Do public relations practitioners have to be objective? My answer to that question is no! As a PR practitioner, your job is to express the opinions of the company/organization you represent. Most of the time the company/organization you represent will not have a neutral standing in a situation. The company/organization will have its own feelings and opinions about issues. If a PR persons job is to express the opinions of the company/organization they represent, and those opinions are not objective, it’s impossible for a PR practitioner to be objective.
A PR practitioner can however tell its audience about different sides of an issue and offer sources that the public can access.The public can then make a decision about which side of an issue they wish to support.
“Public relations? No need to be neutral, objective or whatever you want to label it. PR is partisan. Ethical is good enough.”
I too believe that in PR, being ethical is more important than being neutral. PR practitioners should always be ethical, because an unethical person risks losing his/her credibility, and the credibility of the company he/she works for. When a company/organization is ethical, it helps them build trust with their shareholders, stakeholders and the community. If your not trustworthy, you will have a hard time succeeding in this world.