Public relations professionals are expected to uphold ethical standards in their work. These standards are outlined in the PRSA Code of Ethics, which provides guidelines for ethical conduct in the public relations industry.
Key Facts
- Advocacy: Public relations professionals should act as responsible advocates for the clients or organizations they represent. They should provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate.
- Honesty: PR professionals should adhere to the highest standards of accuracy and truth in advancing the interests of their clients or organizations and in communicating with the public.
- Expertise: Public relations professionals should acquire and responsibly use specialized knowledge and experience. They should advance the profession through continued professional development, research, and education. They should also build mutual understanding, credibility, and relationships among a wide array of institutions and audiences.
- Independence: PR professionals should provide objective counsel to their clients or organizations and be accountable for their actions.
- Loyalty: Public relations professionals should be faithful to the clients or organizations they represent while honoring their obligation to serve the public interest.
- Fairness: PR professionals should deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. They should respect all opinions and support the right of free expression.
- Free Flow of Information: PR professionals should protect and advance the free flow of accurate and truthful information. They should maintain the integrity of relationships with the media, government officials, and the public. They should also aid informed decision-making.
- Competition: Public relations professionals should promote healthy and fair competition among professionals. They should respect and foster an ethical climate while providing the widest choice of practitioner options.
- Disclosure of Information: PR professionals should be honest and accurate in all communications. They should act promptly to correct erroneous communications for which they are responsible. They should also reveal sponsors for causes and interests represented and disclose any financial interest in a client’s organization.
- Safeguarding Confidences: PR professionals should protect the privacy rights of clients, organizations, and individuals by safeguarding confidential information. They should also immediately advise an appropriate authority if they discover that confidential information is being divulged.
- Conflicts of Interest: Public relations professionals should avoid real, potential, or perceived conflicts of interest. They should act in the best interests of their clients or employers and disclose promptly any existing or potential conflict of interest to affected parties.
- Enhancing the Profession: PR professionals should acknowledge their obligation to protect and enhance the profession. They should keep informed and educated about practices in the profession to ensure ethical conduct. They should actively pursue personal professional development and report practices that fail to comply with the code to the appropriate authority.
Professional Values
The PRSA Code of Ethics emphasizes several core values that guide public relations professionals in their work. These values include:
- AdvocacyPublic relations professionals should act as responsible advocates for their clients or organizations, providing a voice in public debate and aiding informed decision-making.
- HonestyPR professionals should adhere to the highest standards of accuracy and truth in their communications, both with clients and the public.
- ExpertisePublic relations professionals should acquire and responsibly use specialized knowledge and experience, advancing the profession through continued professional development and education.
- IndependencePR professionals should provide objective counsel to their clients or organizations and be accountable for their actions.
- LoyaltyPublic relations professionals should be faithful to the clients or organizations they represent while honoring their obligation to serve the public interest.
- FairnessPR professionals should deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public, respecting all opinions and supporting the right of free expression.
Ethical Principles
In addition to these core values, the PRSA Code of Ethics outlines specific ethical principles that public relations professionals are expected to follow. These principles include:
- Free Flow of InformationPR professionals should protect and advance the free flow of accurate and truthful information, maintaining the integrity of relationships with the media, government officials, and the public.
- CompetitionPublic relations professionals should promote healthy and fair competition among professionals, respecting and fostering an ethical climate while providing the widest choice of practitioner options.
- Disclosure of InformationPR professionals should be honest and accurate in all communications, acting promptly to correct erroneous communications and disclosing any financial interest in a client’s organization.
- Safeguarding ConfidencesPR professionals should protect the privacy rights of clients, organizations, and individuals by safeguarding confidential information.
- Conflicts of InterestPublic relations professionals should avoid real, potential, or perceived conflicts of interest, acting in the best interests of their clients or employers and disclosing promptly any existing or potential conflict of interest to affected parties.
- Enhancing the ProfessionPR professionals should acknowledge their obligation to protect and enhance the profession, keeping informed and educated about practices in the profession to ensure ethical conduct and reporting practices that fail to comply with the code to the appropriate authority.
Conclusion
Public relations professionals are expected to uphold high ethical standards in their work. The PRSA Code of Ethics provides a framework for ethical conduct in the public relations industry, outlining core values and specific ethical principles that PR professionals are expected to follow. By adhering to these ethical standards, public relations professionals can build trust with clients, the public, and other stakeholders, and contribute to the positive reputation of the public relations profession.
References
- PRSA Code of Ethics: https://www.prsa.org/about/ethics/prsa-code-of-ethics
- Ethics in Public Relations: https://sopa.tulane.edu/blog/ethics-public-relations
- Ethical Principles for PR Students & Professionals: https://www.prsa.org/prssa/about-prssa/ethical-principles
FAQs
What are the core values that guide public relations professionals in their work?
The core values that guide public relations professionals include advocacy, honesty, expertise, independence, loyalty, and fairness.
What is the PRSA Code of Ethics?
The PRSA Code of Ethics is a set of ethical principles that public relations professionals are expected to follow in their work. It outlines core values and specific ethical principles that PR professionals are expected to uphold.
What are some specific ethical principles that public relations professionals are expected to follow?
Some specific ethical principles that public relations professionals are expected to follow include protecting and advancing the free flow of accurate and truthful information, promoting healthy and fair competition, being honest and accurate in all communications, safeguarding the privacy rights of clients and organizations, avoiding conflicts of interest, and enhancing the profession.
Why is it important for public relations professionals to uphold ethical standards?
Upholding ethical standards is important for public relations professionals because it helps to build trust with clients, the public, and other stakeholders. It also contributes to the positive reputation of the public relations profession.
What are some common ethical dilemmas that public relations professionals may face?
Some common ethical dilemmas that public relations professionals may face include conflicts of interest, pressure to misrepresent information, and the need to balance the interests of clients with the public interest.
How can public relations professionals resolve ethical dilemmas?
Public relations professionals can resolve ethical dilemmas by considering the core values and ethical principles of the profession, seeking guidance from colleagues or mentors, and consulting with legal or ethics experts when necessary.
What are the consequences of violating ethical standards in public relations?
Violating ethical standards in public relations can have serious consequences, including damage to reputation, loss of clients, and legal liability.
How can public relations professionals stay up-to-date on ethical issues and best practices?
Public relations professionals can stay up-to-date on ethical issues and best practices by reading industry publications, attending conferences and workshops, and participating in professional development opportunities.