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Ethics have been in the news due to the arrests of Lord Mandelson and Mr Mountbatten-Windsor for misconduct in public office, as well as allegations against the public affairs agency APCO Worldwide for unethical behaviour. It is also Chartership Week, and one of the three key competences required to attain the Public Relations Chartership is ethics. 

Ethics and codes of conduct are among the few visible markers of professionalism recognised by the public. Professions are characterised by specialised knowledge, a duty to society beyond the client, and enforceable standards of behaviour. PR codes explicitly include all three. The Global Alliance code, for example, emphasises integrity, truth, accuracy, and responsibility not only to clients but also to a “wider society,” prioritising the public interest. Codes of conduct are part of the same professionalisation process as qualifications, accreditation, and Continuing Professional Development. They show that PR practitioners are willing to be accountable, not merely paid to promote.

A key difference between a trade and a profession is the presence of independent bodies that can investigate complaints and discipline members; both CIPR and PRCA have complaints procedures linked to their codes. The CIPR Code of Conduct requires members to uphold high standards of professional effort, integrity, confidentiality, financial propriety, and personal behaviour, and to act honestly and fairly with clients, colleagues, and the public. It also mandates respect for legal and regulatory frameworks in all countries where practitioners work, and explicitly instructs members to protect the reputation of both the profession and the Institute. The PRCA’s updated Code of Conduct (2024) similarly sets clearer standards and procedures for investigating complaints, with the aim of enhancing transparency, fairness, and the enforcement of professional standards. The PRCA is applying this code of conduct to investigate the allegations made against APCO Worldwide, a PRCA member.

In a UK and global context where trust in media and government is fragile, businesses and employers are now often viewed as more trustworthy than traditional institutions, adding pressure on communicators to be credible sources of information. Professional codes assist practitioners in navigating this environment by prohibiting deception, demanding transparency and disclosure, and insisting on evidence‑based communication. Every misrepresentation or half‑truth weakens not only a single campaign but also the already‑fragile reservoir of trust in institutions and in PR.

Ethical codes can provide a shared decision‑making framework: defining the issue, identifying relevant principles (truth, transparency, conflict of interest), weighing options and consequences, consulting others, and then evaluating the outcome. They give practitioners cover to push back internally – “I can’t recommend that; it breaches our professional code” is more powerful than a purely personal objection.

In the public sector, the relevant code is known as the Nolan Principles, or the Seven Principles of Public Life. They date from 1995 but remain relevant ethical standards today. The principles apply to anyone working in the public sector (such as the Civil Service, local government, police, education, and healthcare), elected to a public office (such as MPs and local government councillors), or those delivering public services (like charity workers funded by the government).

The seven principles are:

• Selflessness: acting entirely in the public interest.
• Integrity: not making decisions to obtain financial or material gain.
• Objectivity: decisions made impartially, fairly, and based on merit.
• Accountability: being responsible to the public for their actions
• Openness: decisions taken openly and transparently
• Honesty: being truthful
• Leadership: uphold the Nolan Principles and address misconduct.

To foster greater trust in PR, both public and private sectors, I would like to see two actions taken. 

Firstly, practitioners should understand the code of conduct by completing a short online test that must be passed to become a member of the CIPR or PRCA. Most people probably just sign it without reading, similar to the ‘terms of service’ agreements when downloading a computer programme. To legally offer simple immigration signposting advice, you must pass an online test. Why not apply the same approach to membership of PR bodies?

Secondly, the CIPR and PRCA should increase public awareness of their investigations and decisions under their respective codes of conduct, allowing stakeholders to see PR organisations holding themselves accountable, not just making the right statements.

The Global Alliance connects competence with a combination of knowledge, skills, and professional behaviours; ethical practice is seen as a behaviour to be learned, assessed, and developed, not merely a personal virtue. Codes of conduct are most effective when embedded in qualifications and CPD, so that ethics become a daily habit of reflection rather than a one-off module. If PR aims for equal esteem with law, medicine, or accountancy, it requires not only powerful campaigns but also a visible ethical infrastructure—codes, enforcement, and a culture where doing the right thing is normal, not exceptional.

[Image of an open book with the heading ‘Ethics’, by Kelly Sikkema on Unsplash]