The art [of public relations] consists of understanding individual and group motives and desires and using them to create specific public movements.
— Edward Bernays, one of the founding fathers of PR
Table of Contents
Introduction
“All professions are important” — that’s what we were told through the pages of children’s books. However, society treats professions differently. While some enjoy prestige and admiration (doctors, scientists, polar explorers), others are viewed with suspicion or even disapproval. Unfortunately, public relations (PR) professionals sometimes fall into the latter category.
Why is that? First and foremost, the general public still knows little about what PR really is. A survey revealed that most people misunderstand the nature of the profession — nearly 60% of respondents associated PR with “advertising.” Moreover, the second, third, and fourth most common associations were “black PR,” “deception,” and “propaganda.” In other words, PR specialists are often perceived as dishonest.
Indeed, PR professionals sometimes use manipulative techniques such as exaggeration or strategic ambiguity. This is often dictated by the nature of their work — too much can be at stake: the reputation of an individual, a company, or even an entire philosophy embodied in a commercial project.
Edward Bernays argued that PR is merely a tool — like any other. According to him, how that tool is used — for good or for evil — depends entirely on the practitioner. Notably, Bernays used the term “propaganda,” which in the 1920s had a slightly different connotation than it does today.
Thus, one of the most influential figures in PR history left the ethical responsibility for methods used up to the practitioners themselves. So, should PR professionals be guided by moral and ethical standards? Or should they set those aside and focus on achieving their goals at any cost? The search for an answer to this question begins now.
Key Principles of PR Ethics
Simply put, ethics is about how one should behave. Ethical questions have been central to human society throughout history. Ethics can be found everywhere — from religious doctrines to table manners, from playground rules to the norms of international humanitarian law. The decision to carry an empty soda bottle for ten minutes to find a trash bin instead of tossing it on the grass — that’s ethics. (Although sometimes it’s also about avoiding a fine.)
Business, too, is shaped by ethics. Ethical conduct not only fosters trust between companies and their clients or partners, but also enhances a company’s reputation. Conversely, ignoring generally accepted ethical norms can lead to major losses. Many large brands now include a “morality clause” in their partnership agreements, breach of which can terminate the relationship. Such a clause likely existed in Adidas’ contract with rapper Kanye West — a deal the company ended following several of his controversial statements. Estimates suggest the artist lost between $3 and $4.7 billion as a result.
As for PR, the role of ethics is especially critical. The very essence of PR lies in building trust with people — that is, in forming relationships grounded in ethical principles. This holds true in all contexts, regardless of time or place. Still, several key principles should be highlighted as essential to ethical public relations.
1. Honesty and Transparency
Being open, even about problems, is a good way to build trust. This approach not only helps a company or brand stand out from competitors but also mitigates potential risks. The more transparent a brand is, the less vulnerable it is to criticism.
For example, in 2020, Burger King launched a campaign to demonstrate the natural quality of its products. A key element was a video showing a burger decomposing over 34 days. The campaign sparked widespread public discussion on the issue of food naturalness while also showcasing Burger King’s competitive edge — especially over its main rival, McDonald’s, whose products some customers claim do not decompose at all.
2. Social Responsibility
Most people believe that businesses should contribute to the common good. Social responsibility can manifest in various ways — environmental efforts, funding new medical research, offering better insurance to employees, etc.
A strong example is Lego, the toy manufacturer, which incorporated environmental sustainability into its long-term strategy. Lego has invested in renewable energy, supported ecological initiatives, and worked to make its production more environmentally friendly.
However, in 2023, Lego announced it was ending one of its ambitious initiatives — making bricks from recycled materials. The company explained that maintaining brick strength would require additives, whose production would cause more pollution than continuing with the original materials. By shelving the program announced in 2021, Lego demonstrated the kind of transparency we discussed earlier.
3. Fairness and Respect
Choosing not to use unacceptable tactics like disinformation and showing respect for diverse opinions, cultures, and groups are essential components of ethical PR. This principle also applies to fair competition, refraining from stealth advertising, and avoiding the use of harmful stereotypes.
