Redefining Public Relations Ethics: Confronting Shadow Ethics and Leading Global Change
LAINNYA
Nov 20 2024, 22.46
Public relations stands at a transformative juncture. With the increasing prominence of Environmental, Social, and Governance (ESG) standards, the United Nations Sustainable Development Goals (SDGs), and intensifying compliance expectations, PR professionals are uniquely positioned to lead ethical governance and drive social change. Many practitioners have long championed societal progress, using their platforms to amplify marginalised voices, foster transparency, and address complex global challenges. Now, the profession must formalise this role by embedding ethics at the core of its identity and practices.
A critical challenge facing the profession is the persistence of shadow ethics. As identified by Professor Anne Gregory, shadow ethics refers to practices that obscure truth, evade accountability, or prioritise organisational interests over societal good. This phenomenon often emerges from imbalances of power—where professionals are either coerced by hierarchical structures and organisational culture or act independently without accountability. Shadow ethics undermines public trust and the credibility of the profession, highlighting the urgent need for a robust and proactive ethical framework.
At its heart, the Global Alliance for Public Relations and Communication Management’s Responsible Communication project calls for such a framework. As one of its core elements, the project seeks to develop a globally relevant ethical standard to address challenges like shadow ethics and align communication practices with the SDGs. The Responsible Communication project is one of two critical initiatives prioritised by the Global Alliance, which represents 30,000 members and professional communicators worldwide. It provides a collaborative platform to empower the profession, uniting industry leaders, policymakers, and academics to establish ethical principles that are inclusive, transparent, and globally applicable.
The second initiative central to this effort is the adoption of a new global ethics framework using an Ethics by Design approach. Championed by Professor Gregory, this approach emphasises a co-designed, rigorous process that integrates ethics into every stage of PR practice. An Ethics by Design approach can provide a 360 examination of the opportunities and challenges so that a new global ethical framework can confront modern challenges, from shadow ethics to the ethical dilemmas posed by emerging technologies like artificial intelligence (AI). With risks such as data misuse, misinformation, and algorithmic bias, AI amplifies the need for ethical clarity. As Gregory notes, “In the face of the tsunami of challenges presented by AI, this is an imperative.”
These initiatives aim to deepen and drive accountability within the profession. The integration of ESG, SDG, and compliance frameworks into organisational strategies is not a new concept for PR professionals. However, the opportunity now lies in embedding these principles even further into practices and leadership, ensuring that ethical governance becomes a cornerstone of organisational culture. Governments and organisations increasingly recognise the value of ethical communication in shaping policy, fostering trust, and addressing global issues like climate action, human rights, and equity.
Ethical communication is not only a moral responsibility but also a strategic asset and one that PR professional are wanting to practice and seek employment with organisation who place this central to their culture. Organisations that prioritise transparency and accountability build trust, strengthen reputations, and achieve sustainable growth. Conversely, unethical practices, such as greenwashing, may yield short-term benefits but cause lasting reputational damage. PR professionals who uphold ethical principles help organisations avoid these pitfalls, foster genuine progress, and align with societal expectations.
At its core, public relations is about influence—and that influence must be wielded responsibly. For many practitioners, driving social change has been a lifelong mission. Through the Responsible Communication project and a new global Ethics Framework, the Global Alliance is providing a roadmap for PR professionals to lead with integrity, confront systemic challenges, and ensure that their work aligns with the principles of transparency, accountability, and the common good.
As Gregory reminds us, “Ethics is the basket we must place all our work, it should not be an afterthought.” By confronting shadow ethics and adopting a globally co-designed ethical framework, PR professionals can shape a future defined by trust, equity, and purposeful impact. These initiatives mark a pivotal moment for the profession to rise to the challenge and lead global change with integrity.
Sejak didirikan, Perhumas tidak hanya tumbuh sebagai sebuah organisasi, namun juga berkembang sebagai mercusuar keunggulan bagi para profesional humas di Indonesia.
Kominfo menyadari, pemanfaatan kecerdasan artifisial ini rentan menimbulkan masalah lain, seperti polarisasi, disinformasi, pelanggaran hak cipta, dan lain-lain.
