Learn about the importance of having a code of ethics in public relations and how it can help PR professionals maintain trust and credibility with stakeholders.
This Code of professional Standards for the Practice of Public Relations is adopted by the Public Relations Society of American to promote and maintain high standards of public service and conduct among its members in order that membership in the Society may be demand a badge of ethical conduct: that the public relations justly may be regarded as a profession, that the public may have increasing confidence in its integrity; and that the practice of public relations may best serve the public interest.
Code of Ethics in Public Relations
- A member has a general duty of fair dealing towards his clients or employers, past and present, his fellow members and the general public.
- A member shall conduct his professional life in accord with the public welfare.
- A member has the affirmative duty of adhering to generally accepted standards of accuracy, truth and good taste
- A member shall not represent conflicting or competing interests without the express consent of those concerned, given after a full disclosure of the facts
- A member shall safeguard the confidence of both present and former clients or employers and shall not accepts retainers or employment which may involve the disclosure or use of these confidence to the disadvantages or, prejudice of such clients or employers
- A member shall not engage in any practice which tends to corrupt the integrity of channels of public communication.
- A member shall not intentionally disseminate false or misleading information and is obligated to use ordinary care avoid dissemination of false or misleading information.
- A member shall not make use’ of any organization purpoting to serve some announced cause but actually serving an undisclosed special or private interest of a member or his client or his employer
- A member shall’ not intentionally injure the professional reputation or practice of another member. However, if a member has evidence that another member has been guilty of unethical, illegal or unfair practices, including practices in violation of this Code, he should present the information to the proper authorities of the Society for action in accordance with the procedure set forth in Article XIII of the by-laws.
- A member shall not employ methods tending to be derogatory of another members client or employer or of the products, business or services of such client or employer
- In performing services for a client or employer a member shall not accept fees, commissions or any other valuable consideration in connection with those services from anyone other than his client or employer without the express consent of his client or employer, given after a full disclosure of the facts.
- A member shall not propose to a prospective client or employer that his fee other compensation be contingent on the achievement of certain results nor shall he enter into any fee agreement to the same effect.
- A member shall not encroach upon the professional employment of another member unless both are assured that there is no conflict between the two engagements and are kept advised of the negotiations.
- A member shall, as soon as possible sever his relations with any organization when he believes that his continued employment would require him to conduct himself contrary to the principles of this Code
- A member shall co-operate with fellow members in upholding and enforcing this code