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Can PR encourage positive changes in ethical behaviour?


We tend to only ever hear the words ethical and PR in one sentence when an organisation has made an almighty blunder. Let’s face it, PR gets a bad rap. But by asking fellow PRs how our industry can encourage positive changes in ethical behaviour at PRCA Travel & Tourism Group event, we learned some useful advice...


1. Do your research. As PRs we are expected to manage reputations. It is up to us to decipher whether a client is acting ethically and encourage change in those which are not - a successful PR has the ability to transform a client’s behavioural outlook and should do so for the better.


2. Create partnerships which can help build a more positive internal attitude and ethical reputation for your client or organisation.Ethical organisations like, and Responsible 100 are paving the way so far.


3. Stand up for what you believe in. If you don’t believe in something, nobody else will either. Report what you don’t feel is right and avoid flogging ethical messages you don’t believe in - nobody will buy it and you risk undermining the message you are trying to sell.


4. Don’t shy away from ethical campaigns. We frequently underestimate the power behind ethically charged campaigns. Whether submitting a proposal or pitching a campaign, consider the ethical changes you can encourage.


5. Make the most of social media. There has never been a better time to generate ethical coverage. Ethical behaviour is channeled more than ever on social media and this support is invaluable. Look for ways to encourage your followers to support your campaign through shareable content.