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Professional Standards Advisory on PRSA Code of Ethics |
PRSA issues Professional Standards Advisory outlining
disclosure by expert commentators and professional spokespersons on
payments or financial interests
April 27, 2005
All
PRSA members pledge adherence to the Society's Member Code of Ethics.
As issues arise relating to the practice of public relations, the Board
of Ethics and Professional Standards (BEPS) is charged with providing
guidance on such issues within the framework of the Code provisions.
The PRSA Board of Directors then provides these guidelines through
Professional Standards Advisories. The PRSA Member Code of Ethics may
be found online at www.prsa.org.
ISSUE:
The failure of commentators and professional spokespersons to disclose
that they have been paid to promote a cause or point of view, or that
they have a financial interest in the products or organizations on
which they purport to provide expert opinion, commentary or information.
BACKGROUND:
In recent months, attention has been focused on commentators, some even
posing as news reporters and expert analysts whose views were presumed
to be independent, but who had been paid to endorse a cause or product
and had not disclosed that relationship. In one controversy, a
syndicated columnist supported initiatives of the Administration but
was later shown to have been paid fees by the government to do so
through his own public relations firm. Similarly, purportedly
independent consumer product experts endorsing specific products
appeared on news programs, but were later found to have been paid for
those endorsements or to have had prior financial relationships with
the manufacturers
Relevant Sections of the PRSA Code:
PART I: Code provisions related to this issue:
Free Flow of Information:
Protecting and advancing the free flow of accurate and truthful
information is essential to serving the public interest and
contributing to informed decision making in a democratic society.
A member shall:
- Preserve the integrity of the process of communication.
- Be honest and accurate in all communications.
- Act promptly to correct erroneous communications for which the
practitioner is responsible.
- Disclosure of Information. Open communication fosters informed decision-making in a democratic society.
A member 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.
-
Conflicts of Interest. Avoiding real, potential or perceived conflicts
of interest builds the trust of clients, employers and the publics.
A member shall:
- Act in the best interests of the client or employer, even subordinating
the member's personal interests.
- Avoid actions and circumstances that may appear to compromise good
business judgment or create a conflict between personal and
professional interests.
- Disclose promptly any existing or potential conflict of interest to
affected clients or organizations.
- Encourage clients and customers to determine if a conflict exists after
notifying all affected parties.
-
Enhancing the Profession. Public relations professionals work constantly to strengthen the public's trust in the profession.
A member shall:
- Acknowledge that there is an obligation to protect and enhance the profession.
- Decline representation of clients or organizations that urge or require
actions contrary to this Code.
PART II: Professional values related to this issue:
-
Advocacy.
We serve the public interest by acting as responsible advocates for
those we represent. We provide a voice in the marketplace of ideas,
facts and viewpoints to aid informed public debate.
- Independence. We provide objective counsel.
- Honesty.
We adhere to the highest standards of accuracy and truth in advancing
the interests of those we represent and in communicating with the
public.
- Fairness. We deal fairly with clients, employers,
competitors, peers, vendors, the media and the general public. We
respect all opinions and support the right of free expression.
OPINION UNDERLYING RECOMMENDED STANDARDS
One
of the foundations of a system of free expression is the presumed
fairness and independence of reportage, analysis and commentary in the
news media. In this system, a diversity of viewpoints and
opinions needs to be heard, but must compete on the merits of argument
and fact. When a point of view, organization or product is given
an unfair advantage as a result of financial payments, it undermines
the integrity of the system itself.
Spokespeople,
commentators, product experts or others who offer opinions or points of
view within the news media have a responsibility to disclose any
financial relationships they may have with a person, organization,
product or other entity on which they offer comment or
perspective. This responsibility extends to public relations
professionals who may enlist such spokespersons on behalf of a
client. Moreover, the responsibility is an affirmative one: it
cannot be left to reporters or others involved in the process.
RECOMMENDED PRACTICE STANDARDS
- Commercial
relationships must be disclosed in advance or simultaneously in the
same public forum to ensure that those affected or influenced can make
informed and knowledgeable decisions.
- Every
participant in the chain of the financial relationship has an
affirmative duty to disclose the relationship. Failure to disclose is
improper conduct under the Code.
- PRSA
members have important responsibilities in such cases. The Code
requires honesty and accuracy in all communications, and requires
members to reveal the sponsors for causes and interests they represent
and any financial interest they or their clients may have in the
outcome of events or individual decisions.
Principal BEPS Author: Patrick Hirigoyen
April 27, 2005 |
