Most people don’t understand exactly what a public relations professional does. It’s all across the board with “getting people in the media,” “writing press releases,” “cleaning up messes,” and other marketing type responsibilities.
However, what is required of a public relations practitioner is to honor the Code of Ethics. What does it mean? It means we advocate for our client, we’re honest, are experts in our field, we’re fair, loyal and are accountable for our actions.
The following from the Public Relations Society of Awareness’ site, further desribes the public relations professional:
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.
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.
EXPERTISE
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.
INDEPENDENCE
We provide objective counsel to those we represent. We are accountable for our actions.
LOYALTY
We are faithful to those we represent, while honoring our obligation to serve the public interest.
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.
When you’re looking for someone, or are working with a public relations professional, make sure s/he adheres to their professional code of ethics.