In law, the judge and jury hold the deciding balance of power. In public opinion, the public relations counsel is judge and jury because through his pleading of a case the public is likely to accede to his opinion and judgment. Therefore, the public relations counsel must maintain an intense scrutiny of his actions, avoiding the propagation of unsocial or otherwise harmful movements or ideas.
Every public relations counsel has been confronted with the necessity of refusing to accept clients whose cases in a law court would be valid, but whose cases in the higher court of public opinion are questionable.
The social value of the public relations counsel lies in the fact that he brings to the public facts and ideas of social utility which would not so readily gain acceptance otherwise. While he, of course, may represent men and individuals who have already gained great acceptance in the public mind, he may represent new ideas of value which have not yet reached their point of largest acceptance or greatest saturation. That in itself renders him important.
As for the relations between the public relations counsel and his client, little can be said which would not be merely a repetition of that code of decency by which men and women make moral judgments and live reputable lives. The public relations counsel owes his client conscientious, effective service, of course. He owes to his client all the duties which the professions assume in relation to those they serve. Much more important than any positive duty, however, which the public relations counsel owes to his client is the negative duty—that he must never accept a retainer or assume a position which puts his duty to the groups he represents above his duty to his own standards of integrity—to the larger society within which he lives and works.