Most normal people – sociopaths and psychopaths excluded – have a moral compass and know what is acceptable and what is not.

Confucius believed that if people lived by moral and ethical principles, they could reach happiness and bring peace and harmony to the world… and who doesn’t want some of that?

As a sector, PR is facing many reputational challenges – some just, some misconstrued, some historical (Max Clifford), some not so historical (Bell Pottinger) – and not least, perhaps, because there is such a broad spectrum of views around what we offer – from lobbying on global issues to noisy stunts.

Along with the world and his/her professional wife/husband, I welcome the recent announcements that various organisations are collaborating on a new code of ethics.

In some ways, it is quite scary that PR is not currently really regulated.

Corporate Social Responsibility in its many guises covers a very broad spectrum of truly great business practice as well as some horrendous horror stories.