Current research supports a historical trend of associating public relations with all things unethical – lying and spin-doctoring. Many critics argue that there can be no ethical public relations because the practice itself is promotes manipulation and propaganda. An unfortunate belief among many journalists and policy makers, is the belief that the term ‘public relations’ is just 'smoke and mirrors' to hide deception.
Certain groups criticise the public relations industry for a lack of ethics, counting the influence of public relations and lobbying as one of the primary threats to 'truthful journalism'. The industry professionals and fathers of PR haven't really helped disparage these rumours, with Hill & Knowlton notoriously saying
“We’d represent Satan if he paid” (http://backissues.cjrarchives.org/year/92/5/pr.asp).
Is ethical public relations even possible? Are public relations professionals really the ‘invisible professionals’ who influence. Apparent in every posting on this blog lies a continuity - transparency. Social media is the greatest asset and biggest woe to the pr practitioner. It can make a campaign, individual or brand in seconds and yet ruin it in the same moment.
Social media has become the new guardian of responsible communication, it holds value to every brand, consumer, politician and belief seeking a voice. This tool doesn't criticise individual ethics or belief, but in order to maximise its potential, it commands honesty.
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