PRSA MEMBER CODE OF ETHICS 2000

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 standard for the professional practice of public relations. These values are fundamental beliefs that guide our behaviours 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 view points to aid informed public debate.

HONESTY

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

EXPERTISE

We acquire and responsibly use specialised 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 honouring 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.

Act promptly to correct erroneous communications for which the practitioner is responsible.

Investigate the truthfulness and accuracy of information released on those represented.

Reveal the sponsors for causes and interests represented.

Disclose financial interest (such as stock ownership) in a client’s organisation.

Avoid deceptive practices.

Safeguarding Confidences

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 organisation.

Immediately advise an appropriate authority if a member discovers that confidential information is being divulged by an employee of a client company or organisation.

Conflicts of Interests

Act in the best interest of the client or employer, even subordinating the member’s personal interests.

Avoid actions and circumstances that may appear to compromise good business judgement or create a conflict between personal and professional interests.

Disclose promptly any existing or potential conflict of interest to affected clients or organisatons.

Encourage clients and customers to determine if a conflict exists after notifying all affected parties.

Enhancing the profession

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 organisations 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 ethical violations, whether committed by PRSA members or not, to the appropriate authority.