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Ethics Quandary? Women in PR More Apt to Seek Allies Before Giving Execs Advice

Oct 11, 2018

5 min

Marlene Neill, Ph.D.

Women in public relations are more likely than men to seek allies and form coalitions before they give ethics counsel to senior leaders, while men are more likely to rely on presenting research, according to a Baylor University study.


The study also showed that while senior public relations executives in the study overall tend to use “rational approaches,” such as research, case studies and appeals about what is right and lawful, success depends on building relationships with colleagues in other departments so that they have backup when ethical issues arise.


“A PR person can be the conscience, but are they listened to? Are they respected? Are they at the table?” one woman said. “You can be doing everything right, but if nobody is listening to you, it really doesn’t matter a whole lot. Except that you can sleep at night.”


The study — “The Use of Influence Tactics by Senior Public Relations Executives to Provide Ethics Counsel” — is published in the Journal of Media Ethics.


The article highlights the need for younger PR practitioners to seek out senior PR executives as mentors before and during confrontation of ethics issues, said lead author Marlene Neill, Ph.D., assistant professor of journalism, public relations and new media in Baylor’s College of Arts & Sciences and author of the book “Public Relations Ethics: PR Pros Tell Us How to Speak Up and Keep Your Job.”


“What inspired us to conduct this research were findings from a study I conducted in 2016 with Millennials working in public relations,” Neill said. “Survey results indicated that Millennials did not feel prepared to provide ethics counsel, were unlikely to speak up and did not even expect to face ethical dilemmas. We decided to conduct this study to instruct them how to do this effectively based on the experiences of senior executives working in our industry.”


Researchers conducted through in-depth interviews with an elite selection of 55 public relations executives, many of them with Fortune 500 companies. They included members of the *Public Relations Society of America (PRSA) College of Fellows and The Arthur W. Page Society, with the combined sample averaging 33 years in PR. They represented 19 states and industries including government, healthcare, telecommunications, financial services and energy.


Interviewees discussed ways to exert influence, ethics training and whether they are of value as an ethics counselor.


“Some see it as being of little use; some recommend the PR practitioner take a modest role in encouraging consideration of ethics among multiple leaders,” Neill said. But others felt strongly that they should be an “organizational conscience” when they think company actions might pose an ethical dilemma with troubling consequences.


One reason to do so is that without “boat-rocking” with straightforward tactics 

 an organization, some may turn outside the company by whistleblowing or leaking information to stakeholders, media or government officials.


“Our study found that building relationships was critical for practitioners to ensure that other executives would listen to and respect their counsel,” Neill said. “That doesn’t mean they always won the debate, but relationship building has to do with building respect and trust.”


While the interviewees’ most common approach to influencing was rational, followed by coalition-building, “some said they relied on persistence and assertiveness if they felt an issue was so objectionable they could not stay silent,” Neill said. “A few people turn to ingratiation, such as flattery.”


When it comes to differences in how genders approach the role of ethics counselor, one reason women may recruit allies is that they tend to be outnumbered by men in the boardroom, Neill said.


One woman said that “Going in force can help your case. But sometimes it can backfire . . . you know, if somebody wants to kill the messenger. But if several people come to you with the same messaging, I think you take notice.”

Another woman said that she was “reprimanded for being so forthright. So, I didn’t do it that way anymore.”


Some women were wary of using emotional appeals.


Because of stereotypes about women being emotional in the workplace, “I probably erred in the other direction,” one woman said.


Men, meanwhile, were more likely to prefer informational sources of power such as research and case studies, Neill said. But both genders said they ask questions, discuss, listen, share alternatives or solutions and recommend.


A few men and women used more confrontational descriptions, such as saying, “We absolutely put our foot down” and “Tell them it’s wrong.” But in the case of women, “some of these more confrontational accounts were used in connection with allies or coalitions,” Neill said.


In a few cases, men and women gave examples of resigning accounts or refusing to accept new clients if they decided the client’s business was not worth the ethical cost.


Many interviewees said they had received ethics training through PRSA. A few said they had received training through their employer, college courses, personal study and mentors. A few pointed to their religious upbringing.


Some of the more common ethics issues centered around communication, such as open disclosure of information, inaccurate information or sending fake letters to an editor. But others were business challenges, such as abusive behavior toward subordinates, misuse of public funds, smear campaigns and conflicts of interest.

Neill said that because the study was limited to 55 individuals, a larger study and surveys of senior PR executives in other nations would be valuable. She and a colleague next plan to study to women’s leadership experiences.


