By Kathie Taylor, APR

At In Plain Sight Marketing, we believe that ethical public relations is not just a best practice—it’s the foundation of everything we do. As an accredited public relations (APR) professional and a proud member of the Public Relations Society of America (PRSA), I’ve seen firsthand how adhering to a high standard of ethics benefits both our clients and the broader community. For small to midsize businesses, understanding the role of public relations and its ethical responsibilities can be a game-changer in building trust, credibility, and long-term success.

PRSA celebrates Ethics Month in September as a reminder of our commitment to uphold the highest standards of integrity, honest and transparency as PR professionals.

What Is Public Relations, and Why Does It Matter for Your Business?

Public relations (PR) is often misunderstood. It’s not just about sending out press releases or managing crises—it’s about building and maintaining relationships with your audience, customers, and the public. In today’s divisive environment where misinformation can spread quickly, PR is your company’s voice, ensuring that your message is accurate, transparent, and aligned with your values.

However, just like any communication, PR must be rooted in ethical practices. Without ethics, public relations efforts can backfire, damaging your reputation instead of building it. That’s why we  PRSA Code of Ethics, which guides our decision-making and holds us accountable to the highest standards.

Why Ethics in Public Relations Matters

Ethics in public relations is about more than doing the right thing—it’s about fostering trust and credibility. As PR professionals, we have an obligation to serve the public interest by ensuring the free flow of accurate and truthful information. This means we are committed to transparency in every aspect of our work, whether we’re crafting messages for the media, working with influencers, or managing sensitive issues for your business.

For example, the PRSA Code of Ethics highlights the importance of:

Honesty and accuracy: We ensure that all communications we share are factual and truthful. Misleading or inaccurate information can cause long-term damage to your reputation and trustworthiness.

Transparency: If we make a mistake, we correct it promptly. Open communication builds trust, and we disclose any conflicts of interest that may arise, keeping your business’s best interests in mind.

How Ethical PR Benefits Your Business

When you partner with a PR agency that is committed to ethical practices, your business benefits in multiple ways:

Building Trust with Your Audience

Ethical PR professionals protect the integrity of your brand by ensuring that the information shared is always accurate and in line with your values. This builds a strong foundation of trust with your customers, which is essential in today’s marketplace where consumers are more informed and skeptical than ever.

Navigating Sensitive Issues with Integrity

Sometimes, businesses face tough decisions—whether it’s a crisis, public scrutiny, or a controversial issue. Ethical PR ensures that we approach these situations with transparency and honesty, always looking out for the best long-term outcome for your business and its stakeholders. For instance, if your company faces a public relations challenge, we work with you to develop strategies that maintain trust and credibility with the public, ensuring that your business remains a trusted partner in the community.

Fair Competition

Ethical PR fosters healthy and fair competition in the marketplace. We follow ethical hiring practices, respect intellectual property, and ensure that your business stands out for its quality and values—not through deceptive tactics. This approach not only protects your reputation but also helps build a positive industry environment where your company can thrive.

Protecting Confidential Information

Trust is the backbone of any client-agency relationship, and ethical PR professionals safeguard confidential and proprietary information. Whether it’s protecting sensitive business strategies or handling private customer data, our job is to ensure that your information is always secure and used appropriately.

Upholding Professional Standards: Why Accreditation Matters

As an accredited public relations professional (APR), I have gone through rigorous training and assessment to ensure that I not only understand PR best practices but also uphold the highest ethical standards. PRSA’s accreditation program (APR) requires professionals to demonstrate their commitment to ethics, transparency, and professional growth. By working with an accredited PR agency, you can be confident that we will approach your business challenges with both expertise and integrity.

At In Plain Sight Marketing, we believe in the importance of ongoing professional development and ethical accountability. This is why we encourage all PR professionals to pursue their APR and adhere to the principles outlined in the PRSA Code of Ethics, which include:

Safeguarding Confidences: Protecting the privacy and confidential information of our clients is non-negotiable.

Avoiding Conflicts of Interest: We act in the best interest of our clients and always disclose any potential conflicts that may arise.

Enhancing the Profession: We believe in contributing to the betterment of the PR industry by setting an example of ethical conduct, as well as participating in professional development activities for ourselves, and for other practitioners.

Why Your Business Needs Ethical PR

Today, information is available at the click of a button. Businesses need public relations now more than ever. But not just any PR—ethical public relations that builds trust, credibility, and long-lasting relationships with your audience. As PR professionals, it is our responsibility to guide your business through the complexities of communication, always ensuring that we act with honesty, transparency, and integrity.

Whether you’re navigating a crisis, building your brand, or simply looking to increase your visibility, partnering with an ethical PR agency ensures that your reputation remains intact, and your business thrives.

By grounding your public relations strategy in ethics, you’re not just protecting your business’s reputation—you’re investing in its future. Let’s build something great together. If you’re ready to learn more about how ethical PR can benefit your business, contact us today at In Plain Sight Marketing. We’re here to help you communicate with integrity and build trust with your audience every step of the way.

To learn more about ethics in public relations, listen to our latest episode of the BetterPR podcast, The Power of Ethics and Advocacy in Public Relations, featuring Alison Gaulden, APR, Fellow PRSA.