Explain the nature of ethics in public relations.

The term 'ethics' has been derived from the Greek word 'ethos' which means character. Ethics may be defined as the science of morality. Business ethics means a set of moral standards which businessmen are supposed to follow in their business activities.

In the field of public relations, ethics has a significant place:

1. Publicity with Good Action — Publicity not backed by good action is unethical. It will damage rather than improve the image of the organisation.

2. Accurate and Timely Communication — Accurate and timely communication with the public is essential for good public relations.

3. Damage from Exaggeration — Exaggerated and untrue propaganda to boost image causes irreparable damage to the reputation of business in the long run.

4. Honesty as Best Policy — Honesty is the best business policy for long-lasting business in public relations.

5. Golden Rule — Ethics in public relations embodies the practice of the golden rule "Do unto others what you want others to do to you."

6. Transparency and Trust — Ethical practices like transparency in communication help build trust and credibility with stakeholders.

7. Social Responsibility — Ethical public relations involves aligning the organisation's communication efforts with its commitment to social and environmental issues.

8. Avoiding Misinformation — Public relations professionals have a responsibility to ensure the accuracy of the information they disseminate and avoid fake news.

9. Long-Term Reputation — Ethical public relations goes beyond short-term gains and focuses on building a positive, long-term reputation for the organisation.