In general, the life of a PR professional is seeped in very defined levels of ethics. We must choose to adhere to our own moral code. One important arena that PR professionals must pay special attention to, is the area of persuasion.
Public relations people are simply the advocates of clients and employers. We are trying to ‘win over’ the public on behalf of a cause or person. So it is very important that we do not lead our audience astray with false information. A few key points we must remember when we try to persuade are:
-Do not claim to be informed or an ‘expert’ on a subject when you simply are not.
-Do not conceal your true purpose from your audience.
-Do not distort, guess at, hide, or misrepresent the number, scope, intensity, or features of consequences.
Most importantly: Do not advocate something in which you do not believe yourself.
Chapter 9: Public Relations: Strategies and Tactics (9th ed.) by Dennis L. Wilcox and Glen T. Cameron