Public Relations Society of America Ethics Code Provisions

Code of Ethics September 2007 pdf

FREE FLOW OF INFORMATION

• 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.

COMPETITION

• Follow ethical hiring practices designed to respect free and open competition without deliberately undermining a competitor.
• Preserve intellectual property rights in the marketplace.

DISCLOSURE OF INFORMATION

• 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.

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 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.

CONFLICTS OF INTEREST

• 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.

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

Online Ethics Resources

• www.prsatucson.com
  The Southern Arizona Chapter of the Public Relations Society of America site. Check the “Directory” link to find members who have earned their Accreditation in Public Relations and other senior practitioners who can offer help and advice in ethics situations.
  
• www.prsa.org/aboutUs/ethics
  The Public Relations Society of America site with case studies, publications, resources, member statement of professional values and much more.
  
• www.crossroadsprograms.com
  Click on “Adventures in Ethics” to explore your views on ethics through a fun, interactive adventure in the business world.
  
• www.e-businessethics.com
  The University of Colorado’s site dedicated to business ethics with a strong focus on the Internet.
  
• www.ethicsweb.ca/resources
  Links to specific resources for ethics situations in business, healthcare, environment, media, government, science and technology, animal welfare and more.
  
• www.ethics.ubc.ca
  The W. Maurice Young Centre for Applied Ethics at the University of British Columbia with detailed research materials and essays on ethics.

Compiled by David Von Behren, MPH, APR, Ethics Chair, Public Relations Society of America, Southern Arizona Chapter, September 2007, david.vonbehren@international.gc.ca, (520) 622-3641, Ext. 102