Sie sind auf Seite 1von 7

PRSA Code of Ethics

Ethical Guidance for Todays Practitioner


The practice of public relations can present unique and challenging ethical issues. At the same time, protecting integrity and the public trust are fundamental to the professions role and reputation. Bottom line, successful public relations hinges on the ethics of its practitioners. To help members navigate ethics principles and applications, the Society created, and continues to maintain, the PRSA Code of Ethics. Under the Code, widely regarded as the industry standard, members pledge to core values, principles and practice guidelines that define their professionalism and advance their success. Building Principles on Core Values The Code, created and maintained by the PRSA Board of Ethics and Professional Standards (BEPS), sets out principles and guidelines built on core values. Fundamental values like advocacy, honesty, loyalty, professional development and objectivity structure ethical practice and interaction with clients and the public. Translating values into principles of ethical practice, the Code advises professionals to:

Protect and advance the free flow of accurate and truthful information. Foster informed decision making through open communication. Protect confidential and private information. Promote healthy and fair competition among professionals. Avoid conflicts of interest. Work to strengthen the publics trust in the profession.

Code guidelines, like tactics supporting strategies, zero in on putting value and principles into play for working professionals facing everyday tasks and challenges. Among them, professionals should:

Be honest and accurate in all communications. Reveal sponsors for represented causes and interests. Act in the best interest of clients or employers. Disclose financial interests in a clients organization. Safeguard the confidences and privacy rights of clients and employees. Follow ethical hiring practices to respect free and open competition. Avoid conflicts between personal and professional interests. Decline representation of clients requiring actions contrary to the Code. Accurately define what public relations activities can accomplish. Report all ethical violations to the appropriate authority.

Addressing Practice Challenges Applying the Code to specific scenarios, BEPS has addressed practices including:

Pay-for-play journalism. Anonymous Internet posting, flogs and viral marketing.

Front groups. Disclosure of payment of expert commentators. Truth in wartime communications. Overstating charges or compensation for work performed.

Offering a Professional Model In the Code preamble, PRSA asserts that ethical practice is the most important obligation of a PRSA member. While the Code covers members, PRSA maintains that all public relations professionals should look to it as a model of professional behavior. Additionally, PRSA regards the Code as a model for other professions, organizations and professionals.

Professional Standards Advisories


Professional Standards Advisories Introduction and Summaries Explanation Professional Standards Advisories (PSAs) are considered direct extensions of the PRSA Code and have the same force and effect as any provision within the PRSA Code. In 2004, the Public Relations Society of America (PRSA) Board of Directors adopted the creation of PSAs. Designed to keep the PRSA Code timely through a formal process, PSAs provide practitioners specific current guidance to deal with new situations and circumstances as they arise in the daily practice of public relations, thus keeping the Code intact as a basic instrument of practice guidance. Each PSA is designed to address a specific, highly focused area or issue of public relations practice. The format of each PSA includes an explanation of the topic, background information, examples of unethical practice, as well as recommended best practices. Many PSAs contain links or references to additional information an individual practitioner might find helpful when confronted with an ethical dilemma or decision. BEPS welcomes suggestions for future PSAs from practitioners Looking the Other Way

ISSUE: Among all of the staff functions in an organization, it is the communicator and communications department that seem to be in just about everyones backyard, everyones meetings or plans and everyones strategic discussions, including those where ethical dilemmas arise. All too frequently, when questionable behaviors occur, the alarm fails to be sounded at an early stage for reasons ranging from fear to selfconsciousness, to wanting to keep the boss happy, to its just not my concern. This behavior is looking the other way and it can be unethical. BACKGROUND: In many professions, Codes of Silence have developed. These are situations where unethical behavior may be ignored for reasons of custom, internal

pressure, the threat of external punishment, or fear of being shunned from professional camaraderie. The result is that unethical behaviors, decisions, actions and consequences are intentionally ignored. In some public relations firms and departments, certain practitioners are allowed to belong to professional organizations that have codes of conduct, some including penalties. These same firms and departments have other practitioners who intentionally avoid belonging to these professional associations. Work and assignments that may cross the line, in terms of conduct, can be conducted under the rubrics of turning a blind eye, neither seeing, hearing, nor speaking evil, or willful blindness. Expropriation of the Intellectual Property of Others

