Enforcement dilemma: Voluntary nature of public relations codes

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This article takes the position that, although valuable, ethical codes in public relations are unenforceable, only as good as those who subscribe to them, and don't reward people for their ethical behavior. Consequently universal ethics codes have inherent problems. Ethical cases in public relations come with a sense of charisma that enhances the professionalism and occupational self-worth of practitioners who subscribe to it. The problem is these codes come without any teeth. They can't be enforced and wind up being most influential with ethical and responsible people, having minimal effect on those really needing direction. The article suggests that with or without professional codes of conduct most who practice public relations will choose to be ethical because they believe in themselves and want others to respect them. In light of the voluntary nature of these codes most public relations practitioners are ethical because they want to be, not because they have to be. Donald K. Wright, Ph.D., is Professor of Communication and Director of Special Projects in the College of Arts and Sciences at the University of South Alabama. In 1991 he won the Pathfinder Award from the Institute for Public Relations Research and Education based upon his research on ethics in public relations.