PR industry hits ‘unethical’ job vs PH
Public relations practitioners have condemned the alleged use of fake social media accounts to smear those who support the Philippines’ claims over the West Philippine Sea and spread disinformation against them.
The Public Relations Society of the Philippines (PRSP), in a statement over the weekend, expressed its disappointment over the contract allegedly entered into by the Chinese Embassy in the Philippines with a PR agency.
Senate Majority Leader Francis Tolentino disclosed during the Senate session of the special committee on Philippine maritime and admiralty zones that the Chinese Embassy had a contract with InfinitUs Marketing Solutions Inc. that detailed the use of “dedicated keyboard warriors.”
Tolentino said the contract between the embassy and InfinitUs was entered into in August 2023.
According to him, the alleged plan was to spread pro-China narratives and even false news that would supposedly target lawmakers who support Manila’s claims on the West Philippine Sea.
The PRSP statement, signed by its board of trustees, said that while PR practitioners’ roles are to uphold and strengthen the reputation of their clients and organizations, “this is not to be done at the expense of societal good.”
“PRSP is a staunch advocate of communication based on honesty and integrity,” it said. “We believe in the power of words and stories to shape public perception and opinion.”
“As such, we exert utmost care and effort to ensure that we adhere to a set of ethical standards in the practice of our profession,” the organization said.
The PR society also said that it does not condone these kinds of actions and noted that any mode of communication should be “harnessed for the public good.”
It also told its members to honor and observe the society’s Code of Ethics for the Practice of Public Relations.
The organization also called on authorities to “act swiftly and decisively” in conducting a thorough investigation into Tolentino’s disclosure during the Senate hearing.
Among the contents of its code was to conduct their “professional way of life” with the public’s interest as their basic and primary guide.
Practitioners’ activities should also be conducted in “full accordance with the accepted standards of trust, objectivity, accuracy and good taste,” as well as to uphold the rule of law and the dictates of public order.
“Unfortunately, not all communication practitioners are members of our organization, and thus are not guided by a code of ethics,” it said.
