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Deliver us from evil – PRISA president
At the recent opening of the Durban University of Technology (DUT) Students Conference on Public Relations and Communication, Mixael de Kock, national president and chairman of the Public Relations Institute of Southern (PRISA), said that it is regrettable that South Africa at the highest levels of leadership is currently beset by ethical and moral problems that have transcended any of the direct and simple solutions offered by PR.
Mixael de Kock, national president and chairman of PRISA
“Acceptable outcomes to these burning issues, ultimately, will have to be sought in appealing to our highest courts of law.” De Kock continued: “Also, our leaders should start debating the ethics and morality of rational governance – without delay and as a national priority.”
The theme of De Kock's address primarily focused on communication, ethics and morality. According to the PRISA president, globally, professional institutes are concerned about the state of ethics and particularly in the field of communication. “International professionals are chiefly concerned about the many abuses during past years – abuses and crimes against humanity, and, in most cases, simply to suit the objectives of certain politicians and religious leaders.”
More relevant than ever before
Quoting past world president of the International Public Relations Association (IPRA) Charles van der Straaten-Waillet, De Kock said: “Ethics are more relevant and necessary than ever before and remains one of our profession's major challenges and issues.”
“But, at the heart of it all lies the one question: If lies didn't help you out, why don't you try the truth? Often the solution is simply being just and fair to others and oneself.”
“The communicators in every society share the responsibility to convey intentions directly, honestly and with respect,” said De Kock. “That is simple common sense and good manners, qualities that are the making of civil society and the safeguarding of democracy.”
He reiterated the importance of having a PRISA in southern Africa's public relations industry – an industry body mandated to maintain the professional and ethical standards of its members and to promote excellence and impeccable service to its clients.
The conference was held on the Pietermaritzburg Campus of DUT and this year, for the first time, was organised by the lecturers and students at the Pietermaritzburg Campus. According to De Kock, it is the sponsoring of events such as these that shows a real commitment from business and industry to help extend “our understanding of communication, ethics and the consequent excellence that follows in its wake”.
