PRSA Code of ethics: Six values and the provisions (PRSA, 2025a, 2025b)
| PRSA code of ethics | Value | Interpretation | PRSA code of ethics provisions |
|---|---|---|---|
| Advocacy | Informed public debate | 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 | N/A |
| Honesty | Accuracy and truth | We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public | Free flow of information – to verify the AI-generated information and the sources to ensure accuracy |
| Expertise | Providing the highest quality work | We acquire and responsibly use specialized knowledge and experience. We advance the profession through continued professional development, research, and education. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences | Enhancing the profession – public relations professionals should work with interdisciplinary teams across the organization to ensure ethical design, development, and usage of AI tools |
| Independence | Being objective and accountable for actions | We provide objective counsel to those we represent. We are accountable for our actions | Disclosure of information – public relations practitioners should be encouraged to undertake and support AI fact-checking efforts to prevent the spread of mis- and disinformation |
| Loyalty | Being faithful and working for the public interest | We are faithful to those we represent, while honoring our obligation to serve the public interest | Safeguarding confidence – to manage confidential information cautiously so as to protect the privacy rights of clients, organizations and individuals |
| Fairness | Encouraging free expression | 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 | Competition – to ensure a diverse Pool of applicants, thereby minimizing bias and enhancing diversity, equity and inclusion in hiring processes |
| Value | Interpretation | ||
|---|---|---|---|
| Advocacy | Informed public debate | 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 | N/A |
| Honesty | Accuracy and truth | We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public | Free flow of information – to verify the AI-generated information and the sources to ensure accuracy |
| Expertise | Providing the highest quality work | We acquire and responsibly use specialized knowledge and experience. We advance the profession through continued professional development, research, and education. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences | Enhancing the profession – public relations professionals should work with interdisciplinary teams across the organization to ensure ethical design, development, and usage of |
| Independence | Being objective and accountable for actions | We provide objective counsel to those we represent. We are accountable for our actions | Disclosure of information – public relations practitioners should be encouraged to undertake and support |
| Loyalty | Being faithful and working for the public interest | We are faithful to those we represent, while honoring our obligation to serve the public interest | Safeguarding confidence – to manage confidential information cautiously so as to protect the privacy rights of clients, organizations and individuals |
| Fairness | Encouraging free expression | 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 | Competition – to ensure a diverse Pool of applicants, thereby minimizing bias and enhancing diversity, equity and inclusion in hiring processes |
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