[Questions? larry@larryitwin.com]
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.
[Questions? larry@larryitwin.com]