PRSA Code Provisions

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
· To maintain the integrity of relationships with the media, government officials, and the public.
· To aid informed decision-making.

Guidelines
A member shall:
· Preserve the integrity of the process of communication.
· Be honest and accurate in all communications.
· Act promptly to correct erroneous communications for which the practitioner is responsible.
· Preserve the free flow of unprejudiced information when giving or receiving gifts by ensuring that gifts are nominal, legal, and infrequent.

Examples of Improper Conduct Under this Provision:
· A member representing a ski manufacturer gives a pair of expensive racing skis to a sports magazine columnist, to influence the columnist to write favorable articles about the product.
· A member entertains a government official beyond legal limits and/or in violation of government reporting requirements.

COMPETITION

Core Principle
Promoting healthy and fair competition among professionals preserves an ethical climate while fostering a robust business environment.

Intent
· To promote respect and fair competition among public relations professionals.
· To serve the public interest by providing the widest choice of practitioner options.

Guidelines

A member shall:
· Follow ethical hiring practices designed to respect free and open competition without deliberately undermining a competitor.
· Preserve intellectual property rights in the marketplace.

Examples of Improper Conduct Under This Provision:
· A member employed by a "client organization" shares helpful information with a counseling firm that is competing with others for the organization's business.
· A member spreads malicious and unfounded rumors about a competitor in order to alienate the competitor's clients and employees in a ploy to recruit people and business.

 

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