ISSUE: All too frequently, a prospective client takes ideas from a new business presentation, but fails to hire, compensate or get permission from the proposing consultant or organization. This practice is unethical and can trigger serious legal and reputational consequences. The situation is exacerbated by the increasing use of blanket confidentiality agreements, which state that all ideas shared, shown or suggested become the property of the soliciting party by simply responding to a Request for Proposal (RFP). BACKGROUND: The problem of expropriation of intellectual property extends to all consulting fields. This PSA is limited to the ethical practices of client-side public relations practitioners in whatever client setting they find themselves. Expropriation can occur in virtually every arena in which public relations and the generation of ideas plays a role. The goal has to be to foster respect for intellectual property and improve agency-client relationships. It is entirely likely that different agencies could submit similar, if not identical, ideas to the same prospective client. By ensuring, up front, the obligation to negotiate or clear up any questionable uses of intellectual property, much of the uncertainty can be eliminated and greater clarity introduced into the consultant-client relationship.

Use of Video News Releases as a Public Relations Tool

ISSUE: This Professional Standards Advisory (PSA) concerns the distribution of Video News Releases (VNRs) to broadcast and cross-platform media such as newspaper websites, in addition to portals such as YouTube and CNNs iReport.com without clearly identifying the source of the material, i.e., who produced and paid for it. Materials packaged as news stories, background footage commonly referred to as B-roll and clips are considered to be VNRs in this discussion. Additionally, there have been issues in the past with VNRs that featured former broadcast journalists or voiceover talent who announced that they were reporting live from the location where the piece supposedly originated. Compounding the problem, television stations that use some or all of a VNR and networks that feed the material to affiliate stations may remove the source identification or label. BACKGROUND: A VNR is simply a news release that has been converted into a video format and is often distributed digitally. VNRs have been valuable public relations tools for almost 40 years. They are used by public relations professionals practicing in almost all areas. VNRs were widely scrutinized when they were distributed by government agencies during George W. Bushs two terms (2001 2009). Though VNRs have been produced by government agencies during administrations led by both political parties, they were brought to the attention of both

Congress and the Federal Communications Commission (FCC) as a result of studies released by the Center for Media and Democracy, one in 2005 and a second in 2006. The studies and scrutiny that followed treated VNRs equally, whether they were fully narrated or packaged as news stories, or offered as B-roll with un-narrated footage or interview clips, even when the material was edited by networks or television stations to report entirely different stories that, in several instances, were negative. As Webbased and cross-platform media become more prevalent, opportunities for VNR use are also likely to expand, along with increased visibility come more occasions for scrutiny by the FCC, Congress and interest groups. As PRSA commented in its 2005 testimony to the FCC, In a free society, almost any subject matter could be deemed controversial or political in nature by some individual or special interest organization. Public relations professionals are urged to make full disclosure of sources in all VNRs and accompanying material, and to include contact information.

Questionable Environmental Claims and Endorsements (Greenwashing)

ISSUE: As the United States appears to be entering a resurgence of concern and attention to environmental sensibility, sensitivity and preservation, there is an equal and, perhaps, accelerating use of environmentally friendly endorsements, which may be inaccurate, exaggerated or completely unfounded. Practitioners are advised to examine each of these claims of environmental responsibility, compliance, sustainability, or even of public or customer acceptance, with an eye toward assuring that, when used, these accolades are clear, grounded in facts, information and data; and are valid, reproducible and appropriate. BACKGROUND: This Professional Standards Advisory is designed to alert communicators to all of these areas of restriction, regulation, control and rule, as well as good communication practices that adhere to the PRSA Code of Ethics and its Code provisions and values.

