Chapter 4: Dealing withMORAL DILEMMAS
Last year’s report showed that while Nordic PR and communications professionals believe they have both the ability and responsibility to make a positive impact in society, many also experience that their jobs have become more ethically challenging, and that their personal values often clash with the ones of the organization. This year, we’ve dived deeper into how these moral dilemmas impact wellbeing and work and how strengthening “moral competence” can help avoid the pitfalls of “moral stress.”
Integrity: A cornerstone for Nordic PR and comms pros
Integrity is highly valued among Nordic PR and communication professionals, as nearly two-thirds see it as one of the most vital qualities in the field. Confidence in personal integrity is equally strong: seven in ten (70%) rate their capability to conduct themselves according to their beliefs and principles as high, and two thirds even rate their integrity above that of their colleagues. Further, over half think the PR and communications industry demonstrates stronger integrity than other sectors.
High ethical standards, and firm boundaries
The professionals in our survey don’t just value integrity – they set a high ethical bar. The majority say they have clear "no-go" areas, refusing work that conflicts with their values or involves misleading practices. Only just under one in ten (9%) say they would not refuse any responsibility or task because of personal beliefs or values. Moreover, one in five have turned down clients or job offers for ethical reasons, underscoring the profession's commitment to principled work.
When ideals meet reality: Integrity under pressure
While PR professionals pride themselves on strong ethics, real-world pressures often put these principles to the test: In the past six months, almost half (49%) have experienced that they had to make a tough choice between two or more bad or undesirable options, or a situation where their ethical values or moral beliefs were being challenged. When asked about specific dilemma situations that respondents have experienced in their professional life, around one in four say they have been asked to perform a task, or pitch something, that goes against their ethical principles, and more than one in five have worked on a project that went against their ethical principles.
The cost of addressing sensitive topics
Communicating sensitive issues is a moral minefield for many PR professionals. While we know from our previous studies that a majority feel a responsibility to raise awareness and influence public opinion on societal and political matters, this responsibility comes at a price. Over half admit they not only lack confidence, but also feel unsafe, tackling sensitive and polarizing topics. Alarmingly, more than one in five have faced threats for doing so, and nearly one in four have avoided such topics altogether to not risk criticism or threats.
Dilemmas: A heavy burden that many deal with alone
Not surprisingly, many feel that performing work that goes against their ethical principles, or being critiqued and threatened for what they communicate, takes a toll. Half of them say it has a large negative impact on their mental wellbeing. Yet, instead of seeking support or speaking up, many rely on their personal values or gut instinct to navigate these challenges alone.
NEXT GEN PRO PERSPECTIVECompromising values to break into the industry?
While the PR students we’ve talked to want to use communication to drive positive change and find a workplace aligned with their values, entering a competitive industry can make it hard to stick to strong ethical boundaries. Some worry – or even expect – they may need to compromise their ideals to get a foot in the door. At the same time, for some, working on projects or with clients that challenge their values is seen as an opportunity to broaden one’s perspective and grow professionally.
“Starting out in the industry, it can be hard to have ethical 'no-go' zones. It’s probably with more experience and confidence that you gain the ability to turn down jobs or clients for ethical reasons.
THE EXPERT’S ADVICE“Moral stress – an overlooked stress factor in work life”
Tomas Brytting, professor of organizational ethics, highlights that while moral dilemmas are common across industries, PR and communications face unique challenges: Every day, you grapple with these complex concepts like truth, freedom, and dignity – concepts that are as difficult to define as they are loaded. As a professional you’re constantly deliberating: What is truth? This can be a gray area. Where is the line between influencing and manipulating? Hard to tell. What’s my yardstick? This can be challenged.
“The less you talk about these subjects, the more charged they become, and the more difficult it is for employees to judge the level of seriousness.
The danger of “moral muteness”
While ethical dilemmas appear in all industries and organizations, Tomas points out that they’re seldom enough recognized or addressed, which can have severe consequences. - The lack of awareness and openness about these challenges leads to “moral muteness”, which means that employees don’t feel like they can bring up “big” concepts like freedom and integrity, share dilemmas they’ve faced, or threats they’ve received. They lack relevant concepts and arguments. The less you talk about these subjects, the more charged they become, and the more difficult it is for employees to judge the level of seriousness. This results in “moral stress”, an often-overlooked stressor in work life, where employees feel like they’re under a lot of pressure and very alone. And as the saying goes “if you don’t have the language, you can’t see”, which means that when we don’t talk about it, we also risk becoming blind to actual immoral behaviors.
The importance of accepting where your responsibility ends
While honoring strong integrity and having high ethical standards is crucial for PR and communications professionals, Tomas stresses the importance for these professions to also accept the limit to one’s responsibility. - If you don’t define where your responsibility and capability end, you eventually risk perishing with moral stress. The synthesis is that you can and should do the best you can within your scope – not more or less.
"Ethical checklist":
What to ask yourself when faced with a moral dilemma
What are the dynamics of the situation, its history and probable developments?
What do the regulations say? What laws, regulations or code of conducts can guide the decision?
What is the actual ethical issue? Is it connected to laws and regulations, personal integrity, or rather conflicting interests, value systems, life ideals or norms?
Who’s responsible for what? What’s the division of responsibility between the actors involved? What falls within your area of responsibility, and what lies outside of it?
What are the actionable alternatives and consequences? What alternatives are there, and what are the consequences of each of them? Who are impacted and in what way?
What are my own objectives?
(How) can I argue for my action if/when it becomes public?
What would a more experienced colleague do? Ask a more experienced colleague for advice, someone who can help judge the seriousness of the case and share experience of possible consequences.
How do I feel when the decision is made? Imagine that you made the decision, how do you feel about it? Proud, relieved – or rather stressed, weighted, dirty?
Key takeaways: Dealing with
Moral Dilemmas
Integrity vs. reality
While having strong integrity, professionals often face ethical dilemmas, finding their values challenged by tasks or projects that conflict with their principles.
Threats and self-censorship
More than one in five have experienced threats due to communicating sensitive subjects, and almost one in four have avoided doing so to avoid risk of critique and threats.
The impact of "moral muteness"
While ethical challenges appear in all workplaces, few openly discuss or address them enough, causing employees “moral stress”, where they feel under pressure and isolated. Further, moral muteness might also lead to “moral blindness”, where actual unethical behaviors are being overlooked.
How to deal with it:
To navigate moral dilemmas, Professor of Organizational Ethics Tomas Brytting recommends following an "ethical checklist". Key steps include identifying the issue, defining responsibilities, evaluating consequences, and reflecting on how you will feel once the decision is made.