We have to remember to do our own PR too! Public relations professionals are referred to as spin doctors, and portrayed as spinning a web of lies. We think quite the opposite. We share our truthful information with our contacts in the media and how they interpret it and share it with the public, remains purely up to them.
A public relations should be aware of the influence of his/her job in society. So when performing his/her role as PR, no matter if in a daily basis or in moments of crisis, that professional should keep in mind the ethical code of his/her profession.
Here you can find the code of ethics from International Public Relations Association (IPRA) and other national examples: