Navigating the Gray: Building your Ethical Code in Political PR

Let’s talk about ethics! As I have mentioned in previous posts, having a strong ethical code is of the utmost importance for a public relations professional working on a political campaign. What is and is not ethical in any circumstance is a gray area, which is why it is up to you to create your own ethical code and strictly abide by it. There are certain things, specifically when working on political campaigns, that are non-negotiable, as they are regulated by law. For example, there are specific campaign finance laws that you must ensure your candidate abides by, as well as specific campaign laws that are in place to protect the integrity of elections. Aside from these non-negotiables, there are many other ethical dilemmas that public relations professional face while working with campaigns. As I previously mentioned, it is up to you to create your own personal ethics code, both individually and collectively with the candidate you’re representing. Despite the individuality of creating an ethical code, in this post, I hope to outline just a few of the important ethical dilemmas you may face while working on a campaign and recommend how to address these issues. So, let’s dive in! 

You and your candidate will likely need to have a conversation about the ethics surrounding running attack ads on opponents. This may not be true for every campaign, as smaller-scale campaigns may not have the budget to run ads in the traditional sense. However, the general principle of what you are and are not okay with saying about an opponent is universal to all campaigns. Some candidates may not want to say anything negative about their opponents, which is more than acceptable. However, others may not be open to the idea of attacking an opponent, whether this is on a policy or personal level. As a public relations professional, it is your job to help balance the candidate’s wants and needs with what is realistic while also maintaining your own integrity.  

For example, in a worst-case scenario, your candidate may ask you to fabricate negative information about an opponent and present it to the public. This practice would be frowned upon, as it is deliberately spreading false information and is likely against your ethical code. Even though your candidate may not want to hear you say no, it is your job to see the overall picture and maintain the integrity of the campaign while also upholding your own values as a professional. 

Another less extreme example may include you choosing not to represent a certain candidate whose stance you do not support. This is when the gray area of ethics comes into play. For some, working for a candidate with whom they don’t share the same beliefs may not be a problem, but for others, it could be a larger issue. It is truly up to you to decide what you are and are not comfortable with when it comes to supporting a candidate. You must decide how important it is for you to personally align with their views. This is a prime example of an ethical decision where one size does not fit all. What is viewed as ethical for one person may not be for another.  

Overall, ethics within political campaigns can be tricky. However, as long as you create an ethical code for yourself and strictly abide by it, you can ensure that your integrity as a professional will be maintained.