Maintaining Ethics in Public Relations
The Public Relations Society of America (PRSA) announced in March the release of its free Code of Ethics app. The Code, widely regarded as the industry standard, sets out principles and guidelines to help practitioners adhere to PRSA’s core ethics values. The development and release of this app should serve as a good reminder of just how important it is for public relations professionals to uphold ethical standards in all we do.
Let’s take a few minutes to review PRSA’s Member Statement of Professional Values: Advocacy, Honesty, Expertise, Independence, Loyalty and Fairness. Do these statements accurately reflect your day-to-day practices?
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.
We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.
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.
We provide objective counsel to those we represent. We are accountable for our actions.
We are faithful to those we represent, while honoring our obligation to serve the public interest.
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.
Review these statements regularly and refer to the Code whenever you are facing an ethical dilemma at work. To keep the Code at your fingertips, download The PRSA Ethics app. It’s available free in Google’s Android Market and Apple’s App Store and can be accessed from iPhone, iPad and Android devices.