- 1. PRSA Member Statement of Professional Values This statement presents the core values of PRSA members and, more broadly, of the public relations profession. These values provide the foundation for the Member 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. Part 1-a
2. PROFESSIONAL VALUES ADVOCACY We serve the public interest by acting as responsible advocates for those we represent. We provide a voice in the marketplace of ideas, facts & viewpoints to aid informed public debate. HONESTY We adhere to the highest standards of accuracy & truth in advancing the interests of those we represent & in communicating with the public. EXPERTISE We acquire and responsibly use specialized knowledge & experience. We advance the profession through continued professional development, research & education. We build mutual understanding, credibility & relationships among a wide array of institutions and audiences. 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. FAIRNESS We deal fairly with clients, employers, competitors, peers, vendors, the media & the general public. We respect all opinions & support the right of free expression.Part 1-b 3. PROVISIONS OF CONDUCT FREE FLOW OF INFORMATION Protecting & advancing free flow of accurate & truthful information essential to serving the public interest & contributing to informed decision making in a democratic society. COMPETITION Promoting healthy & fair competition among professionals preserves an ethical climate while fostering a robust business environment. DISCLOSURE OF INFORMATION Open communication fosters informed decision making in a democratic society. SAFEGUARDING CONFIDENCES Client trust requires appropriate protection of confidential and private information. CONFLICTS OF INTEREST Avoiding real, potential or perceived conflicts of interest builds the trust of clients, employers & the publics. ENHANCING THE PROFESSION Public relations professionals work constantly to strengthen the public's trust in the profession. Part 1-c 4. Ivy Ledbetter Lee, Declaration of Principles (1906) (excerpt) "This is not a secret press bureau. All our work is done in the open. We aim to supply news. "This is not an advertising agency. If you think any of our matter ought properly to go to your business office, do not use it. "Our matter is accurate. Further details on any subject treated will be supplied promptly, and any editor will be assisted most carefully in verifying directly any statement of fact. ... "In brief, our plan is frankly, and openly, on behalf of business concerns and public institutions, to supply the press and public of the United States prompt and accurate information concerning subjects which it is of value and interest to the public to know about." 5. Use of Case Studies Headline Test Loyal opposition or Devils Advocate - Assume perspective of stakeholders (not necessarily your own view) Research/Logic Powerful Allies Get someone else to champion the cause or to join you Provide Viable Alternatives/Choices http://prsay.prsa.org/index.php/2013/01/22/why-and-how-senior- public-relations-officers-raise-ethical-concerns/ RAISING THE ISSUE - TECHNIQUES 6. ETHICS QUIZ During a media interview, your CEO misstates a key fact about your firms product capability, making it sound far more advanced than it really is. It was purely an accident and was not intended to mislead, but the fact is now part of the published story. What should you do? A. Nothing. It is too late to fix. B. Send a letter to the editor asking for a printed correction. C. Send a notice to your customers making them aware of the mistake. D. Both B & C above. 7. Ethics is hot! Buy me some ethics!!!