Examining the PRSA Code of Ethics

The Public Relations Society of America (PRSA) has an established code of ethics to help guide both seasoned and new PR professionals in conducting ethical and effective practices. In this code, the PRSA lists six professional values or beliefs to consider when determining behaviors and decisions. They are: advocacy, honesty, expertise, independence, loyalty, and fairness.

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All six of these values are important and are derived from a solid understanding of ethics in business practice. Personally, I would say that honesty is the most important value listed. If you aren't honest, no one will rightfully believe you about anything else. Without honesty there can be no trust. Without trust public relations will fail. 

The PRSA has also established six code provisions: free flow of information, competition, disclosure of information, safeguarding confidences, conflicts of interest, and enhancing the profession. 

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I think that the concept and execution of this code is impressive with one exception. In my opinion, the idea of competition is a weak inclusion. I feel that the concept could be better expressed as "respect among peers." The American business market is already highly competitive. The country was nearly founded on the idea of competition. Time has proven that competition can do both good and harm. It has been known to strangle innovation as well.

To me, the true competition for a PR professional lies in competing with yourself. Is the PR professional's current campaign as well researched, structured, programmed, and evaluated as his last? Is it better? Professionally, is the PR professional addressing his weaknesses in order to constantly improve his skills? The goal should focus on being better than you were, not better than others are. I feel that competition has its place, but including it in a code of ethics isn't one of them.

My Personal Code of Ethics

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Regardless of my feelings about competition's inclusion, the "Public Relations Society of America (PRSA) Member Code of Ethics" is a helpful aid to the PR professional. It sets forth guidelines that all ethical practitioners must follow. I also feel that it is important to allow self reflection and develop one's own personal code of ethics. Much has been written about how to make ethical decisions. Ultimately, it always comes down to personal choice. My personal code of ethics is comprised of five guidelines: listen, show respect, consider character, share, and follow through.

1. LISTEN.

There is a difference between hearing someone and actually listening to them. In order to be a better PR professional, or human for that matter, I must listen to all points of view with an open mind. Listening leads to understanding, and understanding leads to compassion.

2. SHOW RESPECT.

Everyone has an opinion. It is not my job to agree with opposing opinions, but I must respect them. One person's opinion is just as important to themselves as my opinion is to me.

3. CONSIDER CHARACTER.

How one acts when alone is very telling. I try to not do anything that if discovered would cause me shame or embarrassment. Also part of character is being virtuous. A major component of being virtuous to me is developing trust.

4. SHARE.

As a PR professional, it is my job to share my expertise and opinion. Knowledge, however, isn't the only thing that I try to share. Kindness can be shared as well.

5. FOLLOW THROUGH.

Talking about doing something is one thing. Doing it is another. I strive to follow through on my plans. Without action, PR, like anything else, is just talk. This, of course, relates to the evaluation of PR campaigns as well.

Essentially, my personal code of ethics could be expressed as following the Golden Rule. American children are often taught this rule early on in the public school system. It is nearly universally understood as its concepts appear in many cultures and religions throughout the world. In the vast complexities of public relations, adherence to the PRSA member code as well as a personal ethical code is vital to success.

FURTHER READINGS & VIEWINGS

https://www.prsa.org/AboutPRSA/Ethics/CodeEnglish/index.html#.V-gpU_ArKM9

http://www.gordonconwell.edu/resources/How-to-Make-Ethics-Decisions.cfm
http://www.iep.utm.edu/goldrule/
http://www.carnegiecouncil.org/education/001/ethics/0002.html
https://www.brown.edu/academics/science-and-technology-studies/framework-making-ethical-decisions
https://sportsethicist.com/2013/08/05/defining-competition/
http://www.alfiekohn.org/article/case-competition/
http://greatergood.berkeley.edu/article/item/does_mindfulness_make_you_compassionate

https://www.youtube.com/watch?v=IEw9MToY50s

MacKinnon, B. (2013). Ethics: Theory and contemporary issues. (2nd ed.). Boston, MA: Wadsworth.

GLOGSTER