Professional Conflicts of Interest

ISSUE: Conflicts of interest have the potential to undermine or compromise the impartiality, credibility or trustworthiness of a practitioner due to the possibility of a clash between the practitioners self-interest and a professional interest, or their public interest, or their clients interest. BACKGROUND: Conflicts of interest situations occur all the time in our personal lives and in our professional lives. We also live in a very competitive world, where, by definition, individuals, corporate and public interests are in conflict. A professional in the public relations industry must avoid situations of conflict of interest, or situations that have the appearance of conflict of interest.

Phantom Experience: Inflating Rsums, Credentials and Capabilities

ISSUE: Inflated rsums, credentials, documentation and capabilities are a growing problem in American industry and commerce these days. Within the public relations profession this is called Phantom Experience. BACKGROUND: Phantom Experience means providing information that overstates or distorts the actual experience being brought to the table by an organization, a

company, a group, or an individual. The practice of falsely claiming experience, knowledge, and/or implying direct experience or knowledge is, per se, unethical, and may very well be unlawful in certain employment circumstances, and in government contracts and contract applications. Phantom Experience has roots in psychology where, for example, people imagine things they eventually believe what they imagine to be true (Gallager, P., Desmond, D., & MacLachlan, M., 2008). Within the public relations industry, for example, this behavior can be observed when the practice of overstating, embellishing or making false claims becomes truth or fact. The problem for the practitioner is that once these phantom facts and examples are included in a rsum, capabilities brochure, contract applications or descriptive material left with clients, put on the Web, included in professional presentations, or published in other ways and places, this information taints even the most correct and authentic information and calls into question the character of the person making the claim, if discovered. The insidious aspect of Phantom Experience is that, after a while, those who practice this come to believe that they actually have the bogus experience they claim. We see top executives lose their positions because they falsely claim a business school degree. We see high profile professionals with the same problem claims of recognition from academic institutions, industry organizations, or life accomplishments that turn out to be Phantom Experiences. Pay for Play

ISSUE: Pay for Play (PFP) occurs when there is intent to hide an exchange of value between a PR professional and a journalist. It occurs when PR professionals make undisclosed payments to journalists or media to publish or broadcast a clients story. Or, when PR professionals compensate journalists or media to allow placement of stories that appear to be editorial material, again, failing to disclose that the information was provided by outside sources and for which compensation (including advertising) was provided in some form in exchange for publication or broadcast. The payment can be in various forms, including gifts and future favors. A variety of Pay for Play practices occur in many industries and countries. Business behaviors and customs vary widely. The purpose of this discussion is to provide guidance for PR practitioners on how to address these practices while remaining faithful to the PRSA Code. As publics demand greater transparency from institutions, internationally and inter-culturally, it is important that public relations practitioners do their part in addressing any undisclosed practice that could significantly affect the credibility of communications channels. Media professionals are responsible for their own ethical issues. The ethical practitioner encourages disclosure of any exchange of value that influences how those they represent are covered. BACKGROUND: Pay for Play (PFP), the undisclosed compensation of reporters or media for the placement of editorial material, is improper under the PRSA Code of Ethics. Readers, listeners, and viewers have the right to expect advance disclosure about anything that might compromise the integrity of the information they are getting. There are gray areas, in that definitions of ethical impropriety may vary widely between industries, countries and individuals, and PFP is condoned and expected in many cultures.

Deceptive Online Practices and Misrepresentation of Organizations and Visuals

ISSUE: Misrepresentation by organizations and individuals using blogs, viral marketing, and anonymous Internet postings with undisclosed sponsorships and/or deceptive or misleading identities or descriptions of goals, causes, tactics, sponsors or participants. (Note: The term Flog has been coined to describe a fake blog, where an organization or its representative creates an online forum that appears to be from a private citizen expressing personal opinion or experiences, when, in fact, it is being maintained for hire with an undisclosed agenda.) BACKGROUND: A number of websites and deceptive social networking postings have surfaced on behalf of issues, candidates running for public office, and products blindly sponsored by individuals, industries and organizations. PRSA members are reminded that open communication is essential for informed decision-making in a democratic society.

