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This paper aims to encourage PR practitioners to appreciate their role as the pivot of their organisation’s reputation management. It discusses the importance of codes of ethics, claiming that these should be reviewed by public relations associations every 4‐5 years. Good conduct is essential for every PR practitioner as a reputation manager, and PR associations must ensure that codes of ethics are enforced. PR associations should address the challenge posed by the boom in the labour markets for PR practitioners by ensuring that all practitioners are well trained.