Opinion: From our Readers - Honesty really is the best policy

In response to your article on professional ethics (Features, 12 February). Last week, I delivered a guest lecture on CSR to PR students at Leeds Metropolitan University. I was brutally questioned as to whether I really believed the PR industry had ethics, and if it really had any other responsibility than to achieve the best return for a client.

I was able to say, hand on heart, that I believe communications has a vital role to play in helping organisations make the 'right' decisions, including those with a moral or ethical impact. Understanding and managing relationships with key audiences, including the media, can help the corporate world recognise the impact of its decisions.

Does this sound naive? Well, I'm glad that so many of your contributors sounded as naive as me. Let's promote the mantra that honesty really is the best policy.

Justin McKeown, divisional director, Grayling.

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