Abstract
Professional associations are major players in the process of professionalization and the quest for professional status. This chapter examines the role of national and international professional associations in the public relations industry and their efforts to promote and implement ethical standards. It questions the way different associations enforce, or attempt to enforce ethical conduct among its membership. The chapter is grounded in a study of the websites of 16 PR national and three regional and international associations. It uses the websites’ content to highlight the weaknesses inherent in voluntary associations and their inability to enforce their codes of ethics. Ethical leadership has a challenging role in the creation of a more democratic society especially in the current communication environment and the proliferation of distrust through accusations of fake news. The chapter evaluates the role and effectiveness of PR codes of ethics and identifies self-contradicting ethical values in PR codes worldwide. Acknowledging that the task of leading ethical standards brings challenges because PR itself requires neither legal approval nor compulsory membership in a professional association, the chapter suggests ways forward underpinning its recommendations by theories from the sociology of the professions and ethical leadership.
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