This chapter lists some of the key factors in designing ethical PR programs and also refers to existing guidelines. Share your reaction to each of these characteristics (see Table 5. 5).

Can you recall any examples to which they may apply? Can you think of examples that do the opposite? Is there anything else you would do to preserve public interest and ethics of PR while designing the PR component of a health communication program?

Table 5.5

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Key Characteristics of Ethical Public Relations Programs Based on research Feature reputable and scientifically relevant facts and figures Strive to maintain an honest and direct relationship with the publics they address Adhere to general ethical principles such as identifying sources, conflicts of interest, and grant disclosures Seek to establish trusting and long-term relationships between organizations and their publics and therefore discourage unethical approaches that may harm relationships Include standard procedures to promptly correct potential mistakes and misinformation Encourage free information exchange and seek to engage different publics Preserve the public interest Activate Winc