Finding Your Ethical CompassJanelle Guthrie, APR

PRSA National Board of Ethics and Professional StandardsNorth Pacific District Conference | June 24, 2016

To be persuasive we must be believable; to be believable we must be credible; credible we must be truthful.- Edward R. Murrow

Brief History & Evolution

• Compliance• Enforcement• Punishment• Directive• Secretive

Then

• Integrity• Inspiration• Motivation• Educational• Open

Now

PRSA Member Statement of Professional Values

Advocacy

Honesty

Expertise

Independence

Loyalty

Fairness

PRSA CODE OF ETHICSA model for other professions, organizations, and professionals

FREE FLOW OF INFORMATION• Preserve the integrity of the

process of communication• Be honest and accurate in all

communications• Act promptly to correct

erroneous communications for which the practitioner is responsible

• Preserve the free flow of unprejudiced information when giving or receiving gifts by ensuring that gifts are nominal, legal, and infrequent

How’s your compass?• Can you review or promote your company or

its products on social media using your personal social media account? – Resources: Ethical Standards Advisory ESA-20

(September 2015)

COMPETITION

• Follow ethical hiring practices designed to respect free and open competition without deliberately undermining a competitor• Preserve intellectual

property rights in the marketplace

How’s your compass• How far should you go when discussing

concerns about a competitor with others?– Resources: Ethics case studies: Competition +

Study Guide

DISCLOSURE OF INFORMATION• Be honest and accurate in all communications• Act promptly to correct erroneous communications

for which the member is responsible• Investigate the truthfulness and accuracy of

information released on behalf of those represented

• Reveal the sponsors for causes and interests represented

• Disclose financial interest (such as stock ownership) in a client's organization

• Avoid deceptive practices

How’s your compass?• Can you establish a grassroots group to

support your issue or organization? – Resources: • Ethical case studies: Disclosure of information + study

guide• Ethical case studies: Representing front groups with

undisclosed sponsors and engaging in deceptive practices while representing a front group + study guide

SAFEGUARDING CONFIDENCES• Safeguard the confidences and

privacy rights of present, former and prospective clients and employees

• Protect privileged, confidential or insider information gained from a client or organization

• Immediately advise an appropriate authority if a member discovers that confidential information is being divulged by an employee of a client company or organization

How’s your compass?

• You’ve taken a new job with a competing organization. How much of the knowledge you’ve gained at your former organization can you share in your new role?– Resources: Ethics Case Studies: Expropriation of

Intellectual Property of Others + Study Guide

CONFLICTS OF INTEREST• Act in the best interests of the client

or employer, even subordinating your personal interests

• Avoid actions and circumstances that may appear to compromise good business judgment or create a conflict between personal and professional interests

• Disclose promptly any existing or potential conflict of interest to affected clients or organizations

• Encourage clients and customers to determine if a conflict exists after notifying all affected parties

How’s your compass?

• Your executive team has asked you to complete a complex print job that will require an outside company’s assistance. In researching available companies, you learn the most competitive company is your spouse’s print company. Can you use this company?– Resources: Ethics Case Studies: Professional

conflicts of interest + study guide

ENHANCING THE PROFESSION• Acknowledge the obligation to protect and enhance the profession• Keep informed and educated about practices in the profession to

ensure ethical conduct• Actively pursue personal professional development• Decline representation of clients or organizations that urge or

require actions contrary to this Code• Accurately define what public relations activities can accomplish• Counsel subordinates in proper ethical decision making• Require that subordinates adhere to the ethical requirements of the

Code• Report ethical violations, whether committed by PRSA members or

not, to the appropriate authority

How’s your compass?

• What do you do if you learn a colleague is “astro-turfing?”– Resources: • Ethics case studies: Looking the other way + study

guide• Ethics case studies: Enhancing the profession + study

guide

Ethical Decision-Making 1. Define the issue/conflict2. Identify the influencing factors3. Identify the key values4. Identify the defining parties5. Select the guiding principles6. Make a decision and justify it

Board of Ethics & Professional Standards• Senior practitioners from across the nation• Provides support to chapter ethics officers

– Resources– Speaker bureau

• Responds to media requests• Develops and updates Ethical Standards Advisories (ESAs)• Develops and updates Ethical Case Studies• Helps PRSA members with ethical dilemmas• Plans and implements Ethics Month Activities:

– Webinars– Tweet chats– Articles

• BEPS@prsa.org

Questions?