*PRSA College of Fellows is an exclusive group of approximately 350 senior professionals, each with a minimum of 20 years of experience in PR, Accreditation in Public Relations and recognition for distinguished careers. The Arthur W. Page Society is open by invitation to chief communications officers of Fortune 500 corporations and leading nonprofit organizations, chief executive officers of PR agencies and senior professors from business and communications schools.


The study was funded by The Arthur W. Page Center for Integrity in Public Communication and supported by the PRSA Board of Ethics and Professional Standards and PRSA College of Fellows.

Co-author is Amy Barnes, associate professor in the School of Mass Communications at the University of Arkansas at Little Rock and co-author of “Public Relations Ethics: PR Pros Tell Us How to Speak Up and Keep Your Job.”


ABOUT BAYLOR UNIVERSITY


Baylor University is a private Christian University and a nationally ranked research institution. The University provides a vibrant campus community for more than 17,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship. Chartered in 1845 by the Republic of Texas through the efforts of Baptist pioneers, Baylor is the oldest continually operating University in Texas. Located in Waco, Baylor welcomes students from all 50 states and more than 80 countries to study a broad range of degrees among its 12 nationally recognized academic divisions.


ABOUT BAYLOR COLLEGE OF ARTS & SCIENCES

The College of Arts & Sciences is Baylor University’s oldest and largest academic division, with 25 academic departments and seven academic centers and institutes. The more than 5,000 courses taught in the College span topics from art and theatre to religion, philosophy, sociology and the natural sciences. Faculty conduct research around the world, and research on the undergraduate and graduate level is prevalent throughout all disciplines.


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Marlene Neill, Ph.D.

Marlene Neill, Ph.D.

Associate Professor, Journalism, Public Relations and New Media

Professor Neill's research interests include internal communication, public relations management and ethics

Internal / Employee CommunicationIntegrated CommunicationAdvertising ManagementPublic Relations ManagementPublic Relations Ethics

