Fake news, ethics and professionalism in public relations

One of the big issues facing the PR and advertising industries is brand misplacement and the impact on reputation. I spoke at the CIPR North East's 'Fake news, ethics and professionalism in public relations' event looking at the role PR practitioners can play in mitigating risk.  

Last night the CIPR North East held its 'Fake News, ethics and professionalism in public relations' event as part of the CIPR's Ethics Festival.

 Sally Keith (left), Sarah Hall and Clare Lee (right)

Sally Keith (left), Sarah Hall and Clare Lee (right)

CIPR fellow and independent practitioner Sally Keith talked through professional ethics and signposted attendees to the CIPR's decision tree, designed to help members think through difficult ethical decisions.

I spoke alongside SD Advertising account director Clare Lee on the role of public relations professionals as brand guardians in the face of ad and content misplacement and fake news. 

Here's the presentation we gave. 

Clare's content specifically looked at brand safety, accountability and media owners and ethics.

My contribution covered how this relates to public relations practice; crisis planning and issues management; brand purpose and rebuilding trust. 

The discussion concluded with thoughts on what the wider industry needs to do to address the burgeoning problem of fake news and contentious content and how we as professionals can mitigate risk for our employers and clients.