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PRSA PROFESSIONAL VALUES

The six core values of the PR profession:

• ADVOCACY:
– We serve the public interest by acting as responsible advocates for those we

represent • HONESTY:

– We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent

• EXPERTISE:

– We acquire and responsibly use specialized knowledge and experience. We advance the profession through continued professional development, research and education

• 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, employees, competitors, peers, vendors, the media and the general public

PRSA CODE PROVISIONS OF CONDUCT

The six provisions of conduct:

• FREE FLOW OF INFORMATION:
– The free flow of accurate and truthful information is essential to serving

the public interest and contributing to informed decision making

• Improper Conduct: Giving a journalist an expensive car or equipment to influence future articles

• COMPETITION:
– Healthy and fair competition among professionals preserves an ethical

climate while fostering a robust business environment

• Improper Conduct: A PR professional spreads a rumor about a competitor to steal business or employees

• DISCLOSURE OF INFORMATION:

– Build trust with the public and the media by revealing all information needed for responsible decision making

• Improper Conduct: A PR professional fails to release all financial information and gives misleading facts which impacts the stock price

PRSA CODE PROVISIONS OF CONDUCT

The six provisions of conduct:

• SAFEGUARDING CONFIDENCES:

– Protect the privacy rights of clients, organizations and individuals by safeguarding confidential information

• Improper Conduct: A PR professional changes jobs and takes confidential information to their new agency or organization

• CONFLICTS OF INTEREST:
– To build trust with the public by avoiding or ending situations that put

one’s personal or professional interests in conflict with society’s

• Improper Conduct: A PR professional represents a competitive client without informing a prospect

• ENHANCING THE PROFESSION:
– To build respect and credibility for the PR profession

• Improper Conduct: A PR professional promotes and markets a product knowing it is not safe