Lesson 2: Ethics, Trust & Decision Making


The second lesson in an introduction to public relations ethics. 

Why Ethics Matter

Beyond understanding what we mean by ethics in public relations, it is crucial to understand why ethics matter. Public relations is an industry that is built and contingent on trust. Without trust from clients, we will be unable to truly serve them. Without trust from key stakeholders, we will be unable to authentically build mutually beneficial relationships.

Understanding Trust

When public relations professionals seek to build mutually beneficial relationships, trust is the cornerstone ingredient. In fact, many studies indicate that trust is the single most important factor in determining long-term committed relationships between stakeholders and organizations. Maintaining trust among clients and key stakeholders necessitates that public relations professionals understand the ethical obligations of their relationship with each group.

Next Page: Exploring Ethical Obligation