Three Steps to Solving Your Next Ethical Dilemma

If you’ve been in the business long enough, you’ve probably encountered a problem that tests your moral compass. Leaders in the throes of an ethical crisis can often feel overwhelmed by the pressure of making the right decisions in the heat of the moment. It would be wrong to assume that anyone would intentionally act unethically, but when challenged, the allure of taking shortcuts to quickly resolve an issue can be tempting - especially when that option has the potential to minimize the negative impact of the issue. But a quick fix is not always, and usually isn’t, aligned with sound ethical values.

To avoid the risk of becoming a victim to the pitfalls of these temptations, it’s important to keep in mind the consequences of unethical behavior. Tweaking data here and there, sugar-coating information for a more positive narrative or omitting significant facts or details that give necessary context is a slippery slope, and can rapidly add up to a PR fiasco.

When situations arise that call ethics into question, it’s wise to be prepared with the resources that will help guide you through this pivotal decision-making process. Consider adding these resources to your toolbox to help manage your next ethical dilemma.

1.) The Public Relations Society of America (PRSA) Code of Ethics - These guidelines serve as the North Star for any PR professional. Consult these as your first step to understand if the proposed action aligns with your professional values.

2.) Use a Decision Tree - Many examples of an ethical decision tree exist, but Canadian Public Relations Society has one (see here) modeled after a similar guide developed by the Chartered Institute of Public Relations that is popular and widely used. If you can’t find one that works for you, try developing one to suit your unique situation. Using a decision tree as a map to navigate the nuances of the proposed action will help you chart a course forward that will give you confidence that the decision you make is the best one.

3.) Get some perspective - If the complexity of your situation is too difficult to decipher on your own, seek the counsel of a trusted, experienced mentor to work through this decision with you. In most cases of an ethical dilemma, there is no right answer. It’s in these instances we must simply seek the best course of action.

In celebration of Ethics Month, The Communications Group is leading the conversation of ethical practices and how businesses can create trustworthy relationships between clients and staff. Click here to view more resources.