This year, I’m serving as the PRSA liaison to the Board of Ethics and Professional Standards (BEPS). September is Ethics Month, and as part of the long lineup of activities, I co-hosted a #RaganChat on the topic.
Here’s a transcript of my answers:
Q1 @CaptBNL @KirkHazlett: Why are ethics important to the public relations industry? #RaganChat
A1 We at @PRSA believe the success of the PR profession relies on the ethics of its practitioners. #RaganChat
Q2 @CaptBNL @KirkHazlett: How have PRSA ethics guidelines changed throughout the years? #RaganChat
A2 @PRSA ethics guidelines evolved from enforcement to inspiration. U r in charge of ur “ethical destiny” #RaganChat
Q3 @CaptBNL @KirkHazlett: What are some common ethics violations PR pros have committed, and how has it affected them? #RaganChat
A3 I’ll answer it this way: some big issues today are native advertising, sponsored content, use of interns and social media. #RaganChat
Q4 @CaptBNL @KirkHazlett: What should PR pros be aware of re: native advertising, “pay to play” campaigns and “influencer” marketing? #RaganChat
A4 Disclosure is crucial! Here’s an Ethical Standards Advisory on the topic: http://www.prsa.org/AboutPRSA/Ethics/EthicalStandardsAdvisories/Documents/PSA-09.pdf #RaganChat
Q5 @CaptBNL @KirkHazlett: Where’s the line for a conflict of interest, and how can PR pros avoid them? #RaganChat
A5 Again, disclosure is key, in this case to avoid conflicts of interest and even *perceived* conflicts of interest. #RaganChat
Q6 @CaptBNL @KirkHazlett: What are the guidelines for reporting unethical behavior? How can one avoid “looking the other way?” #RaganChat
A6 Please report to @PRSA’s BEPS group. beps [at] prsa [dot] org. #RaganChat
Q7 @CaptBNL @KirkHazlett: What should PR pros keep in mind when using images or videos in brand campaigns? #RaganChat
A7 Always seek approval in using images and videos. When in doubt, don’t use it. #RaganChat
Q8 @CaptBNL @KirkHazlett: What is a “phantom experience,” what can it do to reputations, and how can PR pros avoid it? #RaganChat
A8 Phantom experiences will give u a new rep, and it won’t be a good one. Find outside sources that can corroborate your story. #RaganChat