My Reflection on the Continuous Professional Development (CPD) Training on Ethics and Professional Responsibility in Public Relations

Introduction

The Continuous Professional Development (CPD) training under the Zambia Institute of Public Relations and Communication (ZIPRC), held from 14th to 15th November, 2024, in Siavonga, was an enlightening and transformative experience. Facilitated by Mr. Eustace Nkandu, a ZIPRC fellow, the training centred on "Creating a Compendium of Ethical Public Relations and Communication Practice in Zambia." The insights gained during this training have significantly enhanced the collective understanding of ethical practice among PR practitioners, equipped us with practical tools for ethical decision-making, and reinforced the importance of promoting transparency and accountability in organisational contexts. This reflection outlines the key lessons I walked away with from the training.

1. The Role of Ethics in Public Relations

One of the fundamental lessons from the training was that ethics is a core pillar of the public relations profession. Ethical behaviour is not only a moral obligation but also a legal requirement under the 2022 ZIPRC Act.  This act emphasises that PR practitioners must adhere to the Code of Ethics, which serves as a guiding framework for acceptable conduct.

The training emphasised the essential role of ethics in ensuring credibility and trust within the PR profession. The Global Alliance and the International Public Relations Association's (IPRA) Codes of Ethics further underscore the need for transparency, truthfulness, and fairness in all PR activities. Ethical behaviour builds trust, enhances credibility, and strengthens stakeholder relationships - all of which are essential to the reputation and sustainability of an organisation.

2. Ethical Dilemmas and Decision-Making

The concept of ethical dilemmas featured prominently in the training. Ethical dilemmas arise when PR professionals face conflicting values, obligations, or stakeholder interests. Through case studies and group exercises, practitioners learnt how to identify ethical dilemmas and the steps required to resolve them.

One key takeaway was the use of ethical decision-making models, such as the Ethical Dilemma Decision Tree. This model requires practitioners to ask key questions, such as:

• Is the action legal?

• Does it maximize shareholder value?

• Does it adhere to ethical principles and protect stakeholder interests?

These questions provide a structured approach to ethical reasoning, ensuring that decisions are well-informed, rational, and justifiable. Participants also gained insight into the philosophical underpinnings of ethical decision-making, including Immanuel Kant’s categorical imperative, which promotes universal principles of morality and human dignity.

3. ZIPRC Code of Ethics and Its Implications

The training introduced the ZIPRC Code of Ethics, which serves as the backbone for ethical practice in Zambia’s PR profession. The ZIPRC Code outlines expectations for professional conduct, integrity, and competence. Failure to adhere to this code can result in penalties such as suspension or cancellation of practicing certificates, as outlined in Sections 13, 17, 23, and 32 of the ZIPRC Act.

Practitioners were reminded that they uphold professional responsibility by ensuring they do not disclose confidential information, engage in fraudulent conduct, or breach the Code of Ethics. The ZIPRC Act’s provisions on professional misconduct reinforced the critical role of accountability and personal responsibility. This realization inspired participants to be more vigilant and proactive when assessing the ethical implications of their professional actions.

4. Ethical Challenges Facing PR Practitioners

The ICCO World PR Report 2021-2022 highlighted global ethical challenges facing PR professionals, such as misinformation, pressure from clients, and the absence of consequences for unethical conduct. These challenges are not unique to Zambia. During the training, participants reflected on how these global trends align with local realities.

The issue of misinformation and disinformation is particularly relevant in Zambia’s media landscape. PR practitioners were reminded of the importance of avoiding complicity in spreading false narratives or engaging in "spin" tactics that mislead the public. Ethical PR practitioners must advocate for truth, fact-check information before dissemination, and educate stakeholders on the dangers of misinformation. 

5. Promoting Transparency and Accountability

Transparency and accountability are essential tenets of ethical public relations. The training demonstrated how PR practitioners can foster transparency by openly sharing information, admitting mistakes, and maintaining clear communication channels with stakeholders. Conversely, accountability guarantees the accountability of practitioners for their actions.

Promoting transparency requires organisations to be proactive when disclosing information, especially during crises. Case studies such as Johnson & Johnson’s handling of the Tylenol recall illustrated how timely disclosure and honest communication can preserve trust and reputation. This lesson reinforced the belief that ethical crisis communication is critical to effective reputation management.

6. Ethical Theories in Public Relations Practice

The training introduced three normative ethical theories that influence PR practice:

• Consequentialist ethics (utilitarianism) evaluates decisions based on their consequences. We deem actions ethical when they maximize benefits and minimise harm.

• Deontological ethics emphasises duty, principles, and obligations. PR practitioners are guided by universal principles, regardless of the outcome.

• Virtue ethics focuses on the character and motivations of the decision-maker. Ethical behaviour stems from the practitioner’s integrity, honesty, and moral virtue.

These theories provide a philosophical lens through which practitioners can assess their professional conduct. For instance, consequentialist reasoning may be useful in determining the impact of PR campaigns on society, while deontological principles guide adherence to non-negotiable rules, such as protecting client confidentiality.

7. Addressing Ethical Issues in PR Campaigns

The training also highlighted ethical issues in PR campaigns, such as:

• Misleading or false advertising

• Deceptive use of social media influencers

• Manipulation of media coverage

To address these issues, PR practitioners must be transparent, avoid deceptive practices, and ensure that all campaign content is truthful. Practitioners learnt the value of conducting due diligence and obtaining factual evidence before launching campaigns. This lesson is particularly relevant as social media platforms become integral to modern PR campaigns, where the risk of spreading misinformation is high.

8. Group Tasks and Participant Perspectives

Participating in group tasks allowed practitioners to collaborate, share perspectives, and gain insights into ethical challenges faced by others in the field. These discussions provided an opportunity to reflect on practical solutions for ethical dilemmas. One key perspective shared was the need for continuous professional development as ethical standards evolve with societal and technological changes.

Conclusion

The CPD training on Ethics and Professional Responsibility in Public Relations was an invaluable learning experience. It deepened the collective understanding of ethical principles, the ZIPRC Code of Ethics, and the importance of transparency and accountability in PR practice. The practical tools, ethical decision-making models, and case studies presented during the training have provided a strong ethical foundation for practitioners. Moving forward, as PR professionals, we need to remain committed to applying these lessons to our roles, ensuring that we uphold ethical standards, advocate for truth, and contribute to building a more transparent and accountable public relations industry in Zambia.