ethics in PR—6 core principles
Some people may not think of PR as an ethical industry. We public relations professionals have been labeled as “spin doctors,” “sensationalists” and worse. As a public relations professional I consider ethical judgment a top function of my job. And there are occasional dilemmas in which ethics are challenged. A “gut feeling” generally tells me to take a closer look at a request that I might question. Fortunately the Public Relations Society of America (PRSA) has compiled a list of common ethical principles that serve as a working guide for the PR industry.
Their Code, created and maintained by the PRSA Board of Ethics and Professional Standards, sets out principles and guidelines built on core values. Translating values into principles of ethical practice, the Code advises professionals to:
- Protect and advance the free flow of accurate and truthful information.
- Foster informed decision making through open communication.
- Protect confidential and private information.
- Promote healthy and fair competition among professionals.
- Avoid conflicts of interest.
- Work to strengthen the public’s trust in the profession.
