PRSA Code of Ethics--Summary

The Public Relation Society of America provides a comprehensive code of professional standards for the practice of public relations on its Web site. PRSA practitioners pledge to "conduct ourselves professionally, with truth, accuracy, fairness, and responsibility to the public; to improve our individual competence and advance the knowledge and proficiency of the profession through continuing research and education, and to adhere to the articles of the Code of Professionals Standards for the Practice of Public Relations...." These standards exhort each member to perform his or her duties with great regard for:
1) public interest, 2) honesty and integrity, 3) dealing fairly with the public, 4) accuracy and truth, 5) not knowingly disseminating false or misleading information, 6) not engaging in corruption, 7) identifying clients/company publicly, 8) avoiding undisclosed interests, 9) not guaranteeing results, 10) avoiding conflicts of interest, 11) avoiding personal conflict with interests of employer, 12) not accepting fees or gifts other than those provided by clients and employers, 13) safeguarding confidences and privacy rights, 14) not intentionally damaging the professional reputation of another practitioner.

I personally prefer famed public relations practitioner Arthur W. Page's more abbreviated and practical guide to the profession:

1) Tell the truth.
2) Prove it with action.
3) Listen to the customer.
4) Manage for tomorrow.
5) Conduct public relations as if the whole company depends on it.
6) Remain calm, patient and good humored.