What are the ethical obligations and responsibilities for public relations and communications professionals? Let's start with two of PRSA's core values -- Responsible Advocacy and Honesty -- and go from there. And don't forget full disclosure.

1. Public Relations Ethics and
the Law
PRSA Certificate in Principles of
Public Relations
April 26, 2014

2. PRSA Core Values
• Advocacy: Serving the public interest by acting
as responsible advocates…
• Honesty: Adhering to the highest standards of
accuracy and truth…
• Expertise: … Professional development,
research and education.

3. PRSA Core Values
• Independence: Objective counsel and
being accountable
• Loyalty: Faithful to clients and employers;
serve the public interest
• Fairness: Respect opinions; support right
to free expression

4. Gifts or “Jollies?”
• Gifts of any kind can contaminate the free flow of
accurate and truthful information to the public –
PRSA Guidelines
Crucifix to a Vampire in the U.S.
“Jolly” in England and Europe
“Transportation Money” in China

5. Foreign Corrupt Practices Act
• Criminally Liable in U.S. for Receiving
Bribes even Overseas
• Distinguishes between Bribes and
Facilitation and/or “Grease” payments

6. “Astroturfing”
• “PR firm admits it's behind Wal-Mart blogs” – CNN
Money
• Whole Foods’ John Mackey “Rahodeb” Blog/FTC
• Ghost-writing of Executive Blogs?

7. Green Washing?
“Sustainable Solutions”

8. $4.2 Million Pink Washing?

9. Advocacy Ethics?
• Would you work for the Tobacco Industry?
• Does Philip Morris have a right to speak its
mind?
• What about CSR?

10. Should Ketchum Represent Russia?
• Ketchum receives $55 million (and
counting) from Crimea-invader, Russia
• Foreign Agents Registration Act
• Only for “economic development” and
“investment”
• Putin NYT op-ed criticizes US foreign
policy

11. Libel, Slander & Defamation
• Libel: Printed Falsehood
• Slander: Oral Falsehood
• Defamation: Statement creating public
hatred, contempt or ridicule
• No “the client told me to do it” defense

12. Libel, Slander & Defamation
Defenses
• Truth
• Privilege (e.g., public document)
• Fair Comment (e.g., community interest)
• Retraction

13. ©™®
• © Protects creative work from
unauthorized use
• ™ Word, symbol or slogan – “Just Do It”
• ® Protected intellectual property, ideas,
creations, processes

14. PRSA Code: Provisions of Conduct
• Free Flow of Information (e.g., no gifts)
• Fair competition (e.g., No disparaging
rumors)
• Full Disclosure (e.g., Edelman/WMT)
• Safeguarding Confidences (e.g., No leaking)
• Conflict of Interest (e.g., Disclose
relationships)
• Enhance the Profession (e.g., Best Practices)