PRSA Member Code of Ethics 2000

1
PRSA Member Code of Ethics 2000
2
Why the Code Needed Revising

• The old Code was uninterpretable, unworkable and
  irrelevant.
• Most importantly, it was unenforceable.
• There was no substantial mechanism to enforce
  sanctions.

3
Why the Code Needed Revising

• Its entire focus was punitive.
• Practitioners wanted a Code that would guide them
  daily.
• Help them in positive ways.
• Be interpreted and applied in their work easily.
• The success should be measured positively.

4
Events Leading Up to the Code Change

• Five years of study and dialogue.
• Ethics Resource Center conducted a thorough
  research effort.
• An outside committee of nearly two dozen key
  individuals reviewed the Code.

5
Events Leading Up to the Code Change

• The Board of Directors received a special
  presentation on the draft.
• Distribution was comprehensive.
• Numerous chances for input.

6
The New Dimensions of the Code

• Away from punishment to motivation.
• Away from enforcement to inspiration and
  encouragement.
• Away from secret deliberations and private
  opinions to a robustly open process.

7
Questions the Committee was Asked

• Why did we move away from code enforcement.
• Code was unenforceable.
• Other models studied.
• If the Code cant be enforceable, it has to be
  motivational and educational.

8
Questions the Committee was Asked

• Is two years of hard work really enough time to
  adequately study the issues?
• Its unenforceability was an embarrassment to the
  Society.
• Prompt generation of a useful positive approach.

9
Questions the committee was asked

• Is two years of hard work really enough time to
  adequately study the issues?
• The process of revising the Code really began 10
  years ago.
• Far better to have an operating Code -- starting
  now.

10
New Code Elements

• One Preamble
• Two Member Statement of Values
• Advocacy
• Honesty
• Expertise
• Independence
• Loyalty
• Fairness

11
New Code Elements

• Three Six Steps to Ethical Public Relations
  Practice.
• Four PRSA member pledge.

12
Initiation. Installation, Institutionalization

• Six components for ongoing education/information.
• Grass roots initiation
• District liaison advisors
• Develop teaching materials
• Chapter annual ethics programs
• PRSA ethics web site
• PRSA ethics chat room

13
Proposed Tools and Initiatives

• BEPS and PRSA are developing tools.
• BEPS will conduct periodic national ethics
  teleconferences.
• BEPS will collaborate with other national and
  international trade association regarding ethics.

14
Not Recommended

• A national ad campaign touting our new found
  ethic.
• Developing a list of third parties that support
  our Code of Ethics.
• Any attempt to brand our Society as being ethical
  because we have a code.

15
A Reasoned Approach

• Code of Ethics is an individual matter.
• Ethical performance is what counts.
• Practice makes perfect.

16
Proposed Long-Term Goals

• Year one.
• Establish chapter ethics officers
• Establish District BEPS Liaison
• Appoint District PRSA Fellow Ethics Advisors
• Initiate real-time teaching
• Annual conference programming

17
Proposed Long-Term Goals

• Year two.
• Bring more tools on line
• Encourage PRSA Board to appoint a VP of Ethics
• Continue developing a compendium of ethical and
  unacceptable practices
• Begin national ethics month in February

18
Proposed Long-Term Goals

• Year three.
• Publish Doing Ethical PR book
• Continue working with Chapter Ethics Officers
• Regular features on ethical topics in all PRSA
  publications

19
Proposed Long-Term Goals

• Year three.
• Sponsor joint programs on ethics with various
  trade associations.
• Recognition programs to highlight outstanding
  ethical practices.
• Individual member recognition (e.g. Gold Anvil).