Developing PRSA’s 2000 (current) Code of Ethics

The two-year process to develop the current PRSA code of ethics was undertaken strategically with a number of goals in mind. The 2000 Code differs significantly from its predecessors on three levels:

1. It assumes the professionalization of public relations and those who practice in the field.
2. It promotes the role of public relations professionals as advocates for their clients.
3. It does not include any enforcement component.

PRSA designed its new code to be aspirational in order to “[reflect] the Society’s desire to position PRSA as the ethics brand leader in the industry and to raise the ethical performance of public relations professionals.”

The focus of previous codes on enforcement and punishment had led to an overly litigious approach to ethics in public relations, and those accused of ethical violations often brought in lawyers to contest the charges against them. However, the group tasked with revising the code felt that a code rooted in the ideals and values of the profession would serve the profession better by setting a high standard for professionals to hold themselves to. PRSA leaders involved with the process felt that high expectations for members’ ethical behavior – and a Code that reflected that high standard – would help the profession’s credibility.

After an initial meeting to discuss the need for the Code revision and what the new code should entail, research to support the new code actively engaged PRSA’s members in contributing their thoughts on public relations ethics. A nonprofit engaged by the PRSA to assist in the effort, the Ethics Resource Center (ERC), solicited feedback from local PRSA leaders and later conducted focus groups among PRSA members. Finally, the ERC developed and conducted a survey of all PRSA members based on the knowledge gained in the previous research efforts. This 79-item survey was sent to more than 20,000 PRSA members in January 2000; just over 10% of members completed the survey.

PRSA tasked a nine-member team with turning the survey results into an operable code of ethics. Driven by the research, this team developed a two-part code of ethics built upon the PRSA mission that elaborates the core values of the profession. The new code of ethics, which describes six professional values and six code provisions based on core principles of the practice, was approved at the 2000 PRSA Assembly Meeting.

The decision to eliminate enforcement from the 2000 Code was not without controversy. Although both leaders and members of the PRSA supported a means of enforcing the code, all were reluctant to actively engage in the enforcement process by turning people in or testifying as a witness. This took the teeth out of the enforcement process, as cases were often dropped before they were seen through to their resolution.

Some have criticized the lack of enforcement of the current code, arguing that such an element is necessary to the achievement of professionalization of the profession. Ultimately, the PRSA leaders engaged in the process of building the 2000 Code decided to focus on education about an aspirational code, rather than enforcement of a punitive one, as the best way to promote ethics in public relations.