Michæl McFarland Campbell

Throughout my career, I have worked hard to ensure that everything that I do is to the best of my ability and shows my professionalism. Paramount to ensuring this is learning new skills, exploring new ways of working, and revising ongoing skills and tools to complete my work.

This morning, I’ve been looking at professional ethics, particularly concerning my work as a communications professional.

As Richard Bailey, says

Ethics is allied to professionalism. So if you profess to act ethically, then as a very first step you should be able to demonstrate your commitment to professional standards.

Richard Bailey, PR Academy, Briefing: Professional Ethics, 2022-04-04, https://pracademy.co.uk/insights/briefing-professional-ethics/ accessed 2022-01-03

My first step is to have signed up to professional standards. I have signed up to the Code of Conduct of the Chartered Institute of Public Relations, of which I am a Member and Accredited PR Practitioner, also to the Institute of Internal Communication’s Code of Conduct as a Certified Member. I have membership in several professional bodies, and I work hard to ensure that all of my work meets their professional standards.

I can recall a few times when I have been asked in employment to do something which I found ethically questionable. Each time, I explained to my manager why I could not do what I was being asked to do. On more than one occasion, there was a look of incomprehension that I refused to do what was wanted. But, having heard that it was about professional ethics, and after I had explained why I could not do what it was, it was decided that it was not a good move.

Within the Public Relations industry, Patricia Parsons states that there are five pillars:

1. Veracity (telling the truth)
2. Non-malificence (doing no harm)
3. Beneficence (doing good)
4. Confidentiality (respecting privacy)
5. Fairness (being fair and responsible)

They are very good pillars for any role, and they equally work within the Internal Communication sphere of communications. I shall continue to endeavour to hold myself to these qualities in my work. I urge others to do likewise.

Having grown up with the police service in Northern Ireland known almost universally by its abbreviation of RUC, for Royal Ulster Constabulary, it was probably inevitable that its successor the Police Service of Northern Ireland would become known by its four intial letters, the PSNI. I am pleased that the Chief Constable has said that he wants the service to be rebranded as “Police Service NI”. It puts their role back to the forefront of their brand. I think that is very important.

Agreed in 2001, the badge of the Police Service of Northern Ireland,

features a Saint Patrick’s Cross surrounded by six symbols – a harp, crown, shamrock, laurel leaf, torch and scales of justice.

BBC News, “Board Agrees on NI police badge”, http://news.bbc.co.uk/ [accessed 2020-06-06]

Whilst the rebranding of the Royal Ulster Constabulary to the Police Service of Northern Ireland was painful for many in Northern Ireland, this rebrand should be painless.

Chief Constable Simon Byrnes said:

Policing is so much more than an acronym – which is why our brand review is focussing on using ‘Police Service NI’ as opposed to ‘PSNI’. Our current brand is simply the crest and we aim to enhance this to better reflect the breadth and depth of what we do and to improve our connection to our communities.

“We are keen to bring consistency and a fresher look to the Police Service NI brand and imagery across our digital platforms, publications, building signage, livery and our website. Alongside this, we are reviewing our uniform and our vehicle fleet signage. It is important to highlight that we are not changing the crest or the name of the Service as both are representative of the service we deliver and are set in law.

“We have already briefed the Northern Ireland Policing Board, the Justice Minister and the Police Federation on our plans and will be starting a consultation process over the summer months that will continue into the Autumn to get your views before returning to the Policing Board with an update on the final proposals.

Police Service NI, Chief Constable introduces draft visuals for new Police Service NI branding, https://www.psni.police.uk/news/ [accessed 2020-06-06]

I notice that in the reversed version of the proposed new brand, the name of the organisation has been removed from the circle around the badge. I presume this is because the name is alongside the badge. The symbols that are so important to the badge are now clearer in the white version of the badge so I hope that this rebrand will get the support and go ahead following consultation.

Rebrands often seem to cost huge amounts of money, I am glad to hear that all work done thus far has been done by the inhouse designer so thus far it is cost neutral. Obviously, organisations rebranding have to invest in new signage and in new livery for vehicles, but as we all know signage and livery has to be redone regularly to look the best, so I am sure that it will be done at the approriate time.

Well done for the proposed brand refresh.