Engaging in the Use of Deceptive Practices While Representing Front Groups

ISSUE: Representation of front groups with undisclosed sponsorships and/or deceptive or misleading descriptions of goals, causes, tactics, sponsors or participants. (Note: The term Astroturfing is often associated with unethical front group activities. Because Astroturf is a registered trademark, it is recommended that the term front group be used.) BACKGROUND: A variety of organizations - known as front groups as well as individuals have surfaced on behalf of issues and products blindly sponsored by industries and organizations. PRSA members are reminded that open communication is essential for informed decision-making in a democratic society.

Disclosure by Expert Commentators and Professional Spokespersons of Payments or Financial Interests

ISSUE: The failure of commentators and professional spokespersons to disclose that they have been paid to promote a cause or point of view, or that they have a financial interest in the products or organizations on which they purport to provide expert opinion, commentary or information. BACKGROUND: In recent months, attention has been focused on commentators (some even posing as news reporters and expert analysts) whose views were presumed to be independent, but who had been paid to endorse a cause or product and had not disclosed that relationship. In one controversy, syndicated columnists supported initiatives of the administration but were later shown to have been paid fees by the government channeled through a public relations firm. Similarly, supposedly independent consumer product experts appeared on news programs and endorsed specific products, but were later found to have been paid for those endorsements or to have had prior financial relationships with the manufacturers.

Telling the Truth, Especially in War Time


ISSUE: Telling the truth, especially in war time. BACKGROUND: There are great dilemmas in wartime communication. Accurate public reporting of military activities is a crucial tool for military communicators to gain and maintain support from civilian leadership for military operations. This is especially true in an era when virtually every part of the battlefield can be covered in real time by embedded journalists, or monitored electronically and observed by many

parties representing a spectrum of interests, concerns and motivations. It is also true that military personnel and civilians can die as the result of careless communication. Institutions and individuals can lose public respect and confidence when people or institutions deceive, misinform or obfuscate. Public policy decisions may suffer if military credibility is called into question. Reporting Unethical Behavior or Unprofessional Performance

ISSUE: Proper reporting of unethical behavior or unprofessional performance. BACKGROUND: One of the most vexing areas in practice is determining what is unethical. This is sometimes even more challenging than determining what is ethical or the right thing to do. The greatest confusion seems to be among those issues that are business problems, legal questions, contract related, or matters that are considered common practice or usual and customary.

Representation of Front Groups With Undisclosed Sponsors Representation of front groups has been updated and consolidated with PSA-7. For details on the issue, including background, relevant sections of the Code, examples and recommended best practices, see PSA-7. Overstating Charges, Fees and/or Compensation

ISSUE: Overstating charges, fees and/or compensation, financial or otherwise, for actual work performed by a public relations professional. BACKGROUND: At a time when questionable business practices are being routinely revealed, honesty, fairness and ethical dealings are mandates for public relations professionals and the companies they represent. The practice of claiming compensation or credit for work that was never performed is unethical and weakens the publics trust in the public relations profession and individual practitioners. Additionally, such practices may be in violation of contractual obligations and may be illegal. This Professional Standards Advisory lists a wide range of improper practices under the PRSA Code of Ethics.

Disclosure of Employment Status of Client-Based PR Agency Staff


ISSUE: Disclosure of employment status of public relations agency staff or independent public relations consultants who work on-site at a clients offices. BACKGROUND: Today there are a variety of practices for engaging public relations counsel in the client-agency/consultant relationship. A practice that is apparently being used more frequently is one in which employees of an agency or independent consultants work on-site at the client organization, in either a full- or part-time capacity. Sometimes they are identified with company titles. Having agency staff or consultants on-site can benefit the client company by providing face-to-face access to their counsel and support. Plus, the additional personnel are available to handle routine or specific PR responsibilities. However, at a time when openness and transparency in communications is recognized as a best practice for companies and organizations, public relations professionals must consider the issue of disclosure.