Insider Tips 32

As P.R. and publicity professionals, which one of us hasn't been in a social situation like this: You meet some interesting people at a dinner party, they ask what you do, you tell them that you're in P.R. and you are met with either a disapproving stare or, our personal favourite, some one who takes the opportunity to bash your chosen career (always with that, "…present company excepted, of course…").

It's true that some P.R. professionals have earned themselves bad reputations through dishonest dealings with their clients or members of the media, however, the same can be said of certain individuals from any industry. Most people who work in communications understand the importance of being not only clear, but truthful at all times. Common sense should keep P.R. and publicity people from ever engaging in less than truthful communications, as you are likely, at some point, to be questioned about information you have put forth as "gospel". In fact, there has been a public relations code of ethics in force since 1950. Over the years, the code of ethics has been revised, most recently in 1983.

The following is the "Declaration of Principles" adopted by the Public Relations Society of America, which reads:

"Members of the Public Relations Society of America base their professional principles on the fundamental value and dignity of the individual, holding that the free exercise of human rights, especially freedom of speech, freedom of assembly, and freedom of the press, is essential to the practice of public relations.

In serving the interests of clients and employers, we dedicate ourselves to the goals of better communication, understanding, and cooperation among the diverse individuals, groups, and institutions of society, and equal opportunity of employment in the public relations profession."

> Conduct themselves professionally, with truth, accuracy, fairness, and responsibility to the public;

> And to improve individual competence and advance the knowledge and proficiency of the profession through continuing research and education.