Specialist in public relations should consider building and maintaining a good public image for any given organization. Public relations specialists also help build a positive image that changes public perspective towards a company. Writing about press release and more communication on media to promote clients is their responsibility. In Case A, Lux choice, a clothing firm, asks my local PR agency to create a positive image for the public.
Many vices the clothing company has been involved in, including environmental pollution and carbon dioxide emissions during production. Due to increasing public awareness of climate change with climate strikes across the country. Some advocacy groups have accused Lux Choice Company of their neglecting on not using non-renewable sources, not taking part in greenhouse emission control measures, among other accusations.
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As a public relations practitioner, the client wants me to respond to small complaints and delete any negative comment about the Company on their Twitter and Facebook accounts. By doing this, people may not be able to boycott the Company as per the advocacy group since the firm is not meeting the required standards for its operations. From PRSA understanding of ethics, I will try to accomplish this job since it will boost my career as a public relations practitioner. This will help me greatly in decision-making and balancing the public relations ethics with the task I have been assigned.
In public relation practicing, various ethics should consider while trying to do the task I have been assigned. These ethical issues include openness, respect, honesty, loyalty, integrity, forthright communication and fair-mindedness (Ferguson, 2018). The above-listed ethics will guide me in creating an appealing public image for Lux choice company. I will explain to the client what I should consider as my job ethics with due respect. The client should also understand that I should perform my task with honesty and openness, among other moral values.
The internal factors that can influence my decision making as a public relation practitioner include; personal experience, moral values and Company’s wish list. On the other hand, some external factors that are likely to influence decision making include; public requirement consideration, the Company’s ethical issues, and its market. The external factors will help me make an unbiased decision and help me be honest with my decision. I would make sure that not every negative comment is deleted but try to respond positively in ensuring that the Company will make changes to control unnecessary pollution.
The Public Relations Society of America (PRSA) is an organization which guides public relations specialist in making appropriate decisions. The core values for PRSA include honesty, fairness, and advocacy, loyalty, and PRSA conduct provisions. One should be loyal to PRSA by following all the guidelines it provides to help make a perfect decision that will also boost the practitioner image to the public. The decision I make will affect different parties, including the public and the public relations agency I work for.
The ethical principles to guide my decision include; justice, beneficence, autonomy respecting and fairness. I will make sure that justice is done to help Lux Choice Company. Respecting autonomy is also significance, as well as equity in what decision I make. The decision I will make without any biasness is that I will respond to small complaints but not delete the negative comments. In my own experience, I will make sure there is an explanation of why the misconduct of the Company has been done and state the steps for future change.
I will communicate to the client by drafting a response via email, including my decision. The other aspect to be communicated in the draft is my decision. Why did I had to make the decision I have. Lastly, I will indicate how my decision will bring a positive and appealing public image. In conclusion, my draft will contain the measures to be put in place so that the Company does not pollute the future environment.
References
Ferguson, M. (2018). Building theory in public relations: interorganizational relationships as a public relations paradigm. https://doi.org/10.1080/1062726X.2018.1514810 .
