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MANGALORE: Efficiency and ethics will have to be balanced in the public relations profession, according to Dr Shashikala-Murphy Gurupur, former Assistant Professor of Manipal Institute of Communication.

Honesty and accuracy should be given importance in this profession. Dr Gurupur was delivering a lecture on `Ethics and Public Relations,' organised by the Mangalore-Manipal chapter of Public Relations Society of India (PRSI), in Mangalore on Friday evening.

Public relation agents are coming into "political image doctoring," she said, adding that public relations are used to manipulate the public. Mr Sudhir P. Ghate, Vice-President of the PRSI, Mangalore-Manipal chapter, presided over the function.

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