What Do You Want to Know About PR and Ethics?

September is PRSA Ethics Month, 30 days of information, insights, and a reminder of the importance of ethical communication in public relations. 

Every day, as PR pros, we face ongoing decisions for clients, our organization, and our team members who decide how to present a brand message or research results, for example. Ethics enters the decision matrix when information is misrepresented (think metrics on company growth) or commentary from a spokesperson presents his perspective rather than the organization’s. These examples require corrective action, and a public relations team member often takes that step. 

The PRSA Code of Ethics provides a foundation for PR professionals to follow and consult when it comes to our jobs as counselors for ethical behavior. The Code includes professional values and provisions of conduct that can help guide the work we do, no matter the topic or the organization. The Code’s Professional Values follow below.

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 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.

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, and viewpoints to aid informed public debate.

HONESTY We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.

EXPERTISE We acquire and responsibly use specialized knowledge and experience. We advance the profession through continued professional development, research, and education. We build mutual understanding, credibility, and 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, and the general public. We respect all opinions and support the right of free expression.

Resources on Ethics 

As a member of PRSA’s Board of Ethics and Professional Standards, known as BEPS, I have learned so much about ethics in public relations, including the multiple resources from many groups within PRSA. Spend some time during Ethics Month with these resources from PRSA.

Get Involved with Ethics Month
Multiple articles, blog posts, and other content focused on ethics and public relations

Webinar: Shining A Light on Dark Tactics: Disinformation, Climate Litigation and the PRSA Code of Ethics
Still, time to register for this PRSA webinar on September 14 – Free for PRSA members

Navigating Ethical Implications for AI-Driven PR Practice
Should PR professionals disclose the use of AI generative text for content development? Should audiences know they’re interacting with chatbots? Read these recommendations from Michele E. Ewing, APR, Fellow PRSA, in this month’s Strategies & Tactics.

PRSA Board of Ethics and Professional Standards
Information on all aspects of ethics in public relations

Voices4Everyone

Diversity, Equity & Inclusion
Building consciousness by increasing visibility of DEI standards, resources, and best practices for racial, ethnic, religious, sexual orientation, and gender differences

MyPRSA, Ethics in Communication Community
Join the conversation in this PRSA community – Ethics in Communication.