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.
Doug Haslam had a great quote that said:
“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.