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 <professional ethics>

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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