Trust, Transparency and Ethics in PR

In an era where “fake news” dominates headlines, public trust in institutions is taking a nosedive. Every day, faith in traditional media, corporate messaging, and even basic facts is on the decline. Skepticism abounds, and people don’t trust messaging, even when–or especially when–it comes from public relations professionals.

What PR isn’t

The problem is that PR itself has an image problem. The old spin-doctor stereotype hovers like a shadow over what we do, bringing to mind someone who manipulates facts and crafts misleading narratives to serve narrow corporate or political interests and be a “fixer” for their clients’ problems. This outdated perception undermines the very relationships we’re trying to build and the trust we’re meant to foster.

What PR really is

But what if we've been approaching PR entirely wrong? What if the most effective public relations isn't about clever messaging or crisis management tricks, but about something far more fundamental: building genuine, long-term relationships through honest dialogue and ethical practice?

Taking a relationship-centred approach to PR involves strategies that create opportunities for mutual understanding and dialogue rather than telling people how to think and feel with one-way messaging or manipulation. It’s about listening, responding, and building connections that benefit all parties involved.

These relationships take many forms: connecting brands with their customers, facilitating communication between leadership and staff, and strengthening ties between organizations and their communities. PR encompasses every aspect of organizational communication, from marketing and social media to stakeholder relationships, crisis management, and media relations. Regardless of the specific channel, the goal remains the same: engaging audiences and building strong, sustainable relationships. 

So, how do we rebuild public trust in PR and shift perceptions?

Trust

Trust is earned through consistent, reliable communication over time, not quick fixes or clever messaging. It’s a long-term investment. Taking the time to build this credibility will create lasting loyalty to your brand from your customers, stakeholders, and community. While it can be tempting to prioritize short-term wins and metrics over the long game, investing in a strategy that prioritizes authentic trust-building through consistency and honesty over time will lead to better results, stronger stakeholder relationships, and greater resilience during challenging times.

Transparency

Transparency means being proactive with information—sharing updates before stakeholders ask, addressing potential concerns upfront, and providing regular progress reports. It also means being honest about what you don't know and when you'll have answers. The key insight: transparency isn't just about sharing information but about sharing the right information at the right time to build genuine understanding.

Modern PR practitioners prioritize open communication and seek partnerships built on honesty and respect. This is especially crucial during crises or organizational changes when stakeholders need to feel heard. By quickly acknowledging mistakes, providing realistic timelines, and sharing regular updates, organizations can build trust through authenticity rather than perfection.

Ethics

Going back to that PR stereotype, pop culture hasn’t helped the industry’s reputation. For example, in the show Scandal, PR powerhouse Olivia Pope often goes to any lengths to protect her clients from the crisis of the day, often with little regard for the ethics or even the legality of the situation. Her catchphrase, “It’s handled,” highlights the “fixer” mentality that undermines the importance of ethics in PR.

Organizations such as the Canadian Public Relations Society (CPRS) and the International Association of Business Communicators (IABC) provide guidelines that hold PR professionals accountable to an ethical code. These codes emphasize the role communicators have in fighting misinformation and maintaining trust in communication.

These ethical standards aren’t just theoretical frameworks. They provide a practical guideline for professionals as they navigate their work and build relationships with clients, audiences, and other industry leaders. This is what sets ethical PR apart from the outdated spin-doctor model. We’re here to build bridges, foster understanding, and create lasting connections that serve both our clients and the broader public interest.

Time to Stop Spinning

As PR professionals, we have a choice: perpetuate the spin-doctor stereotype or move toward something fundamentally different. When we commit to trust, transparency, and ethics, we are not hiding the truth; we’re illuminating it. We’re not manipulating perceptions; we’re fostering genuine understanding. It’s not just about rehabilitating our industry’s reputation. Instead, let’s fulfill our responsibility to create a more informed, connected society. The spin-doctor era is over. The relationship-building era begins now.

Ready to build real relationships?

Let's move beyond the spin and create authentic connections.