“PR means telling the truth and working ethically – even when all the media wants is headlines and all the public wants is scapegoats. Public relations fails when there is no integrity.”
– Viv Segal of Sefin Marketing
Codes of ethics are important in practically any career. These ethics generally include universally appreciated traits such as honesty, loyalty, and confidentiality. Concerning PR, the Public Relations Society of America (PRSA) code of ethics provides ethical guidelines for all practitioners. Being a Public Relations Specialist, one has an obligation to serve the public interest and develop mutual understandings between organizations and their publics. When participating in activities that go against ethical codes, one’s reputation, career, and freedom is at stake. Ultimately, it takes about 10 years to build your reputation, and 5 minutes can ruin it.