As a public relations manager, how should you handle sensitive client information?

The appropriate approach for handling sensitive client information is to protect it unless there is a legal requirement to disclose it. This principle is rooted in the ethical standards and practices of public relations, where maintaining client confidentiality is paramount. Safeguarding sensitive information helps build trust between the client and the public relations professional, demonstrating integrity and responsibility.

This approach also aligns with legal considerations; unauthorized disclosure can lead to legal repercussions and damage both the client's image and the reputation of the public relations firm. By maintaining confidentiality, PR managers support compliance with laws such as the General Data Protection Regulation (GDPR) and other regulations regarding the protection of personal and proprietary information.

In comparison to the other options, utilizing sensitive information for competitive advantage undermines ethical practices in public relations, while discussing it openly in public settings can result in reputational harm and breaches of confidentiality. Sharing it with the team could be beneficial, but only when done within the confines of confidentiality agreements and for specific business purposes. Thus, protecting sensitive client information unless legally required to disclose it is the most responsible and ethical course of action in public relations.