JCOM 2300 Intro to Public Relations

The PRSA bases its ethics and leadership on three main things: code of ethics, personal responsibility and professional opportunity. In the year 2000, the code was re-written and is now based on a reasoned approach. The PRSA web-site states that professional ethics is an individual matter. This means that while in the work place, an employee should take it upon themselves to keep their standard of work ethics high and follow through with those values set. The PRSA web-site also states that performance counts and practice makes perfects. A quality employee should not settle for a half done job or expect their work to be perfect the first time. It takes repetition and commitment do get things right.

The new code values include: advocacy, honesty, expertise, independence, loyalty and fairness. A main responsibility of a public relations professional, is to provide the best representation possible for clients but to also be fair and honest to the public. If these values are followed, there will be no problem in accomplishing both tasks.

The PRSA lays out a personal "moral compass." Ask and encourage questions, look at the choices and identify appropriate behavior. This enables a professional to properly assess and handle any situation. By following this "moral compass" things will be done fairly and honestly.

The PRSA also lays out a list of principles. These include free flow of information, competition, disclosure, safeguard confidences, conflict of interest and enhance the profession. But what is the difference between a value and a principle? A value is an established ideal whereas a principle is a rule of conduct. Values are basically the foundation for principles. As a public relations professional, it is vital to adhere to both the values and principles laid out. You must have the confidence and trust of your clients and the public to be successful. You must be honest and able to relay information clearly and effectively.

While the PRSA gives wonderful guidelines to those working in this field, it is clear that success will only come when an individual chooses to set their personal standards high.