Ethics is the cornerstone of PR

Although, I wasn't in class today, I did get the notes. Ethics is something that can make or break a PR person. The public wants someone they can trust and know is not going to be mis-leading. Having a ethical rule book and sticking to it leads to the public wanting to be involved with the company you work for. When you're doing surveys, people want to know there is some sort of confidentiality. Some things to keep in mind are: participants must agree to be part of the survey, participants can withdraw at any time, research and surveys are not suppose to harm and participants must know what they're volunteering for. AND... NEVER EVER give out the identity of your participants. Be ethical and you will see the gain.