Public Relations Code of Ethics

Ethics officer: Todd Overpeck

In today’s rapidly evolving Web-based communications environment, the Public Relations Society of America advocates responsible communications based on ethical core principles. The Central Texas Chapter supports the PRSA Code of Ethics not only for public relations professionals, but for everyone who seeks to contribute to the marketplace of ideas in a responsible way.

The PRSA Code of Ethics applies to all PRSA members as a matter of public trust and news media respect. Each of us sets an example for each other by our pursuit of excellence with standards of performance, professionalism and ethical conduct.

The core values of the PRSA Code of Ethics include:

  • Advocacy
  • Honesty
  • Expertise
  • Independence
  • Loyalty
  • Fairness

Code Provisions support the free flow of information, healthy and clear communication, disclosure of information, safeguarding confidences, avoiding conflicts of interest and enhancing the public relations profession.

PRSA Code of Ethics  http://www.prsa.org/aboutUs/ethics/index.html

An Ethical Dilemma: Pay for Play

The following example about a common dilemma – “Pay for Play” - helps explain how the PRSA Code of Ethics guides public relations professionals.

Is it ethical to directly pay the news media for a story to be published or broadcast without any reference to the compensation? Is it ethical to pay the entertainment division for advertising so that a story will be published or broadcast by the news division? Is it ethical to offer a gift to a reporter or editor to publish or broadcast a story?

All of these unethical practices are considered “Pay for Play.” The key is that the stories are not clearly identified as compensated. A magazine or newspaper story that is designed in a style that complements the publication but is clearly marked as an advertisement, commonly called an advertorial, is ethical. However, as the 24-hour news cycle, reduced staff, and declining advertising revenue at news media outlets continues to build pressure, journalists and public relations professionals are tempted to enter the “Pay for Play” gray area.

According to the PRSA Code of Ethics, “Pay for Play” violates four code provisions and three professional values:

  • Free flow of information – “Pay for Play” limits information access only to those who can pay.
  • Disclosure of information – “Pay for Play” hides the source of the story.
  • Conflicts of interest – “Pay for Play” damages the public trust.
  • Enhancing the profession – “Pay for Play” hurts the reputation of journalists and public relations professionals.
  • Honesty – Facts in “Pay for Play” stories may not be checked.
  • Fairness – “Pay for Play” tilts the public opinion.
  • Independence – Public relations professionals who engage in “Pay for Play” lose objectivity about their clients.

Public relations professionals should be willing to help journalists with their stories, including providing sources, ideas, background information, video and sound. However, public relations professionals should not directly compensate journalists for their stories.

For more information about “Pay for Play” and other public relations ethical dilemmas, see the PRSA Ethics section and look for the Standards Advisories.