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PRSA Code of Ethics: A Guide for Ethical Public Relations Practice, Schemes and Mind Maps of Ethics

Texas A&M University (A&M)Ethics

The Code is designed to be a useful guide for PRSA members as they carry out their ethical responsibilities. This document is designed to ...

Typology: Schemes and Mind Maps

2022/2023

Uploaded on 03/01/2023

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APPENDIX B: P RSA CODE OF E THICS B-1
APPENDIX B
PRSA Code of Ethics
Preamble
Public Relations Society of Amer ica Member Code of Ethics 2000
• Professional Values
• Principles of Conduct
• Commitment and Compliance
This Code applies to PRSA members. The Code is designed to be a useful
guide for PRSA members as they carry out their ethical responsibilities.
This document is designed to anticipate and accommodate, by precedent,
ethical challenges that may arise. The scenarios outlined in the Code provi-
sion are actual examples of misconduct. More will be added as experience
with the Code occurs.
The Public Relations Society of Amer ica (PRSA) is committed to ethical
practices. The level of public tr ust PRSA members seek, as we ser ve the public
good, means we have taken on a special obligation to operate ethically.
The value of member reputation depends upon the ethical conduct of
everyone affiliated with t he 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, profession-
alism, and ethical conduct.
Emphasis on enforcement of the Code has been eliminated. But, the
PRSA Board of Directors retains the r ight to bar from membership or expel
from the Society any individual who has been or is sanctioned by a govern-
ment agency or convicted in a cour t of law of an action that is not in compli-
ance with the Code.
Ethical practice is the most important obligation of a PRSA member. We
view the Member Code of Ethics as a model for other professions, organiza-
tions, and professionals.
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 t he founda-
tion 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 v ital to the integrity of t he profession as a whole.
kel25093_appB_B-1-B-6.indd 1 11/23/19 12:45 PM
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APPENDIX B: PRSA CODE OF ETHICS B-

APPENDIX B

PRSA Code of Ethics

Preamble

Public Relations Society of America Member Code of Ethics 2000

  • Professional Values
  • Principles of Conduct
  • Commitment and Compliance This Code applies to PRSA members. The Code is designed to be a useful guide for PRSA members as they carry out their ethical responsibilities. This document is designed to anticipate and accommodate, by precedent, ethical challenges that may arise. The scenarios outlined in the Code provi- sion are actual examples of misconduct. More will be added as experience with the Code occurs. The Public Relations Society of America (PRSA) is committed to ethical practices. The level of public trust PRSA members seek, as we serve the public good, means we have taken on a special obligation to operate ethically. 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, profession- alism, and ethical conduct. Emphasis on enforcement of the Code has been eliminated. But, the PRSA Board of Directors retains the right to bar from membership or expel from the Society any individual who has been or is sanctioned by a govern- ment agency or convicted in a court of law of an action that is not in compli- ance with the Code. Ethical practice is the most important obligation of a PRSA member. We view the Member Code of Ethics as a model for other professions, organiza- tions, and professionals.

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 founda- tion 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.

B-2 APPENDIX B: PRSA CODE OF ETHICS 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 contrib- uting to informed decision-making in a democratic society. INTENT: To maintain the integrity of relationships with the media, govern- ment 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.

B-4 APPENDIX B: PRSA CODE OF ETHICS 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 vol- unteers to speak at public hearings and participate in “grass roots” campaigns. SAFEGUARDING CONFIDENCES Core Principle: Client trust requires appropriate protection of confidential and private information. INTENT: To protect the privacy rights of clients, organizations, and individu- als 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.

APPENDIX B: PRSA CODE OF ETHICS B- 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 detri- ment of some other party. 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 subordinat- ing 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. 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.