1. 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 Member 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.
Part 1-a

2. PROFESSIONAL VALUES
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 & viewpoints to aid informed public
debate.
HONESTY
We adhere to the highest standards of accuracy & truth in advancing the interests of those
we represent & in communicating with the public.
EXPERTISE
We acquire and responsibly use specialized knowledge & experience. We advance the
profession through continued professional development, research & education. We build
mutual understanding, credibility & 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 &
the general public. We respect all opinions & support the right of free expression.Part 1-b

3. PROVISIONS OF CONDUCT
FREE FLOW OF INFORMATION
Protecting & advancing free flow of accurate & truthful information essential to
serving the public interest & contributing to informed decision making in a
democratic society.
COMPETITION
Promoting healthy & fair competition among professionals preserves an ethical
climate while fostering a robust business environment.
DISCLOSURE OF INFORMATION
Open communication fosters informed decision making in a democratic society.
SAFEGUARDING CONFIDENCES
Client trust requires appropriate protection of confidential and private information.
CONFLICTS OF INTEREST
Avoiding real, potential or perceived conflicts of interest builds the trust of clients,
employers & the publics.
ENHANCING THE PROFESSION
Public relations professionals work constantly to strengthen the public's trust in the
profession. Part 1-c

4. Ivy Ledbetter Lee, “Declaration of Principles” (1906)
(excerpt)
"This is not a secret press bureau. All our work is done in the
open. We aim to supply news.
"This is not an advertising agency. If you think any of our matter
ought properly to go to your business office, do not use it.
"Our matter is accurate. Further details on any subject treated
will be supplied promptly, and any editor will be assisted most
carefully in verifying directly any statement of fact. ...
"In brief, our plan is frankly, and openly, on behalf of business
concerns and public institutions, to supply the press and public of
the United States prompt and accurate information concerning
subjects which it is of value and interest to the public to know
about."

5.  Use of Case Studies
 Headline Test
 Loyal opposition or Devil’s Advocate - Assume perspective of
stakeholders (not necessarily your own view)
 Research/Logic
 Powerful Allies – Get someone else to champion the cause or to
join you
 Provide Viable Alternatives/Choices
 http://prsay.prsa.org/index.php/2013/01/22/why-and-how-senior-
public-relations-officers-raise-ethical-concerns/
RAISING THE ISSUE - TECHNIQUES

6. ETHICS QUIZ
During a media interview, your CEO misstates a key fact
about your firm’s product capability, making it sound far
more advanced than it really is.
It was purely an accident and was not intended to mislead,
but the fact is now part of the published story.
What should you do?
A. Nothing. It is too late to fix.
B. Send a letter to the editor asking for a printed
correction.
C. Send a notice to your customers making them aware of
the mistake.
D. Both B & C above.

7. Ethics is
hot! Buy
me some
ethics!!!