Dealing with both a tainted past and journalism’s hostility has often preoccupied the public relations profession, leading to the development of several image-enhancing strategies. In 1948, the PR industry formed its own professional organization, the PRSA (Public Relations Society of America). The PRSA functions as an internal watchdog group that accredits PR agents and firms, maintains a code of ethics, and probes its own practices, especially those pertaining to its influence on the news media. Most PRSA local chapters and national conventions also routinely invite reporters and editors to speak to PR practitioners about the news media’s expectations of PR. In addition to the PRSA, independent agencies devoted to uncovering shady or unethical public relations activities publish their findings in publications like Public Relations Tactics, PR Week, and PR Watch. Ethical issues have become a major focus of the profession, with self-examination of these issues routinely appearing in public relations textbooks as well as in various professional newsletters (see Table 12.1).
Over the years, as PR has subdivided itself into specialized areas, it has used more positive phrases, such as institutional relations, corporate communications, and news and information services to describe what it does. Public relations’ best press strategy, however, may be the limitations of the journalism profession itself. For most of the twentieth century, many reporters and editors clung to the ideal that journalism is, at its best, an objective institution that gathers information on behalf of the public. Reporters have only occasionally turned their pens, computers, and cameras on themselves to examine their own practices or their vulnerability to manipulation. Thus, by not challenging PR’s more subtle strategies, many journalists have allowed PR professionals to interpret “facts” to their clients’ advantage.
TABLE 12.1
PUBLIC RELATIONS SOCIETY OF AMERICA ETHICS CODE
In 2000, the PRSA approved a completely revised Code of Ethics, which included core principles, guidelines, and examples of improper conduct. Here is one section of the code.
| 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. |
Source: The full text of the PRSA Code of Ethics is available at http://www.prsa.org.