Public Relations

Of top concern in the public relations profession is building and keeping trust—with clients, audiences, and the general public. This has always been part of a PR practitioner’s job and it is even more of a priority now, in light of a current atmosphere of distrust of the media. Findings from the 2023 Edelman Trust Barometer, an annual study of the state and dynamic of trust in institutions, revealed a "lack of faith in societal institutions triggered by economic anxiety, disinformation, mass-class divide and a failure of leadership had brought us to where we are today – deeply and dangerously polarized." The only institution that respondents deemed competent and ethical was business. More than half of the respondents said their countries were more divided than they had been in years past. Many believe that it's the chief executive officers' job to "improve economic optimism and hold divisible forces accountable." According to the study, the four steps needed to move forward are: 1. Since Business is a trusted institution, it should inform the debate on and deliver solutions regarding climate, DEI (diversity, equity, and inclusion), and skill training. 2. Government and business should collaborate on helping us move toward a "just, secure, and thriving society." 3. Business can restore economic optimism by investing in fair compensation and training, and also [by focusing] on local communities, to tackle the mass-class divide and polarization. 4. Business should also be a truth advocate, by providing information that is reliable, holding sources of false information accountable, and promoting civil discourse.

People continue to put trust in their employers and believe it’s critical for CEOs to take the lead on change instead of waiting for the government to step in. The leadership of organizations now more than ever must be proactive and transparent in their public relations efforts. And public relations professionals must pay attention to what audiences want from the institutions they trust in order to create the messages and campaigns that develop and maintain loyalty.

Ethics and best business practices within the public relations industry continue to be a main focal point. Many of the larger PR agencies have staff members such as ethics officers dedicated to monitoring and reporting—in blogs, Web sites, e-newsletters, etc.—on these issues. Ruder Finn’s Ethics Committee, for instance, had early roots in 1960 when Senator Joseph McCarthy chaired the U.S. Senate Permanent Subcommittee on Investigation for Communist Activities and was on a quest to expose communists or communist sympathizers who were working for corporations, government offices, educational institutions, and elsewhere. As David Finn wrote in his “Ethics in a Real World” article, for Ruder Finn’s MOVE! Magazine, “The question asked of individuals who were called before his committee was whether they had ever been a member of the Communist Party or know anyone who had been or was a member. Many used their constitutional right to plead the Fifth Amendment…[which reads]:

No person shall be held to answer for a capital, or otherwise infamous crime, unless on a presentment or indictment of a grand Jury, except in cases arising in the land as naval forces, or in the Militia, when in actual service in time of War or public danger, nor shall any person be subject for the same offence to be twice put in jeopardy of life or limb, nor shall be compelled in any criminal case to be a witness against himself, nor be deprived of life, liberty, or property, without due process of law; nor shall private property be taken for public use without just compensation.

Pleading the Fifth Amendment meant people didn’t have to answer any of McCarthy’s questions. Many liberals pleaded the Fifth to protect their friends, but McCarthy perceived this as an admission that they themselves were communists and made sure many of them lost their jobs. Ruder Finn faced an ethics dilemma when three PR practitioners who’d pleaded the Fifth before the subcommittee, and subsequently got fired from their jobs, applied for work at Ruder Finn. The agency was prepared to hire all three but was concerned that McCarthy would turn his attention to Ruder Finn. The agency consulted with a philosophy professor at Columbia University, and other theologians, ethicists, and public relations firms, and came up with the solution of hiring only two of the PR execs and helping the third, and any others who applied for work thereafter, find employment at other PR firms.

Ethics issues pertaining to internal business practices as well as external practices continually challenge PR practitioners. When a client’s service or product is proven to be unhealthy or pose a risk to people or the environment, public relations professionals have to decide what course of action to take, and whether they can, in fact, continue to work for this client. Political and human rights infractions in the countries where the products and services are offered can also trigger ethics debates. In addition, PR professionals continue to monitor and check the tactics that are used in the business to gather information. The Public Relations Society of America’s Code of Ethics is a guide that sets the standard for ethical responsibility by its members, and is also used as a model for other professions, organizations, and professionals. The code’s professional values statement focuses on advocacy, honesty, expertise, independence, loyalty, and fairness. Provisions of conduct are also explained, such as regarding the free flow of information, disclosure of information, and safeguarding confidences, as well as examples of improper conduct under these provisions.

Artificial Intelligence (AI) continues to have an impact on the public relations industry and will do so for years to come. More PR professionals use AI software in their communications work, as it helps them identify the topics that are of most value to their audiences, and it also helps them target the right audiences for their messages. As described in a PR Daily article, “In addition to managing routine tasks, AI can analyze data to help develop targeted stories, make recommendations, monitor digital media channels, and even predict customer wants and needs.” The specific systems and tools within AI that PR practitioners are benefiting from using include machine learning (ML), natural language processing (NLP), and semantic analysis. With ML, computers learn from patterns, which helps PR professionals identify the patterns that help them predict future actions. PR professionals use NLP to “analyze text, extract data, and retrieve key findings to customize campaigns.” Semantic analysis refers to the analysis of sentiment, and PR professionals can use this analysis to understand emotions and tones in online conversations about their customers’ brands. Semantic analysis enables them to “choose the right words and develop personalized experiences based on customer service ratings, comments, retweets, and shares.”