2. Preamble of FPRP
As a future public relations professional, this code of ethics provides a sense of
guidance in upholding ethical values.
These codes are designed as expectations that individuals seeking careers in
public relations handle potential ethical issues carefully.
While this code of ethics provides tenets for future professionals, the loyalty to
preexisting PRSA codes come first.
In order to thrive in the field of public relations, one must be willing to have
integrity, aim for excellence and be accountable for the actions of themselves and
their professional peers.
3. Values of Future Public Relations Professionals
While individual values may differ based on family or faith, the following set of
values serve as the cornerstones for future public relations professionals code of
ethics. In order to provide direction for those seeking careers in the field, these
values are essential to decisions made within the profession and function as
additional guidelines subsequent to those of PRSA.
4. Social Responsibility
In order to be effective, we must be diverse in advocacy and maintain positive
relationships with society, providing support for local and global issues, avoid
creating new problems and understanding the power of influence in strategic
communication and an overall accountability for these interactions.
5. Quality
Future public relations professionals must complete superior work, possess the
ability to correct mistakes and accept constructive criticism to ensure that
improvement exceeds standards and expectations.
6. Honesty
As a future public professional, we must uphold ideals of truthfulness and act in
good faith, avoid manipulating the individuals we represent and deceiving the
public. Furthermore, refraining from anything closely perceived as falsehood.
7. Collaboration
Cooperative work efforts are essential to success. We must maintain supportive
environments, encourage discussion and respect the opinions and contributions
of others to benefit the profession.
8. Fairness
We must be free of bias, avoiding generalizations and stereotypes specific to race,
gender, socio-economic status or sexuality, ensuring equality within advocacy, the
public and the profession.
9. Loyalty
As a future public relations professional, we must be dedicated to the work,
avoiding temptations, conflicts of interest and revealing confidential information.
Furthermore upholding commitments to those we represent and sustaining public
trust within parameters of the law.
10. Autonomy
Remain a sense of independence in thinking and be held responsible for your
actions. Stand firm in the ability to speak up, speak out and not be easily
influenced by promises of personal gain.
11. Progress
Future public relations professionals, must not only strive for growth within the
communication field, but avoid shortcuts and set a number of achievable goals to
accomplish for themselves and their place of employment.
12. Expertise
The learning process does not stop when hired as a public relations professional.
One must continue to gain knowledge throughout their career, remaining
updated on practices, PRSA policies, worldly affairs and thorough in research to
ensure the highest level of professionalism and credibility.
13. Conduct
Understand that as a future public relations professional, you are no longer just a
representative of yourself. You must carry yourself with a sense of integrity and
dignity and remember that you are a reflection of the profession and individuals
you represent.
