The PRSA Code of Ethics applies to PRSA members. The Code is designed to be a useful guide for PRSA members as they carry out their ethical responsibilities. This document is designed to anticipate and accommodate, by precedent, ethical challenges that may arise. The scenarios outlined in the Code provision are actual examples of misconduct. More will be added as experience with the Code occurs. Show PRSA is committed to ethical practices. The level of public trust PRSA members seek, as we serve the public good, means we have taken on a special obligation to operate ethically. The value of member reputation depends upon the ethical conduct of everyone affiliated with the PRSA. Each of us sets an example for each other – as well as other professionals – by our pursuit of excellence with powerful standards of performance, professionalism and ethical conduct. Emphasis on enforcement of the Code has been eliminated. But, the PRSA Board of Directors retains the right to bar from membership or expel from the Society any individual who has been or is sanctioned by a government agency or convicted in a court of law of an action that fails to comply with the Code. Ethical practice is the most important obligation of a PRSA member. We view the Member Code of Ethics as a model for other professions, organizations and professionals. PRSA Member Statement of Professional ValuesThis statement presents the core values of PRSA members and, more broadly, of the public relations profession. These values provide the foundation for the Code of Ethics and set the industry standard for the professional practice of public relations. These values are the fundamental beliefs that guide our behaviors and decision-making process. We believe our professional values are vital to the integrity of the profession as a whole. AdvocacyWe serve the public interest by acting as responsible advocates for those we represent. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate. HonestyWe adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public. ExpertiseWe acquire and responsibly use specialized knowledge and experience. We advance the profession through continued professional development, research, and education. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences. IndependenceWe provide objective counsel to those we represent. We are accountable for our actions. LoyaltyWe are faithful to those we represent, while honoring our obligation to serve the public interest. FairnessWe deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. We respect all opinions and support the right of free expression. PRSA Code Provisions of ConductFree Flow of InformationCore Principle Protecting and advancing the free flow of accurate and truthful information is essential to serving the public interest and contributing to informed decision making in a democratic society. Intent:
Guidelines: A member shall:
Examples of Improper Conduct Under this Provision:
CompetitionCore Principle Promoting healthy and fair competition among professionals preserves an ethical climate while fostering a robust business environment. Intent:
Guidelines: A member shall:
Examples of Improper Conduct Under This Provision:
Disclosure of InformationCore Principle Open communication fosters informed decision making in a democratic society. Intent: To build trust with the public by revealing all information needed for responsible decision making. Guidelines: A member shall:
Examples of Improper Conduct Under this Provision:
Safeguarding ConfidencesCore Principle Client trust requires appropriate protection of confidential and private information. Intent: To protect the privacy rights of clients, organizations, and individuals by safeguarding confidential information. Guidelines:
Examples of Improper Conduct Under This Provision:
Conflicts of InterestCore Principle Avoiding real, potential or perceived conflicts of interest builds the trust of clients, employers, and the publics. Intent:
Guidelines: A member shall:
Examples of Improper Conduct Under This Provision:
Enhancing the ProfessionCore Principle Public relations professionals work constantly to strengthen the public’s trust in the profession. Intent:
Guidelines: A member shall:
Examples of Improper Conduct Under This Provision:
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