Can PR ever be ethical?

Ethics is a sensitive and almost "eternal" issue in PR.

I have such an impression that this question is discussed nearly in the course of every possible matter. People often accuse PR of being unethical. Political propaganda and spinning have undermined PR's reputation, but the profession itself is not immoral to a 100%. However I won't agree with that NGO and voluntary sector PR are the most ethical ones. Might it be simply new names for calling or to "veiling" means to achieve someone's interests? To me these organizations' real intentions seem doubtful and contradicting to what they tell people about their goals. But this is a completely separate question.

Nonetheless I believe that PR can become ethical. Codes of Conduct and Ethics are essential to establishing legitimate PR practice, better PR reputation and trustworthy relationships between any organization and its audience.

Openness and transparency are another issue on the way to ethical PR. In my opinion social media is today's key benefit: independent users who are now writers and publishers of their own unedited content advocate the truth and critique any lies, - so modern Internet users have the best opportunity to represent the voice of a company. Such people reveal the tales. Consequently it's in organization's interests not to disappoint its customers, to follow their expectations and respond to their moral values.

Actually its is more about the duty of PR practitioners to follow ethical regulations in PR. This is something that a child is explained by his parents, but has to be taught during all his life, as he grows up, according to life situations.