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April 07, 2011

PRSA Offers Tips for Effective PR Agency Ethics Guidelines in PRWeek

PRSA Board Member Bob Frause, APR, Fellow PRSA, was featured in an April 2011 article in PRWeek on the state of ethics in public relations. Frause, who is founder and CEO of the eponymous Seattle-based strategic communications firm, offered tips for establishing effective ethical guidelines within PR agencies.

Some of the tips Frause provided include:
  • Have the firm's CEO set an ethical tone and expectations of ethical practices for all agency work by instituting a zero-tolerance policy concerning the proliferation of unethical practices.
  • Use established ethics codes from the PRSA, Word of Mouth Marketing Association and other resources to study industry-related issues concerning ethical guidelines within an agency setting.
  • Ensure buy-in from employees and clients by discussing the decision to adopt an agency ethics code and its value.
  • Incorporate ethics within your agency's values and/or mission statement.
  • Use ethical missteps as teachable moments for staff.
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