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Questionable PR moves in the past and journalism’s hostility toward PR prompted some public relations practition-ers to direct their skills toward improving their profession’s image. 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. In addition to the PRSA, independent organizations devoted to uncovering shady or unethical public relations activities publish their findings in periodicals like PR Week and PR Watch. In particular, the Center for Media and Democracy’s PR Watch seeks to serve the public by discussing and investigating PR practices. Indeed, ethical issues have become a major focus of the PR profession (see Table 12.1).
PR practitioners have also begun using different language—such as institutional relations, corporate communications, and news and information services—to describe what they do. Their hope is that the new language will signal a more ethically responsible industry. Public relations’ best strategy, however, may be to point out the shortcomings of the journalism profession itself. Journalism organizations only occasionally examine their own practices, and journalists have their own vulnerability to manipulation by public relations. Thus, by not publicly revealing PR’s strategies to influence their news stories, 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.
Note: Adherence to the PRSA Code of Ethics is voluntary; there is no enforcement mechanism.