ENHANCING THE PROFESSION
Core Principle
Public relations professionals work constantly to strengthen the public’s trust in the profession.
Intent
To build respect and credibility with the public for the profession of public relations.
To improve, adapt and expand professional practices.
Guidelines A member shall:
Acknowledge that there is an obligation to protect and enhance the profession.
Keep informed and educated about practices in the profession to ensure ethical conduct.
Actively pursue personal professional development.
Decline representation of clients or organizations that urge or require actions contrary to this Code.
Accurately define what public relations activities can accomplish.
Counsel subordinates in proper ethical decision making.
Require that subordinates adhere to the ethical requirements of the Code.
Report ethical violations, whether committed by PRSA members or not, to the appropriate authority.
Examples of Improper Conduct Under This Provision:
A PRSA member declares publicly that a product the client sells is safe, without disclosing evidence to the contrary.
A member initially assigns some questionable client work to a non-member practitioner to avoid the ethical obligation of PRSA membership.
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