Part of our ongoing discussion on PR industry ethics…
As part of PRSA’s Code of Ethics, there are six PRSA Code Provisions of Conduct. One deals with enhancing the profession. Review the following information, and think about what you would do If you were faced with the ethical dilemma presented below.
ENHANCING THE PROFESSION
Core Principle:
Public relations professionals work constantly to strengthen the public’s trust in the profession.
Intent:
- To improve, adapt and expand professional practices.
- To build respect and credibility with the public for the profession of public relations.
Guidelines:
A member of PRSA shall:
- Acknowledge that there is an obligation to protect and enhance the profession.
- Keep informed and educated about practices in the profession to ensure ethical conduct.
- Actively pursue personal professional development.
- Decline representation of clients or organizations that urge or require actions contrary to this Code.
- Accurately define what public relations activities can accomplish.
- Counsel subordinates in proper ethical decision-making.
- Require that subordinates adhere to the ethical requirements of the Code.
- Report practices that fail to comply with the Code, whether committed by PRSA members or not, to the appropriate authority.
Examples of Improper Conduct Under this Provision:
- A PRSA member declares publicly that a product the client sells is safe, without disclosing evidence to the contrary.
- A member initially assigns some questionable client work to a non-member practitioner to avoid the ethical obligation of PRSA membership.
ETHICS DILEMMA
Your employer markets a device that is supposed to detect the presence of radon levels that have been determined to be harmful to humans. This is a breakthrough product. The demand is such that your employer has two manufacturing plants working at capacity. You just became aware of the results of studies that show the sensing device does not work as claimed.
What do you do?
Discuss at least one unethical approach to your handling of this problem.
Guidance from PRSA’s Code of Ethics: Disclosure of Information
An example of unethical behavior is to continue the marketing program without requesting from management clarification about the study results.
Learn more about PRSA’s Code of Ethics and how it can guide decisions you make on behalf of your clients here.
