All PRSA members pledge adherence to the Society's Member Code of Ethics. As issues arise relating to the practice of public relations, the Board of Ethics and Professional Standards (BEPS) is charged with providing guidance on such issues within the framework of the Code provisions. The PRSA Board of Directors then provides these guidelines through professional standards advisories. The PRSA Member Code of Ethics may be found online at www.prsa.org.
ISSUE: Representation of front groups with undisclosed sponsorships and/or deceptive or misleading descriptions of goals, causes, tactics, sponsors or participants.
BACKGROUND: As this year's political campaigns intensify, a variety of organizations - known as "front" groups - will surface on behalf of issues and candidates blindly sponsored by industries, organizations and individuals. PRSA members are reminded of the PRSA Code provision, "Disclosure of Information," that is based on the premise that open communication is essential for informed decision-making in a democratic society. The provision states that a member shall:
- Be honest and accurate in all communication.
- Act promptly to correct erroneous communication for which the member is responsible.
- Investigate the truthfulness and accuracy of information released on behalf of those represented.
- Reveal the sponsors for causes and interests represented.
- Disclose financial interest such as stock ownership of the client organization.
- Avoid deceptive practices.
RELEVANT SECTIONS OF THE PRSA CODE: At least three Code provisions and three professional values relate to this issue. They are:
Code provisions
Free Flow of Information. Protecting and advancing the free flow of accurate and truthful information is essential to serving the public interest and contributing to informed decision making in a democratic society.
Conflicts of Interest. Avoiding real, potential or perceived conflicts of interest builds the trust of clients, employers and the publics.
Enhancing the Profession. Public relations professionals work constantly to strengthen the public's trust in the profession.
Professional Values
- 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.
- Fairness. We deal fairly with clients, employers, competitors, peers, vendors, the media and the general public.
- 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.
EXAMPLES: (Hypothetical examples provided to help in the front group recognition process.)
- Citizens for Tougher Tobacco Laws* (committed to passing legislation in every state that pre-empts all local smoking legislation resulting in lighter state standards)
- National Association for Good, Honest, Conservative Politicians* (committed to the defeat of liberal elected officials)
- Coalition for Better Food* (sponsored by farm interests dedicated to softening legislation on feed lot pollution)
- Automotive Safety Advocates* (coalition of auto parts manufacturers lobbying to lessen regulation on auto repairs at the state level nationwide)
- Sustainable Earth* (coalition of business organizations and interests committed to fighting tougher environmental legislation)
- PEACE People Everywhere Against Coercive Education* (religious organizations committed to getting prayer into schools)
*Hypothetical organization
RECOMMENDED PRACTICE: PRSA members should recognize that assisting front groups that represent undisclosed sponsorships and/or deceptive or misleading descriptions of goals, causes, tactics, sponsors or participants constitutes improper conduct under the PRSA Member Code of Ethics and should be avoided.
