PRSA Member Statement of Professional ValuesThis 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. ADVOCACYWe serve the public interest by acting as responsible advocates for those we represent. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate. HONESTYWe adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public. EXPERTISEWe acquire and responsibly use specialized knowledge and experience. We advance the profession through continued professional development, research, and education. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences. INDEPENDENCEWe provide objective counsel to those we represent. We are accountable for our actions. LOYALTYWe are faithful to those we represent, while honoring our obligation to serve the public interest. FAIRNESSWe deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. We respect all opinions and support the right of free expression. PRSA Code Provisions of Conduct
FREE FLOW OF INFORMATION Core Principle Protecting and advancing the free flow of accurate and truthful information is essential to serving the public interest and contributing to informed decision making in a democratic society. Intent:
A member shall:
COMPETITION Core Principle Promoting healthy and fair competition among professionals preserves an ethical climate while fostering a robust business environment. Intent:
A member shall:
DISCLOSURE OF INFORMATION Core Principle Open communication fosters informed decision making in a democratic society. Intent: To build trust with the public by revealing all information needed for responsible decision making. Guidelines: A member shall:
SAFEGUARDING CONFIDENCES Core Principle Client trust requires appropriate protection of confidential and private information. Intent: To protect the privacy rights of clients, organizations, and individuals by safeguarding confidential information. Guidelines:
CONFLICTS OF INTEREST Core Principle Avoiding real, potential or perceived conflicts of interest builds the trust of clients, employers, and the publics. Intent:
A member shall:
ENHANCING THE PROFESSION Core Principle Public relations professionals work constantly to strengthen the public's trust in the profession. Intent:
A member shall:
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