Ethical Insights: Safeguarding Confidences in Public Relations

Ethical Insights: Safeguarding Confidences in Public Relations
By Joyce Lofstrom, MS, APR, Fellow PRSA

The PRSA Code of Ethics, introduced in 1950, is a “useful guide for PRSA members as they carry out their ethical responsibilities.” The Code includes six Provisions of Conduct as principles that PR professionals encounter. They are:

1. Free Flow of Information
2. Competition
3. Disclosure of Information
4. Safeguarding Confidences
5. Conflicts of Interest
6. Enhancing the Profession

“Ethical practice is the most important obligation of a PRSA member. We view the Member Code of Ethics as a model for other professions, organizations and professionals.” PRSA Code of Ethics

The guidelines for Safeguarding Confidences cover protection of private and confidential information, a daily commitment for PR practitioners. This Provision calls for protection of privacy rights and confidential information of people, clients, former clients and employees. Then, PRSA members learn an employee of a client company or organization divulges confidential information, they must alert the proper authority.

Each of the six Provisions presents examples of unethical conduct. For Safeguarding Confidences, here are two examples.

1. A PRSA member changes jobs and takes confidential from the former position to the new job. Then, they share that information in the new job and harms the former employer.
2. A PRSA member intentionally leaks confidential information that injures another person or company.
   

Ethics Resources: Visit the PRSA Ethics Page for additional information on ethical practices in public relations.