Influence of Ethical PR Practices on Corporate Image during Scandals in Tanzania

Purpose: The aim of the study was to assess the influence of ethical PR practices on corporate image during scandals in Tanzania. Materials and Methods: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study indicated that maintaining ethical standards significantly mitigates reputational damage. Ethical PR strategies, including transparency, accountability, and timely communication, help companies navigate crises more effectively. Transparency ensures that all relevant information is disclosed promptly, fostering trust among stakeholders. Accountability demonstrates a company's commitment to taking responsibility for its actions, which can help regain public trust. Timely communication ensures that the company controls the narrative, reducing the spread of misinformation. Studies indicate that companies employing ethical PR practices during scandals tend to recover faster and sustain less long-term damage to their corporate image. Additionally, these practices can turn a crisis into an opportunity to showcase the company's integrity and commitment to ethical standards, potentially strengthening its reputation in the long run. Overall, ethical PR practices are crucial in safeguarding and enhancing corporate image during and after scandals. Implications to Theory, Practice and Policy: Situational crisis communication theory (SCCT), stakeholder theory and image restoration theory may be used to anchor future studies on assessing influence of ethical PR practices on corporate image during scandals in Tanzania. Encourage organizations to establish proactive ethical guidelines for PR professionals. Advocate for the establishment of a regulatory framework that mandates ethical practices in PR. This policy can help standardize ethical behavior across the industry, enhancing corporate accountability.