When a Public Relations Society of America-accredited member renews their accreditation every three years, they must show the credits gathered through various categories, including continuing education, professional development, professionalism and service. It’s a great way for the organization to ensure that its members are on top of what’s happening in the profession.
For instance, PRSA has added an ethics unit to its continuing education platform. Honest, fair and transparent communications should be the order of the day, and it never hurts to brush up on how to be rigorous in this regard, whether the communications or promises made are for a client, colleague, vendor or the media.
The PRSA Code of Ethics breaks it down this way: “The level of public trust PRSA members seek, as we serve the public good, means we have taken on a special obligation to operate ethically. The value of member reputation depends upon the ethical conduct of everyone affiliated with the PRSA. Each of us sets an example for each other — as well as other professionals — by our pursuit of excellence with powerful standards of performance, professionalism and ethical conduct.”
That means being honest and accurate in all communications, correcting errors quickly, and considering not just actions but also intent — are you protecting private information, for instance? Divulging conflicts of interest?
Another organization, the Commission on Public Relations Education, has this to offer: “Modern public relations is defined by ethical principles, and no public relations practice should exist in contemporary society without a full commitment to ethical practice. Ethics for the public relations profession can be defined as a set of a priori principles, beliefs and values that should be followed by all who engage in public relations practice.”
Ethical behavior, at home or in business, pays huge dividends when it’s practiced all day, every day, no matter how challenging. Let’s talk ethics, or whatever’s on your mind when it comes to solid public relations and corporate communications. Contact us at 608-695-6510 and connect with us on LinkedIn.