Factors Influencing the Ethical Conduct of Public Relations Practitioners in Commercial Banks in Namibia

• Main Authors: Rewai Makamani, Tawanda Zimanyi
• Format: Article
• Language: English
• Published: Research and Postgraduate Support Directorate 2020-01-01
• Series: African Journal of Inter-Multidisciplinary Studies
• Subjects: Public relations; ethical conduct; law; moral reasoning
• Online Access: https://journals.dut.ac.za/index.php/ajims/article/view/824

This study examines factors that influence the ethical conduct of practising Public Relations (PR) practitioners in commercial banks of Namibia. Such factors relate to the ethical behaviour of Public Relations professionals working in commercial banks. The factors include the presence of binding codes of ethics and conduct, individual moral compasses, pressure from top management, a sense of duty towards humanity, and knowledge of ethics and professionalism. This analysis reveals that PR practitioners face ethical challenges and dilemmas from the banks’ dominant coalitions, ambiguous codes of ethics, speedy communication to the public necessitated by the news media, and the clash between the core values that inform the duty of PR professionals and those that prop up organisational culture. Ultimately, the challenges and dilemmas they confront in their work determines the way they conduct themselves ethically. The study conceives that PR practitioners are torn between upholding PR values that inform their duty and standing up for organisational values as advocated for by the dominant coalition. Ironically, PR practitioners are regarded as the ethical conscience of the commercial banks who, as per recommendations of the study, are expected to practise ethically and live up to their mandate of being custodians of ethical communication.