Adapted from PRSSA and PRSA (Some of these are directly from PRSA, some of these I summed up) Ethics

What are Ethics? As defined by you…

What are Ethics? As defined by Merriam-Webster Online: Dictionary and Thesaurus…. ….the principles of conduct governing an individual or a group

PRSA Code of Ethics: Preamble PRSA is committed to ethical practices We have taken on a special obligation to operate ethically as we serve the public good We set an example for each other and other professionals “by our pursuit of excellence with powerful standards of performance, professionalism, and ethical conduct” PRSA Board of Directors has right to bar membership or expel from the Society any individual who fails to comply with the Code

Preamble Summary Ethical practice is the MOST IMPORTANT obligation to PRSA members (that means PRSSA too) The Member Code of Ethics is viewed as a model for other professions, organizations, and professionals

PRSA Member Statement of Professional Values Honesty: We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent. Expertise: We advance the profession through continued professional development, research, and education. We build mutual understanding, credibility, and relationships. Fairness: We deal fairly with clients, employers and peers, competitors, the media, and the general public and respect all opinions and support the right of free expression.

PRSA Member Statement of Professional Values Advocacy: We are advocates the the public interest that we serve. Independence: We provide objective counsel to those we represent. We are accountable for our actions. Loyalty: We are faithful to those we represent, while honoring our obligation to serve the public interest.

How can you follow those values? What do you think?

Free Flow of Information Intent: maintain integrity of relationships and aid informed decision-making Guidelines: Preserve the integrity of the process of communication Be honest and accurate in all communications Promptly correct errors Preserve free flow of unprejudiced information when giving or receiving gifts PRSA Code Provisions of Conduct

Competition Intent: promote respect and fair competition among professionals and serve the public interest by providing the widest choice of practitioner options Guidelines: Follow ethical hiring practices designed to respect free and open competition without deliberately undermining a competitor Preserve intellectual property rights in the marketplace PRSA Code Provisions of Conduct

Disclosure of Information Intent: build trust with the public by revealing information needed for responsible decision making Guidelines: Be honest and accurate in all communications Promptly correct errors Research accuracy and truthfulness of information released Reveal sponsors for causes and interests represented Disclose financial interest in client’s organization Avoid deceptive practices PRSA Code Provisions of Conduct

Safeguarding Confidences Intent: protect privacy rights by safeguarding confidential information Guidelines: Safeguard confidences/privacy rights of all clients employees (past and present) Protect privileged, confidential, or insider information gained from a client Immediately advise an appropriate authority if you discover that confidential information is being divulged PRSA Code Provisions of Conduct

Conflicts of Interest Intent: earn trust and mutual respect with clients and build trust with public by avoiding situation’s that put personal/professional interest in conflicts with society’s interests Guidelines: Act in best interest of clients Avoid actions and circumstances that appear to compromise good business judgment or create conflict Promptly disclose any existing or potential COI to affected clients Encourage clients to determine if a conflict exists PRSA Code Provisions of Conduct

Enhancing the Profession Intent: build respect and credibility with the public for the public relations profession Guidelines: Acknowledge the obligation to protect and enhance the profession Keep informed and educated about practices Actively pursue personal professional development Decline representation of clients that require actions violating the Code Accurately define what public relations activities can accomplish Counsel subordinated in proper ethical decision making Require that subordinated adhere to ethical requirements of the Code Report practices that violate the Code to appropriate authority (PRSA or otherwise) PRSA Code Provisions of Conduct

Unethical or not? Warning: The follow graphic is disturbing and contains violence. Please leave if the graphic offends you in anyway.

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