| 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. |
| 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, and viewpoints to aid informed public debate. |
| HONESTY We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public. |
| EXPERTISE We 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. |
| 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, and the general public. We respect all opinions and support the right of free expression. |