PUBLIC RELATIONS ETHICS

PUBLIC RELATIONS ETHICS.

PR ethics: refer to the principles of good practice and morally acceptable behavior that guides the conduct of public relations practioners.

The level of public trust PR practioners seek, as we serve the public good, means we have taken on a special obligation to operate ethically. (PRSA)

The value of member reputation depends upon the ethical conduct of everyone affiliated with the Public Relations Society of America. Each of us sets an example for each other -as well as other professionals - by our pursuit of excellence with powerful standards of performance, professionalism, and ethical conduct.

The Code is designed to be a useful guide for members as they carry out their ethical responsibilities. The codes of ethics are designed to anticipate and accommodate, by precedent, ethical challenges that may arise (Public Relations Society of America Member Code of Ethics 2000)

PRSA Code Provisions

1.    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.

Examples of Improper Conduct under this Provision:

A member representing a ski manufacturer gives a pair of expensive racing skis to a sports magazine columnist, to influence the columnist to write favorable articles about the product.

A member entertains a government official beyond legal limits and/or in violation of

government reporting requirements.

2.    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.

Examples of Improper Conduct under This Provision:

A member employed by a "client organization" shares helpful information with a

counseling firm that is competing with others for the organization's business.

A member spreads malicious and unfounded rumors about a competitor in order to

alienate the competitor's clients and employees in a ploy to recruit people and business.

3.    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.

Examples of Improper Conduct Under this Provision:

Front groups: A member implements "grass roots" campaigns or letter-writing campaigns to legislators on behalf of undisclosed interest groups.

Lying by omission: A practitioner for a corporation knowingly fails to release financial

information, giving a misleading impression of the corporation's performance.

A member discovers inaccurate information disseminated via a website or media kit and does not correct the information.

A member deceives the public by employing people to pose as volunteers to speak at

public hearings and participate in "grass roots" campaigns.

4.    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.

Examples of Improper Conduct Under This Provision:

A member changes jobs, takes confidential information, and uses that information in the

new position to the detriment of the former employer.

A member intentionally leaks proprietary information to the detriment of some other party.

5.    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.

Examples of Improper Conduct Under This Provision:

The member fails to disclose that he or she has a strong financial interest in a client's

chief competitor.

The member represents a "competitor company" or a "conflicting interest" without

informing a prospective client.

6.    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 not in compliance with the Code, whether committed by PRSA members or not, to the appropriate authority.

Examples of Improper Conduct Under This Provision:

A PRSA member declares publicly that a product the client sells is safe, without disclosing evidence to the contrary.

A member initially assigns some questionable client work to a non-member practitioner to avoid the ethical obligation of PRSA membership.

           

In conclusion, PR Practioners while adhering to ethical standards must conduct themselves professionally, with truth, accuracy, fairness, and responsibility to the public; To improve my individual competence and advance the knowledge and proficiency of the profession through continuing research and education;

REFERENCE

Public Relations Society of America Member Code of Ethics 2000