Earlier this month, Reputation Matters presented the annual
APRA / PRCA Ethics and Public Relations (PR) landscape in Africa survey
results at APRA’s conference in Côte d’Ivoire.
Here is an opinion
piece that I have penned down, including insights from Arik Karani, newly
elected President of APRA, and Dustin Chick, chair of the PRCA Africa’s Ethics
and Practices Network.
Ethics in
Africa: The Essential Role of Public Relations
Africa
is a magnificent, vibrant continent, with each of its 54 countries showcasing
unique cultures and traditions, yet all united as one Africa. In this diverse
fabric, the concept of ethics transcends national borders, raising the
question: what does it mean to be ethical across different cultures? At its
core, it is about respect—respect for oneself and others, all for the greater
good. It begins with a set of non-negotiable values and extends to robust
governance structures with clear guidelines, policies, and procedures.
Importantly, it involves accountability and consequences for disregarding
established boundaries. Respect for these boundaries is essential for fostering
a culture of integrity and mutual respect across our beautiful continent.
Ethics
and Public Relations are not mutually exclusive
“When
we evaluate the annual African Public Relations Association (APRA) / Public
Relations and Communication Association (PRCA) Ethics and Public Relations (PR)
landscape in Africa, it becomes clear that ethics and PR are not mutually
exclusive. We cannot build ethical societies without the support of PR and
Communication professionals,” shares Regine le Roux, Founder and Managing
Director of Reputation Matters. “One of the fundamental roles of PR and
Communication professionals, and a key concept taught early in this field, is
the responsibility to build mutually beneficial relationships with all
stakeholders,” le Roux adds. Arik Karani, President, African Public Relations
Association (APRA) affirms, “Ethics in PR is about being truthful, transparent,
and accountable in communication, while respecting people's rights and
privacy.”
From
Ethical Individuals to Ethical Nations
The
study examines ethics on individual, company, and country levels. People want
to do business with companies they trust and resonate with—companies that share
their values of mutual respect. Ethical companies, driven by ethical
individuals, should ultimately build ethical countries.
Why,
then, is there still so much corruption? “Corruption is driven by ego and
selfish intentions. It is short-sighted and does not bring goodwill; it is
solely about personal gain,” says le Roux. This raises the question: who is
responsible for maintaining ethics and holding the unethical accountable? Le
Roux continues, “Without question, leadership needs to set the tone and example
when it comes to ethical behaviour. The PR and Communication Team is best
positioned within organisations to communicate and uphold ethics.” Karani agrees saying that, “PR and communications should help professionals,
CEOs, and organisations to behave responsibly and ethically. PR professionals
should also serve as ethical counsellors to senior executives.”
Stop
cutting PR budgets
“It is
therefore clear, and supported by our research, that PR professionals should
play an integral part in decision-making. Yet, PR is still underrepresented at
the boardroom level, often called upon reactively in times of crisis or to win
favour during dire times,” says le Roux. Moreover, PR budgets are among the
first to be cut when financial constraints arise. This was one of the biggest
challenges highlighted in the research, with 66% of responses indicating that
budget cuts hamper their work.
“We
can no longer afford to put a price on ethics. As we face tremendous economic
headwinds which bring with them the temptation to cut budgets; we must pause to
consider what the investment in ethics requires. From training, to systems and
processes, to the investment in our people it is key that we distinguish
between ‘cut’ and ‘gut’,” adds Dustin Chick, chair of the PRCA Africa’s Ethics
and Practices Network.
PR
needs a seat around the boardroom table
Amongst
the respondents of the survey, comprising of PR/communication experts and top
executives (CEOs, Managing Directors, Chairmen, Founders, Corporate Affairs
Heads, and Chief Communicators), 45% stated that the role of PR and
communications is not adequately appreciated at the board level. Despite 30% of
respondents noting that CEOs and business leaders are relying on PR counsel
more than ever, PR and communication professionals still lack a significant
voice around the boardroom table.
Karani
adds, “This research is important because it helps us to look at ethics from a
governance, policies, and procedures lens.
“Governance
forces us to examine organisational systems, whilst policies set the parameters
for decision making. The procedures on the other hand, explains the “how”
behind the decisions. PR professionals should use all three lenses to guide
internal and external communication and it is therefore crucial for
organisations to include PR and communication professionals at the boardroom
table.”
Elevating
PR as the Voice of Reason
Organisations
can function more ethically and responsibly with the 'voice of reason' provided
by PR and communication professionals at the boardroom table. A good PR
professional should have credible qualifications and be a member of their
industry association or body. These associations uphold a code of ethics and
conduct that PR professionals must pledge to adhere to, and they facilitate
knowledge sharing, valuable training, and cross-cultural insights. Recent
conversations and encounters reveal that much work remains to be done to uphold
the ethics of companies, and ultimately, of countries. There are insufficient
governance protocols in place to ensure ethical behaviour and inadequate
recourse for unethical conduct. While ethics statements in annual reports are
commendable, it is the actual behaviour and trust that truly matters.
The
future of PR and Ethical Communication
“Since
the future of communications is about rebuilding trust and fighting
disinformation, we will require new and creative ways of getting messages
across to audiences. Getting the message across ultimately comes down to
repairing trust through transparency and responsibility. But what does this
look like in action? This means that the future of communications will require
increased efforts to combat misinformation and disinformation,” concludes
Karani.
Ethics:
A Collective Responsibility
Although
PR should have a seat at the boardroom table, it is not solely the
responsibility of PR as an industry to uphold ethics, but rather that of each
individual in Africa. Our research indicated that individuals view themselves
as ethical, yet this does not always translate into the workplace, the country,
or the continent. To change the narrative and ethics of Africa, it starts with
the individual. Regardless of qualification, position, or culture, ethics
should not fluctuate based on demographics but should be the consistent
benchmark against which we measure and hold ourselves and everyone around us
accountable.
###
.png)
.png)
