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 the disclosure of information; here are the details. If you were faced with the related dilemma below, what choice would you make?
DISCLOSURE OF INFORMATION
Core Principle:
Open communication fosters informed decision making in a democratic society.
Intent:
To build trust with the public by revealing all information needed for responsible decision making.
Guidelines:
A member of PRSA shall:
- Be honest and accurate in all communications.
- Act promptly to correct erroneous communications for which the member is responsible.
- Investigate the truthfulness and accuracy of information released on behalf of those represented.
- Reveal the sponsors for causes and interests represented.
- Disclose financial interest (such as stock ownership) in a client’s organization.
- Avoid deceptive practices.
Examples of Improper Conduct Under this Provision:
- Front groups: A member implements “grass roots” campaigns or letter-writing campaigns to legislators on behalf of undisclosed interest groups.
- Lying by omission: A practitioner for a corporation knowingly fails to release financial information, giving a misleading impression of the corporation’s performance.
- A member discovers inaccurate information disseminated via a website or media kit and does not correct the information.
- A member deceives the public by employing people to pose as volunteers to speak at public hearings and participate in “grass roots” campaigns.
ETHICS DILEMMA
Your client or employer has introduced a new software program that purportedly will revolutionize consumer banking via the internet. .
Questions to Ask:
What is an example that would constitute unethical behavior in the introduction of this new product?
Guidance from PRSA’s Code of Ethics: Disclosure of Information
An example of unethical behavior is to create a Web presence, such as a blog, by a consumer who is fictitious to promote the software to other consumers.
Learn more about PRSA’s Code of Ethics and how it can guide decisions you make on behalf of your clients here.
