Every profession has ethics that it follows and observes. They guide the profession way by which these professions are expected to execute their core mandate.
Basically, ethics involve the standards of human conduct and moral judgment. In a broad sense, ethics refers to the criteria by which decisions are made about what is right. Christians have a criteria as to what constitutes good biblical and Godly behaviour, Muslims also do, so do other religious bodies and entities.
Every profession has a moral purpose. For example, Medicine has health. Law has justice. Public relations has harmony –social harmony.
Undoubtedly, as PR professionals, our work, promote mutual understanding and peaceful coexistence among individuals and institutions.
Public relations today is being tested like never before. Across Ghana, Africa, and the global stage, organisations are under constant scrutiny. Information travels instantly, audiences question everything, and technology—especially AI—is reshaping how communication is created and consumed.
The real issue is not whether organisations are communicating.
It is whether they are communicating responsibly, truthfully, and strategically
We serve as a vital link in the communication process by keeping information flowing among all parties. In effect, we are the “social conscience” of organisations. As a profession, we do not condone unethical behaviours thus PR has a reputation for unethical behaviour.
PR in most cases is often the source of ethical statements from organisations.
Over the years there has been some level struggle to create suitable codes of ethics for the profession but things are better now as there are copious guides to the profession when it comes to ethics.
It is in view of this that PR practitioners are encourage to at all times act on behalf of their organisations as the ethical watchdog for the publics they serve.
One cannot talk about ethics in PR without talking about values.
Values are the fundamental beliefs and standards that drive behavior and decision-making. They are the filters through which we see the world and the world sees us.
Values are to establish the boundaries within which we are willing to operate. Everyone has values. Organizations have values. Actions communicate values and actions they say speak louder than words.
Ghana Case Studies: Where PR Has Been Tested
The Ghana Banking Sector Crisis — A Lesson in Communication Gaps
Between 2017 and 2020, Ghana experienced a major financial crisis that led to the collapse or restructuring of several indigenous banks.
While the financial and regulatory issues were significant, the communication challenge was equally critical.
What went wrong in terms of PR were that; many customers received limited or delayed information, communication often appeared technical and unclear and finally public anxiety grew due to uncertainty and speculation
The PR lesson is that in high-stakes crises, communication must be clear, simple and frequent. It must also address public fears directly while building confidence.
Telecom Disruptions — The Cost of Reactive Communication
In 2024, Ghana experienced widespread internet disruptions affecting major telecom providers such as Telecel Ghana after undersea cable damage.
What this revealed is that initial responses were often slow or fragmented, Customers turned to social media for answers and frustration increased due to lack of timely updates.
Again, as PR people the lesson is that in the digital age silence creates panic, delayed updates create anger and Inconsistent messaging which often creates distrust
Public Sector Scandals — Trust and Transparency at Stake
The SSNIT software scandal was another interesting scenario that raised serious public concerns about procurement and accountability, involving a controversial $72 million ICT system.
PR observations among others where communication was largely reactive, information came out through investigations rather than proactive disclosure and public trust was significantly affected. As PR practitioners what we must constantly remember is that when our organisations fail to tell their story, the story will be told for us and as we know it is usually negative narratives.
Global Context: Same Problem, Bigger Scale
Globally, the stories are not any different, same issues persist.
United Airlines for example faced backlash due to poor crisis messaging, Meta Platforms also continues to struggle with transparency on data and misinformation. The conclusion is same; poor communication amplifies crisis. Ethical communication reduces it.
WHAT MUST CHANGE: THE NEW PR MINDSET
From Spin to Substance (Truth Over Optics)
Old PR mainly focused on managing perception no matter how you adjust the narrative. Today, that approach is risky. Audiences demand authenticity and Media and digital platforms expose inconsistencies quickly. Just say what is true even if is uncomfortable. Ensure communication aligns with actual behaviour. Reputation is undoubtedly built on evidence, not storytelling alone.
From Control to Conversation (Power Has Shifted)
Organisations no longer control the narrative—audiences do.
In Ghana, social media platforms like X (Twitter), Facebook, and TikTok now break news faster than traditional media and they also shape public opinion instantly.
I believe PR must engage actively not just post statements, it must respond to concerns in real time and finally, it must treat communication as a dialogue, not a broadcast. Ignoring the public is no longer an option.
From Speed to Thoughtful Responsiveness
Many organisations now misunderstand speed. Organisations often rush to speak but without clarity. The balance should actually be that you acknowledge quickly and clarify progressively to avoid narratives being shifted.
From Technician to Strategic Advisor (Seat at the Table)
PR professionals must move beyond execution. Enough of the usual press release writing and media management. We need to move to advising leadership, anticipating risk and ultimately influencing decisions.
When we take the banking sector collapse for instance, the initial PR involvement could have reduced panic, improved clarity and strengthened trust.
In conclusion, the future of PR in Ghana, across Africa, and globally will not be shaped by who communicates the fastest or who has the loudest voice. It will certainly be shaped by communication that has integrity, clarity and shows responsibility. Ethics is no longer a support system in PR, it is the foundation of credibility, trust, and influence
The author is a communications strategist with extensive years of work experience spanning sectors such as: PR consultancy, Banking & Finance, Government/Public sector, Telecom, Academia, Health/NGO etc
For contributions & comments, you can reach him via: [email protected] or 0246748481
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