What are the major, compelling arguments in favor of ethical behavior by MPR practitioners?

What will be an ideal response?

People in charge of the MPR process within organizations work with customers, media and various stakeholders to promote the mission of their organization. They also interact with internal constituents to ensure that organizational members understand the firm's mission and are adequately prepared to communicate the mission to all of their publics. MPR practitioners typically have responsibilities toward the firms they work for, their clients, the media and the audiences of those media. Compared to other professions, MPR is characterized by a wide scope of influence with high visibility, especially among the media and an organization's consumers and business customers. In this way, MPR professionals are obligated, as the PRSA Statement of Professional Values implies, to serve the public interest, adhere to accuracy and truth, and to use their expertise credibly. They also must be accountable, loyal and fair in their interactions with their publics.