An excellent post by Richard Edelman on PR Ethics. Sample:
First, we should not take on any client in the way that a lawyer can claim that every client deserves representation. We are not working in a court of law. We are working in the court of public opinion. We cannot say that the media is the ultimate screen on truth or the jury for the public. We are increasingly sending messages directly to end users of information, without the intermediate step of the media. What we disseminate often moves into public discourse with immediate effect and this information can move markets, affect consumer health or well-being. We should have a higher standard today on who we represent and what we say on their behalf.