The Ethical Optimist

One of the questions I’m often asked at training sessions is “What do you do if your company/agency does not foster ethical behavior?” Or, in other words, “I’m trying to be ethical, they just make it impossible.”

It reminds me of Michael Corleone’s famous Godfather III quote, “Just when I thought I was out, they pull me back in!”

I usually tell folks there are two ways to handle it. Some stalwart practitioners try, and sometimes manage, to turn the barge. This takes a strong commitment to change, perseverance and, most importantly, the support of senior management.

Because, let’s face it…the fish stinks from the head. If senior management sets the tone and regularly engages in unethical practices, you probably have a snowball’s chance in hell of changing things.

So, where does that leave you? The answer lies in a conversation I had yesterday with a former colleague who is currently looking for a new position.

We met during our mutual tenure at a less-than-ethical public relations agency. The agency in question went through talented personnel like I go through Starbucks’ Chai Lattes, and has more disgruntled former employees than the US Postal Service (JK).

Needless to say, having remained at said agency for several years, he now finds himself tarred with the same brush and is having difficulty finding a new position. Frankly, it’s a shame because he’s a very ethical person and tried, in vain, to turn the barge.

His story does, however, offer up an important lesson. As a public relations practitioner, your reputation, not just your resume, is your ticket to success. When you choose an employer, choose carefully and find one that matches your ethical style. Remember that your personal “brand” must be protected at all costs.

Why, you ask? Often, practitioners will align themselves with an agency that has a bad reputation because they need the job, want access to a certain type of client, or are enticed by the money. What they fail to realize is that the public relations business can be a small world. Many of us who’ve been in the game long enough know who the players are…and we don’t like hiring out of certain agencies because of their reputation. We assume that anyone trained in that agency will bring their bad habits to the next job.

So, the question one needs to ask is whether or not the short term gain is worth the stain on your reputation. As my friend sadly realized, hiring managers seem to have the same mantra as my mother when she said, “Show me your friends, and I’ll tell you what you are.”

That said, do you want your brand to stand for trust and integrity? If so, you may already have the answer to the question, “Do I stay or do I go?”