Mark Lives: Does the PR Industry Value Media Ethics?

#TheInterlocker: Does the PR industry value media ethics?

WE's James Wilson discusses values and ethics when it comes to upholding an editorial media agenda.

Mark Lives, Emma King, 24 August 2020

(Photo Courtesy of Mark Lives)

We often say that we value the role that a free and robust media plays in a democracy, yet do we in the PR and comms industry? How do we install that sense of value in our teams and why does it sometimes seem to be lacking in the first place? How do we find the balance between doing our jobs of influencing an editorial media agenda while upholding these values and ethics?

Authentic, purpose-led communications is the way forward. Yes, purpose is the latest catchphrase but, at its core, authentic purpose is about doing what is right — and linking back to what you stand for as an organisation. Brands will be measured on whether they’re on the right side of social change or not — and they need good PR agencies to take them on this journey. Credible media and authentic purpose-led PR is a symbiotic relationship that at best support and rely on each another.