Trust has made headlines in PR and comms land for more than the last year. At the foundation of trust, lies ethics.
We live in a more transparent world where ethical issues are immensely important for business, consumers and investors. Brands have personas, personalities and reputations, and, just like people, ethical standards are applied to them.
Ethical behaviour is about doing good, even when no-one is looking. It’s about brands and businesses making the right choices or facing punishment from their consumers and investors. It’s about behaving in the public interest, at all times, and exercising influence in a way which demonstrates professional integrity.
Ethics is about many things, but above all, it’s about understanding it’s at the core of what a business does. Thinking and behaving ethically is simply good business – for the PR industry and the clients represented.
In this session, Ellen Gunning, Director of the Irish Academy of Public Relations, author of Public Relations: A Practical Approach, and regular commentator on breakfast TV show, Ireland AM, will fly in from Dublin to discuss the role of ethics in PR in a significantly changing society.