Edelman and the domino effect
More than 50 Public Relations associations, academics, organisations and training bodies around the world are celebrating Ethics Month following the initiative of the Global Alliance for Public Relations and Communication Management. Ethics has always been the set of principles that should guide the behaviour of communication professionals. Today it is even more so because of the abundance of lies that threaten the reign of truth.
Ethics is a sister of justice. And it is fair to recognise those who have ignited the conscience of the industry. In October 2017, Richard Edelman, founder and CEO of the public relations company that bears his name, appealed to the industry to reinforce global standards. Edelman reacted to the scandal created by the misconduct detected in the Bell Pottinger agency, a member of PRCA UK whose result was its expulsion from the sectoral associations to which he belonged, first, and bankruptcy, a little later.
The Global Alliance for Public Relations and Communication Management echoed that call, convened and led on the issue of ethics in public relations.
The world confederation of communicators really did honour their mission and vision: to raise the profession through knowledge and good practices.
In February 2018, Global Alliance for Public Relations and Communication Management hosted the first global ethics summit held in Madrid, in which international and national organisations participated including the African Public Relations Association (APRA), International Communications Consultancy Organisation (ICCO), International Association of Business Communicators (IABC), Public Relations and Communications Association (PRCA), Public Relations Society of America (PRSA), Public Relations Institute of Ireland (PRII), Canadian Public Relations Society (CPRS), Asociación Española de Directivos de Comunicación (Dircom), Associaçao Portuguesa de Comunicaçao de Empresa (APCE), Fundacom, European Public Relations Education and Research Association (EUPRERA), Corporate Excellence along with Richard Edelman, President and CEO Edelman Public Relations.
The task force created as the main conclusion of the workout illuminated in August 2018 with 16 ethical principles for the practice of public relations, a document that complements and enriches the global code.
Today, when several hundred thousand Public Relations professionals from all over the world are receiving the message that #ethicsmatters, and it matters a lot, it is fair to recognise those who lit the spark of a bonfire that cannot be extinguished at the end of February. #ethismatter is the hashtag that must be present in all decisions made by a communicator, no matter the time, the place, or the circumstances. As George Washington said, we must work every day to keep alive in our soul "that little spark of celestial fire, consciousness."
José Manuel Velasco
Immediate past chair of the Global Alliance for Public Relations and Communication Management