Text В THE ETHICS OF PUBLIC RELATIONS

'Ethics is good economies'. This is not a cynical phrasebut means 'itpays to be honest'.A business is more likely to succeedif it is trusted. In PR, credibility is vital.Not only must it be be­lievable but it must be true. PR is about knowledge and understand­ing and that leads to goodwill,which depends on faith.

One can also say that 'honesty is the best policy'. That means that PR will not work if it is not believed. This is different from propa­ganda, when people must believe in a certain political idea. In PR we are responsible for distribution of factual information, accurately and without comment. The audience must decide what to do with it.

Ethics is also about the ways PR specialists behave. Personal in­tegritybecomes a part of their professionalism, as with politicians,

teachers or doctors. Public relations specialists have to do PR for themselves. They are judged by the way they act. PR people give expert adviceand they do not bribejournalists.

If employers ask PR specialists to do something unethicalthey should use their professional code of ethicsas an argument.

Vocabulary

cynical phrase — циничная фраза

it pays to be honest — быть честным выгодно

to succeed — процветать

to be trusted — иметь доверие

credibility — вера, доверие

vital — жизненно необходимый

goodwill — благосклонность, расположение

honesty — честность

to behave — вести себя

personal integrity — личная честность

expert advice — экспертный совет

bribe — взятка, подкуп

unethical — неэтичный

professional code of ethics — профессиональный этический кодекс