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9 min

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I have also seen a beautiful response to the reality of this collective struggle in my interactions with Baylor faculty, staff and students that includes deep empathy for one another and an increase in valuing authenticity as we engage in the high-quality, meaningful work we each do. It has been a gift to witness Baylor community members holding space for colleagues’ and students’ vulnerability as we admit this is hard for various reasons and recognize that we cannot just push our way through this season. When we admit this isn’t easy and that we are all juggling so much to the best of our ability through thick layers of uncertainty, it gives those around us permission to admit their experiences, too. In fact, I think when we create space for that shared vulnerability and empathy in our interactions with others, we can better assess the current situation, remain present to one another and discern what steps are needed to move forward together, particularly because we’re not carrying an additional layer of effort pretending that everything is fine. That said, the Garland School of Social Work conducted a couple of well-being surveys since this summer to internally check in on how our faculty and staff are coping with this season and identify the biggest stressors they’re facing and sources of support. Our faculty and staff have also been continually checking in on our students through this season. Not only do we see many noting the same stressors that we’re all facing these days, normalizing how difficult this is for each of us, but the act of nonjudgmentally holding that space for ourselves and one another has been a tangible step of offering the care we know is uniquely woven into the Baylor experience. Q: How can individuals within the campus community tend to their spiritual health to close out the semester? I would invite readers to take a moment to pause and identify a few spiritual practices that uniquely support them well, even if that means thinking back to less stressful seasons. The key to note here is that these are practices which require regular engagement, similar to if we were to practice a new instrument or sport. Spiritual practices can vary based on our faith tradition and may include praying; meditating; centering prayer; reading our religious text; walking a labyrinth; journaling; practicing gratitude; listening to a sermon or faith-based podcast; praying over and contemplating scripture; engaging in creativity; practicing daily examen; or listening to spiritual music. Some practices may involve other individuals that can be done safely, including seeking spiritual direction, participating in a Bible or faith-based book study with others or engaging in worship (even virtually!). These practices can offer a sense of groundedness and a reminder that God is with us, including through this season. As we continue to navigate this season of uncertainty, it is critical that we intentionally weave in spiritual practices that offer rhythms, routines and a grounded faith that can support us well through the waves of difficulty. Especially on campus, I would encourage Baylor community members to follow along with Spiritual Life’s resources and events, or check out Better Together BU, a partnership supported by both Spiritual Life and Multicultural Affairs. Q: How can individuals within the campus community tend to their mental health to close out the semester? Tending to our mental health in this last stretch of the semester will be so important as we move into the stress of finals, the complex emotions tied to the holidays, grief with upcoming celebrations looking different this year (including how we celebrate holidays, who we celebrate with and the reality of many having lost loved ones to COVID-19) and the reality of seasonal affective disorder on the horizon. In fact, in a typical year, about 5% of U.S. adults have seasonal affective disorder (SAD), with another 10-20% having mild forms of it. In light of all of the added transition, uncertainty, complexity of caregiving and homeschooling while working/studying at home, layers of loneliness and grief, I do hope our Baylor students, staff and faculty will actively prioritize taking good care of their mental health and supporting others’ mental health care, too. One way I highlight this with my social work students is by recommending creating a self-care plan that pays attention to our physical health, mental health, social support and spiritual health. If we can identify some strategies to holistically care for ourselves well and be mindful of potential barriers to navigate, we may have more resilience and practices to draw from to cope with challenges and stressors that arise. Finally, although NAMI highlights that 1 in 5 of us are currently facing a mental health struggle, some studies have shown that over 80% of us will meet criteria for a mental illness by young adulthood or middle-age. Therefore, I highly recommend that anyone who is noticing any changes in their mood, diet, sleep habits, behaviors or overall well-being immediately reach out for help. Students are encouraged to reach out to Baylor’s Counseling Center, CARE team or the BARC. Faculty and staff also have resources available through Baylor’s employee assistance program. Other resources for finding a mental health provider include HelpPRO, Psychology Today, Low Cost Help or these additional resources. For those who are deeply struggling, please reach out to the Suicide Prevention Lifeline at 1-800-273-8255 or text ‘HOME’ to 741-741 for the Crisis Text Line. As part of my faith and my social work values, I believe that each of us are worth caring for ourselves, including caring for our mental health alongside our spiritual and physical health. Q: What successes or bright spots have you seen within your campus experience that offer encouragement to how the Baylor Family has handled the crisis throughout the semester? I am regularly amazed by the Baylor students, faculty and staff, the ways we have navigated the crisis together this semester, and I am especially grateful for President Livingstone’s and Provost Brickhouse’s leadership since March. This semester, some bright spots have included Dr. Deborah Birx’s reflections on Baylor’s efforts to keep everyone safe from COVID-19, the Fall Faculty meeting and Dr. Peter Hotez’s appreciation of how Baylor leaders have kept the Baylor and Waco community safe and following along when Baylor students take over Baylor’s Instagram account (like Brandon Nottingham’s takeover on World Mental Health Day!). As the Garland School of Social Work’s associate dean for research and faculty development, I have also loved learning about the ways so many Baylor faculty are offering their unique research expertise and wisdom to serve others through this difficult time, such as Dr. Emily Smith’s “Friendly Neighbor Epidemiologist” Facebook page to explain COVID-19 information. I’ve also been reminded of what a gift it is to be a part of the Garland School of Social Work (GSSW) and this community of faculty, staff and students. The resilience, creativity, love for serving others, dedication to the social work profession and care for our students is so apparent within the GSSW. I have especially seen how my faculty and staff colleagues have adapted courses and assignments, creatively considered students’ needs and juggled their research responsibilities while extending grace to themselves and one another as we navigate this season together as a school to the best of our ability. Similarly, seeing our students’ resilience, flexibility, support of one another, commitment to the profession and heart for the clients and communities they serve is truly inspiring. Finally, Dean Jon Singletary’s servant-leader heart for the GSSW and the ways he has supported our school through so much transition over the last five years has been a gift. One example of this includes the two hours of weekly well-being time he extends for all GSSW staff and faculty to use in support of our spiritual and mental health care. Q: What gives you hope for the spring semester and beyond as students continue through their academic endeavors? Truthfully, our students’ presence and their enthusiasm over the fields of study they are dedicating their lives to gives me hope. As a professor, there is nothing like watching a student become fully alive in the work they are passionate about and feel as though they were made to do. Our students’ willingness to fully participate in the transformational education that Baylor offers, especially in this difficult season of COVID-19, is an honor to witness as a professor and certainly gives me hope. Further, seeing the ways our students are empathically caring for their neighbor by following Baylor’s safety guidelines, growing in their faith, checking in on one another, understanding faculty and staff are doing their very best and continuing to demonstrate their determination to learn and grow is an inspiration. My hope and prayer for our students as well as our staff and faculty colleagues as we move through the remainder of the fall semester and into the spring is that they rest as they need to and prioritize taking good care of their mental and spiritual health. I also pray that we recognize as a community that by caring for our spiritual and mental health, by taking this season one day at a time, by trusting we are doing our best and by reaching out for help when needed, we give others permission to do the same.

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