Scandals and questionable practices make headlines at the executive level of corporations and among large and small public relations agencies nationwide.

With information moving rapidly, and the demand for honesty and transparency from stakeholders and the public, upholding ethics and best practices standards is even more essential for public relations practitioners in all sectors. The practice of public relations can present unique and challenging ethical issues. At the same time, protecting integrity and public trust is fundamental to the profession’s role and reputation.

The bottom line is that successful public relations hinges on the ethics of its practitioners.

To help members navigate ethics principles and applications, PRSA created a Code of Ethics, created and maintained by the PRSA Board of Ethics and Professional Standards (BEPS). This code sets out the guidelines built on core fundamental values such as advocacy, honesty, loyalty, professional development and objectivity. Together, they advise ethical practice and interaction with both clients and the public.

PRSA DECISION-MAKING GUIDELINES

Listed are some general guidelines for members to consider when faced with ethical challenges regarding their clients and organizations.

1. Define the specific ethical issues or conflicts that are present or may be emerging.
2. Identify internal and external factors (i.e., legal, political, social, economic) that may influence the decisions that need to be made or the parties involved.
3. Identify the key values at play in the situation.
4. Identify the parties that will be affected by the decisions made and define the PR professional’s obligation to each relevant stakeholder.
5. Select ethical principles to guide the decision-making process.
6. Make the necessary decisions and justify the reasoning, planning and impact on the parties involved.

Code of Ethics

Translating values into principles of ethical practice, the code advises professionals to:

1. Protect and advance the free flow of accurate and truthful information.
2. Foster informed decision making through open communication.
3. Protect confidential and private information.
4. Promote healthy and fair competition among professionals.
5. Avoid conflicts of interest.
6. Work to strengthen the public’s trust in the profession.

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