ETHICS AWARENESS & EDUCATION

The Chicago Chapter supports the national PRSA Member Code of Ethics by providing ongoing ethics awareness and education. The monthly chapter e-newsletter includes regular articles on ethics and encourages members to submit real-life issues, situations and solutions based on the Code of Ethics -- which all members affirm when they join PRSA.

PRSA Code of Ethics Highlights Obligations of Every Practitioner

Has a client ever asked you to guarantee a front-page placement? Has an obligation to serve the public interest been greater than loyalty to clients? Have you ever been in an organization that has an institutional "code of silence" when morally questionable actions come to light?

These are some of the tough situations and dilemmas in practicing ethical public relations – and it’s why PRSA recently revised its Member Code of Ethics and designated September as Ethics Month. The Chicago Chapter supports the Code by providing ongoing ethics awareness and education to its members.

In 2000, PRSA ratified a new Code of Ethics, which is dramatically different from its predecessor. You’ll find it different in three powerfully important ways:

1. Emphasis on enforcement of the Code has been eliminated. But, the PRSA Board of Directors retains the right to bar from membership or expel from the Society any individual who has been or is sanctioned by a government agency or convicted in a court of law of an action that is in violation of this Code.
2. The new focus is on universal values that inspire ethical behavior and performance. These values are advocacy, honesty, expertise, independence, loyalty and fairness.
3. Desired behavior is clearly illustrated by providing language, experience, and examples to help the individual practitioner better achieve important ethical and principled business objectives. This approach should help everyone better understand what the expected standards of conduct truly are.

With this new Code, an ethical decision-making process can be helpful to consider significant issues before taking action. The following guide is offered as one approach that PRSA members may find helpful in addressing ethical dilemmas:

1. Define the specific ethical issue/conflict.
2. Identify internal/external factors (e.g., legal, political, social, economic) that may influence the decision.
3. Identify key values.
4. Identify the parties who will be affected by the decision and define the public relations professional’s obligation to each.
5. Select ethical principles to guide the decision-making process.
6. Make a decision and justify it.

For additional information, please contact the Chicago Chapter Ethics Officer: Kelly Womer, APR, ABC, Senior Thought Partner, David Grossman & Associates, kwomer@yourthoughtpartner.com or (312) 850-8201.