

Once the codes of ethics have been developed, a public relations officer must go through them and understand what is entailed before embarking on his duty to communicate them to all the other stakeholders in an organization. This is to maintain positive relations between involved role players who could be located internally or externally within the organization (Fawkes, 2014). If communication is conducted appropriately during the passage of the codes of ethics, a public relations officer could be accredited for the deliverance of a clear and vivid statement outlining the roles and duties, values, rights, and responsibilities of each player of an organisation and, giving clarity on behaviors that are ethical and are expected of the officials in the organisation.

A good public relations officer should also be able to communicate effectively with the public to promote their trust and confidence in the ethical performance of duties by the organization’s officials. They should also develop an external assessment to establish credibility and indicate whether the public is satisfied with the codes of ethics being implemented in the organisation. Personal and professional integrity should be evident in any public relations officer seeking to communicate codes of ethics to other players of an organisation (Parsons, 2008). They ought to pass the codes in a manner that elaborates their ultimate dedication to offering service in the best interest of their clients and employers. They ought to work on improving their competence by coming up with new ways of reaching the majority of individuals, groups, and institutions of society, wherever applicable, to communicate the codes of ethics.

The modes of communication adopted by Public relations practitioners to pass the codes of ethics should be effective. The means they are to embark on are, determined by various factors, including the level at which there is a tradition of public communication that all stakeholders of the organisation have agreed upon and the extent to which legal and administrative traditions have been rooted in the organisation.

It can therefore be concluded that public relations practitioners play a vital role in implementing codes of ethics as they reach various stakeholders of an organisation and can, therefore, effectively educate them on the same. However, they have to acquit themselves with the necessary public communication skills to pass the relevant content to various stakeholders of an organisation.

References

Fawkes, J., 2014. Public Relations Ethics and Professionalism: The Shadow of Excellence. Revised ed. s.l.: Routledge.

Parsons, P. J., 2008. Ethics in Public Relations: A Guide to Best Practice. 2 ed. s.l.: Kogan Page Publishers.