Sophia Kudjordji, a Senior Public Relations (PR) Expert and multi-award winning communications leader, has admonished PR professionals against careless communication.
She insists PR professionals should never lose track of their values and ethics, as doing so costs them integrity and goodwill of their publics.
Speaking about ethics during the World PR Day Festival organized by Global Media Alliance (GMA) on the subject; ‘Harnessing the Power of Public Relations’, she stated, “In ethics, we are talking about and looking at us communicating with care, and thinking about the future and our publics. Ethics is all about how you make out and think about your publics. You always need to speak the truth and ask yourself if it was about me would I have been happy?”
With ethics being a priority in modern day practices, she charged PR professionals to always reflect about what they say and ardently understand messages and publics they serve.
Taking a text from the good book; ‘A good name is better than riches’, she advised PR professionals to move out of brands which force them to compromise their integrity.
As part of promoting ethics in PR, there is now a proliferation of inclusivity and equality with most of these practices being influenced by western practices.
She however challenged African businesses and PR practitioners to practice inclusivity and equality based on their culture and values.
“What do we also believe in as a people? This is what we need to think about when buying into some of these,” she added.
