How do you manage conflicts of interest in Public Relations?

1 Identify and disclose

The first step to manage conflicts of interest is to identify and disclose them to your clients, employers, colleagues, and the public. This means being honest and proactive about any personal, financial, or professional relationships or interests that may influence or interfere with your PR duties or decisions. For example, if you or your agency represents two competing clients in the same industry, you should inform both parties and seek their consent before proceeding with any PR activities. Similarly, if you have a close or familial relationship with a journalist, a source, or a stakeholder, you should disclose it and avoid any undue influence or favoritism.

2 Avoid or minimize

The second step to manage conflicts of interest is to avoid or minimize them as much as possible. This means refraining from taking on or continuing with any PR assignments or roles that may create or exacerbate conflicts of interest. For example, if you have a personal or financial stake in a company or an issue that you are covering or promoting as a PR professional, you should decline or withdraw from the project or disclose your interest and recuse yourself from any related decisions or actions. Similarly, if you have a conflict of loyalty between your client and your employer, you should prioritize your employer's interests and policies and communicate clearly and respectfully with your client.

3 Resolve or mitigate

The third step to manage conflicts of interest is to resolve or mitigate them if they arise or persist. This means taking appropriate and timely actions to address and eliminate any conflicts of interest that may affect your PR performance or outcomes. For example, if you discover a conflict of interest during a PR campaign or crisis, you should inform your client and your employer and seek their guidance and approval on how to proceed. Similarly, if you face a conflict of interest that may harm your client's reputation or interests, you should take responsibility and apologize and offer solutions or alternatives.

4 Follow the rules

The fourth step to manage conflicts of interest is to follow the rules and guidelines that govern your PR practice. This means adhering to the ethical and professional standards and codes of conduct that apply to your PR field, industry, or organization. For example, if you are a member of a PR association or body, you should comply with their principles and policies on conflicts of interest and report any violations or complaints. Similarly, if you work in a regulated or sensitive sector, such as health care, finance, or politics, you should follow the legal and regulatory requirements and best practices on conflicts of interest and disclosure.

5 Seek advice

The fifth step to manage conflicts of interest is to seek advice and support from your peers, mentors, or experts. This means consulting with other PR professionals or relevant authorities who can offer you guidance, feedback, or assistance on how to handle conflicts of interest in your PR practice. For example, if you are unsure or conflicted about a potential or actual conflict of interest, you should seek a second opinion or a referral from a trusted colleague, supervisor, or mentor. Similarly, if you need help or resources on how to prevent or resolve conflicts of interest, you should reach out to your PR association, network, or agency.

6 Learn and improve

The sixth step to manage conflicts of interest is to learn and improve from your experiences and challenges. This means reflecting on and evaluating your PR practice and performance and identifying any areas or opportunities for improvement or growth. For example, if you encounter or overcome a conflict of interest, you should document and analyze the situation and the actions you took and assess their impact and outcomes. Similarly, if you receive feedback or criticism on how you handled a conflict of interest, you should listen and learn from it and implement any changes or recommendations.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?