Features of the PRSA Code of Ethics

The current PRSA Code of Ethics consists of three parts:

1. A preamble that sets out the goals and role of the document
2. A statement of professional values, which identifies and describes six values of the public relations profession
3. A list of six “code provisions of conduct,” each of which is elaborated with a core principle and examples of the provision in practice.

At the end, a pledge to uphold these values and promote the reputation of the profession – as well as to accept any appropriate sanctions for aberrant behavior – can be signed.

Reflecting the code’s aspirational nature, the preamble to the Code of Ethics describes the ethical orientation of the PRSA and the desire for ethical behavior on the part of its members. It clearly states that, while no formal system of enforcement is in place, the PRSA may restrict association membership to those who violate the code.

Six professional values are listed, described as “the fundamental beliefs that guide our behaviors and decision-making process”: advocacy, honesty, expertise, independence, loyalty, and fairness. These values serve a number of purposes for the field of public relations. They seek to improve the reputation of the industry (expertise, fairness, honesty) while also emphasizing the value of its services to clients (advocacy, loyalty, independence). More detailed descriptions of these values can be found in the graphic below.

The next section gives six code provisions of conduct. For each code provision, a guiding statement (identified by the code as a core principle) and 1-2 statements explaining the provision’s intent are followed by specific guidelines for behavior by public relations professionals. For each provision of conduct, 2-4 related examples of improper conduct are provided.

For example, the provision titled “competition” outlines the equitable and appropriate competition between professionals in the public relations industry. Its core principle, “promoting healthy and fair competition among professionals preserves an ethical climate while fostering a robust business environment,” is followed by the stated intent “To promote respect and fair competition among public relations professionals” and “To serve the public interest by providing the widest choice of practitioner options.” It gives the following guidelines:

A member shall:

• Follow ethical hiring practices designed to respect free and open competition without deliberately undermining a competitor.
• Preserve intellectual property rights in the marketplace.

It then provides the following examples of improper conduct under this provision:

• A member employed by a “client organization” shares helpful information with a counseling firm that is competing with others for the organization's business.
• A member spreads malicious and unfounded rumors about a competitor in order to alienate the competitor's clients and employees in a ploy to recruit people and business.

All in all, 14 potential examples of improper conduct are covered among the six provisions of conduct. Clearly, this list does not exhaustively cover all potential ethical crises that might face public relations practitioners. However, it does provide some concrete examples for comparative use by professionals who find themselves in a questionable ethical situation.