Equally important is the brand’s own concept of fairness. In practice, this sometimes means being willing to take a loss in order to stay true to declared values.
4. Ethical Crisis Management
A crisis is a stress test for any business — and one not all companies survive. Dealing with a crisis requires full mobilization of all resources, and PR professionals play a crucial role in managing public communication during such times.
The outcome of a crisis often depends on the response strategy chosen by the PR team. Acknowledging the problem and taking responsibility are often key. The third critical element is a commitment to immediate corrective action.
For instance, in 2022, fashion house Balenciaga found itself in the midst of a scandal over ad campaigns that some users found provocative. The brand acted swiftly to contain the crisis. It apologized for the controversial posts, issued an official press release, and filed a lawsuit against the production agency, stating that the materials had not been approved by the company. As a result, Balenciaga was able to minimize the damage to its reputation.
The Ethics of Truth in Public Communications
The issue of truth is one of the most important aspects of public relations. The problem lies in the fact that in public communications, the term truth does not always align with the philosophical or scientific notion of objective truth. In PR—where the goals are often tied to reputation, image, and influence—truth is frequently “replaced” with interpretation: a selective presentation of facts, emphasizing certain aspects while omitting others. This raises a significant ethical question: Is it acceptable to present the truth filtered through the lens of the client’s goals and interests?
In the professional practice of PR specialists, we can conditionally identify three levels of truth:
- Factual – verifiable, documented, based on real events.
- Interpreted – based on facts but framed within a specific narrative.
- Tactical – where key elements are omitted or overshadowed by secondary ones to achieve a desired communicative effect.
Each of these levels may be acceptable in PR, but from an ethical standpoint, there are substantial boundaries between them.
Equally important is the question: Who does the PR specialist really serve — their client or the public interest? Unlike journalists, who are expected to serve the public and the truth, PR practitioners operate under dual loyalty: on one hand, to the employer or client, and on the other, to the public targeted by the communication. This creates another ethical dilemma.
Most professional PR associations include a commitment to truthfulness in their codes of ethics. However, in practice, adhering to these principles often comes down to the personal choice of the individual practitioner. Professional standards define the norm, but they don’t always offer clear guidance in ethically ambiguous situations. Thus, in PR practice, truth is not merely a fact — it is an ethical choice.
Conclusion
“Man is by nature a social being, even if he prefers to sit alone behind tightly drawn curtains. His consciousness still holds patterns shaped by the influence of society.” These words perfectly reflect humanity’s susceptibility to the impact of mass communication — an influence that has increased dramatically in the digital era. Whereas in the past, the primary obstacle to “processing” an audience was the inability to maintain constant contact with a communication device, scientific and technological advancement has removed that barrier.
Today, each of us is continuously exposed to what Bernays called propaganda. This is facilitated by the widespread use of smartphones with advanced multimedia capabilities, wireless headphones, streaming platforms that deliver endless content, and more. In reality, every person now spends at least several hours a day online, absorbing pre-constructed narratives — propaganda — and this figure is only going to grow.
In this context, the issue of ethics in the transmission of information is more relevant than ever — arguably even more so in PR than in journalism. Yet not all PR professionals fully understand the power they wield over people’s minds. Against this backdrop, the ethics of their work becomes a crucial competitive factor at all levels.
PR principles form a vital part of the daily work of public relations specialists. At their core lie ethical foundations established at the dawn of civilization. However, these principles do not provide a clear manual for every situation a specialist may face. It is the individual choice a PR professional makes — with all the context and nuance in mind — that reveals the true influence of ethics.
In public communications, truth is not always obvious, rarely convenient, and almost never complete. But precisely because of this, ethics requires not only professional skill but also moral maturity. A specialist must be able to distinguish truth as a manipulative tool from truth as a form of respect for the audience.
The rise of non-conformist and left-leaning ideologies, the growth of fact-checking organizations, and increasing public distrust toward official information sources all compel PR professionals to adopt a more thoughtful and ethical approach to evaluating and releasing content. The companies and brands that take the ethical dimension of their public activity seriously earn lasting audience trust — a significant advantage in today’s competitive environment.