ETHICS

Contact:
Lisa Wilkinson

Chapter President

lisagentilini@gmail.com

(770) 617-9044

Public Relations Society of America Member Code of Ethics

Unedited: http://www.prsa.org/AboutPRSA/Ethics/CodeEnglish/   

PRSA Member Statement of Professional Values

This statement presents the core values of PRSA members and, more broadly, of the public relations profession. These values provide the foundation for the Member Code of Ethics and set the industry standard for the professional practice of public relations. These values are the fundamental beliefs that guide our behaviors and decision-making process. We believe our professional values are vital to the integrity of the profession as a whole.

Advocacy

We serve the public interest by acting as responsible advocates for those we represent. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate.

Honesty

We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.

Expertise

We acquire and responsibly use specialized knowledge and experience. We advance the profession through continued professional development, research, and education. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences.

Independence

We provide objective counsel to those we represent. We are accountable for our actions.

Loyalty

We are faithful to those we represent, while honoring our obligation to serve the public interest.

Fairness

We deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. We respect all opinions and support the right of free expression.

PRSA CODE PROVISIONS

 

Free Flow of Information

Core Principle: Protecting and advancing the free flow of accurate and truthful information is essential to serving the public interest and contributing to informed decision making in a democratic society.

Intent: To maintain the integrity of relationships with the media, government officials, and the public.
To aid informed decision-making.

Guidelines:
A member shall:

• Preserve the integrity of the process of communication.
• Be honest and accurate in all communications.
• Act promptly to correct erroneous communications for which the practitioner is responsible.
• Preserve the free flow of unprejudiced information when giving or receiving gifts by ensuring that gifts are nominal, legal, and infrequent.

Competition

Core Principle: Promoting healthy and fair competition among professionals preserves an ethical climate while fostering a robust business environment.

Intent: To promote respect and fair competition among public relations professionals.
To serve the public interest by providing the widest choice of practitioner options.

Guidelines:
A member shall:

• Follow ethical hiring practices designed to respect free and open competition without deliberately undermining a competitor.
• Preserve intellectual property rights in the marketplace.

Disclosure of Information

Core Principle: Open communication fosters informed decision making in a democratic society.

Intent:
To build trust with the public by revealing all information needed for responsible decision making.

Guidelines:
A member shall:

• Be honest and accurate in all communications.
• Act promptly to correct erroneous communications for which the member is responsible.
• Investigate the truthfulness and accuracy of information released on behalf of those represented.
• Reveal the sponsors for causes and interests represented.
• Disclose financial interest (such as stock ownership) in a client's organization.
• Avoid deceptive practices.

Safeguarding Confidences

Core Principle: Client trust requires appropriate protection of confidential and private information.

Intent:
To protect the privacy rights of clients, organizations, and individuals by safeguarding confidential information.

Guidelines:
A member shall:

• Safeguard the confidences and privacy rights of present, former, and prospective clients and employees.
• Protect privileged, confidential, or insider information gained from a client or organization.
• Immediately advise an appropriate authority if a member discovers that confidential information is being divulged by an employee of a client company or organization.

Conflicts of Interest

Core Principle: Avoiding real, potential or perceived conflicts of interest builds the trust of clients, employers, and the publics.

Intent:
To earn trust and mutual respect with clients or employers.
To build trust with the public by avoiding or ending situations that put one's personal or professional interests in conflict with society's interests.

Guidelines:
A member shall:

• Act in the best interests of the client or employer, even subordinating the member's personal interests.
• Avoid actions and circumstances that may appear to compromise good business judgment or create a conflict between personal and professional interests.
• Disclose promptly any existing or potential conflict of interest to affected clients or organizations.
• Encourage clients and customers to determine if a conflict exists after notifying all affected parties.

Enhancing the Profession

Core Principle: Public relations professionals work constantly to strengthen the public's trust in the profession.

Intent:
To build respect and credibility with the public for the profession of public relations.
To improve, adapt and expand professional practices.

Guidelines:
A member shall:

• Acknowledge that there is an obligation to protect and enhance the profession.
• Keep informed and educated about practices in the profession to ensure ethical conduct.
• Actively pursue personal professional development.
• Decline representation of clients or organizations that urge or require actions contrary to this Code.
• Accurately define what public relations activities can accomplish.
• Counsel subordinates in proper ethical decision making.
• Require that subordinates adhere to the ethical requirements of the Code.
• Report practices that fail to comply with the Code, whether committed by PRSA members or not, to the appropriate authority.

PUBLIC RELATIONS ETHICS DECISION-MAKING GUIDE

1. Define the specific ethical issue and/or conflict.
2. Identify internal and external factors (e.g., legal, political, social, economic) that may influence the decision.
3. Identify key values.
4. Identify the parties who will be affected by the decision and define the public relations professional’s obligation to each.
5. Select ethical principles to guide the decision-making process.
6. Make a decision and justify.