Social Media and Ethical PR Practices

Tiffany Norton-Cornette, APR

In the most recent Ethical Standards Advisory (ESA), the PRSA Board of Ethics and Professional Standards (BEPS) addressed Deceptive Online Practices and Misrepresentation of Organizations and Individuals. Such practices violate the PRSA Code of Ethics, to which we each pledge adherence. 

The ESA explores the unethical practice of using an alias on social media or posting anonymously to promote/rate an organization. An example would be the head of a company creating a “fake account” to leave positive reviews for their company on social media. Another example would be a paid ad designed to look like an endorsement. This deceptive practice is why the “paid by” disclaimer is included in political advertisements.  

BEPS also facilitated a live discussion (available on demand at PRSA.org) on how and why platforms such as Facebook have implemented identity verification protocols. The panel also discussed the difference between paid influencer partnerships and the unethical practice of trying to manipulate an editorial or incentivize a reporter. 

Members are encouraged to visit PRSA.org to review this and other Ethical Standards Advisories.