Ethics in PR

A PR student/employee/professional can follow all of the Code of Ethics for both the Public Relations Society of America and the International Association of Business Communicators and still conduct research in a way that is unethical. Their job and professional reputation may be in jeopardy .

The basic guidelines are simple. Practice the Golden Rule and treat everyone fairly and truthfully. Make sure you inform all participants of the entire process, allow them a chance to opt out, explain what is being researched, protect them from all forms of harm, and all data should be collected anonymously and held in the highest confidence.

Treat them with respect and refer to them as participants, students, consumers, etc. Never use the terms "victims" or "subjects" (are you ruling over them?).