Ethical Public Relations | Ethical Consulting

Ethical Public Relations | Ethical Consulting

 

It’s interesting to note that Dr Google automatically expects me to search PR Ethics, versus ethical PR. Was this a mistake on my part, or is it something deeper?

 

To me, there is a difference. Ethics applies all over, and the principles of ethics are quite ubiquitous across our many disciplines, interests, and businesses.

 

But “ethical public relations” is a nuance on the term; it goes deeper, and more focussed than simple ethics.

 

Ethical public relations is about how you as a practitioner, or agency, work within the parameters of client guidelines, and how you make decisions internally that impact upon both selecting your clients (and their products) to represent, and in activating appropriate campaigns.

 

It is about where you draw the lines in the world of spin, as opposed to understanding the lines that have already been drawn in the sand for us. Those lines are mere guidelines and scaffolding to help us, as pr practitioners, think deeper.

 

It is also about how we interpret the paradigm shifts in the world around us, for example #MeToo, #BLM, etc, as well as the evolution of clients (and the personalities that make up those brands).

 

So, where do we draw the line?

 

It is fact v’s fiction; is it in proven claims v’s possibly acceptable claims; or is it the very nature of the client themselves?

We have had a range of clients over the years. Many have been fantastic brands, helmed and coordinated by some exceptional individuals. With these people, we het cooperation, buy-in, sound reasoning, respect, and of course, learning. That enables us to grow, our representation of the brand to grow, and for that to be credible representation which resonates with a wide range of stakeholders.

 

But there have been a few, let’s just say, less-than-ideal clients. Clients who have a brand, and a visible one at that; but who don’t seem to deliver on their brand promise.

 

Intuition is a great thing, but on many occasions, one does not see the signs until you’ve spent time working alongside a client. Then the cracks appear, by which time, you may be too late.

 

But it’s never too late. Ethical PR is taking a stand, when the stand is the right thing to do. You have a client or brand who isn’t delivering; when it is right to say “enough is enough”? Any time.

 

But the ethics component is not drawing the line and saying no more to representation; it is a range of options that can work for both practitioner, agency, and client.

 

Drawing the line can be ‘calling out’ the client on their bullshit and working with them to address the brand promise gap, and communicating that with the relevant publics / stakeholders. We often had a dilemma in our early days with restaurants we represented. They were good restaurants, that we personally liked, but not every food reviewer is going to align with us. Our guidance to the client: “if it falls short, we will defend you and arrange a ‘round two’ for you to prove yourself – we will go in to bat for you to ensure you get that additional opportunity – but, if round two is a failure, then accept it as it is and don’t try to sweep under the carpet”. We had a couple of ‘total failures’ – where the client failed to meet the benchmarks mby miles (opening night) – we addressed that with the media, and then with the client, very specifically, so that they could improve. Future reviews were better, but it was not the only time we had that conversation.

 

Drawing the line can also be saying, “I’m sorry, we are not a right fit for you; or you are not a right fit for us”. An agency needs to know at what point to pull the cord and bail – because unethical clients reputations can potentially haunt an agency too – and although we are guardians of our clients brand, first and foremost, we are guardians of our own brand (bread and butter) too. Biting the hand that feeds you is one thing, but to cut your own hand off in the process is a double whammy disaster.

 

Knowing where and when to make these decisions is important. Is the issue with the client something that can be addressed, or will they or their brand just continue down the slippery slope? We had a ‘personality client’ in our early days; a larger than life character. First interactions were great, he came off as credible, he said the right things. His personality was the brand. A PR dream. But as time progressed, the claims about how he could help others accelerated, but the delivery gap became wider and wider. Then came accusations regarding falsification of the success claims he had made. Then it went over the top – wanting to do things way above scale; but things that certainly raised red flags.

 

When he was unwilling to stay true to the brand narrative and brand promise; that was the point at which we decided it was best to exit. We can’t continue to represent someone that we have lost faith in, and someone who is not willing to stay true to what they promised others. An amicable separation.

 

But it won’t always be as easy. The pressures of income, meeting KPI’s for the boss and the Agency, the fact that you’re an employee versus an owner; all will factor in to it. If you’re an agency employee, do speak to your supervisor if you have concerns – have those on record and them proceed with your job.

 

But what about if the ethical issue isn’t the client? What if it’s the media, or an outsider? I once personally hosted a small group review for a restaurant group we were representing. I had invited four journalists to join the client and I for a dinner review; a get-to-know each other session, and to be among the first to sample the newest restaurant in our line-up. Invites sent. Follow-ups made. Confirmations received. Headed to the restaurant on the night,, selected a prime table (well, it’s still our responsibility to “spin” right, and greeted our media guests.

 

As dinner proceeded, I started asking about their work and their interests, and it turned out that one of the “journalists” was a secretary in a dental clinic. Wait, what? I casually enquired a bit more, as subtly as I could, and it turned out her sister was the journalist, but as she could not make it, had asked her sister and her brother-in-law to go and pretend to be journalists for the evening. Plot foiled.

 

So, now to the ethical PR question. What did I do? I continued with dinner, showed them amazing hospitality, kept the wine and food flowing, and bid everyone goodnight without showing my frustration or anger (yes; I was angry).

 

But, accountability is important. After dinner, I spoke with my client about what had occurred, got a print out of the receipt for dinner, and forwarded that to the Editor with an explanation of what had transpired during the evening. Next day I had an apology from both Editor and the assigned staff, a bank transfer for the value of the dinner, and a reassignment of journalist who would actually personally undertake a review, should I be willing to give the publication a second chance. It was a major daily by the way, so of course I gave them another chance.

 

The point though, is sometimes the ethical challenges come from outside, and we still have to negotiate the best way to deal with them. Like the “world famous blogger” who asked for additional client products to give to his boyfriend”, or the publication that wanted to bring fourteen (14) colleagues – I kid you not – to a review, or the journalist who reviewed an upmarket western restaurant and asked for rice and chopsticks, because she didn’t like western food.

 

Intuition, a level head, and an understanding of how to protect your brand reputation as much as the clients, is simply what is needed.

 

Ethical PR is knowing where the boundaries are, and being steadfast in your dealing with both boundaries and personalities. All of us will face such issues; choosing how we deal with them is what makes us stronger.