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Ethical Conduct

International Code of Ethics for Public Relations Practitioners

Each Public Relations Practitioner shall endeavour

1. To contribute to the achievement of the moral and cultural conditions enabling rights to which they are entitled under the “Universal Declaration of Human Rights”.

2. To establish communication patterns and channels which, by fostering the free flow of essential information, will make each member of the society in which he/she lives, feel that he/she is being kept informed and also give him/her an awareness of his/her solidarity with other members.

3. To bear in mind that, because of the relationship between his/her profession and the public, his/her conduct even in private – will have an impact on the way the profession as a whole is apprised.
4. To respect in the course of his/her professional duties, the moral principles and rules of the “Universal Declaration of Human Rights”.
5. To pay due respect to and uphold human dignity and to recognise the right of each individual to judge for himself/herself.
6. To encourage the moral, psychological and intellectual conditions for dialogue in its true sense, and to recognise the right of the parties involved to state their case and express their views.

Shall Undertake

7. To conduct himself/herself always and in all circumstances in such a manner as to deserve and secure the confidence of those with whom he/she comes into contact.

8. To act, in all circumstances, in such a manner as to take account of the respective interests of the parties involved: both the interests of the organisation which he/she serves and the interests of the public concerned.

9. To carry out his/her duties with integrity, avoiding language likely to lead to ambiguity or misunderstanding and to maintain loyalty to his/her clients or employers, whether past or present.

Shall refrain from

10. Subordinating the truth to other requirements.
11. Circulating information, which is not based on established and ascertainable facts.
12. Taking part in any venture or undertaking which is unethical or dishonest or capable of imploring human dignity and integrity.
13. Using any “manipulative” methods or techniques designed to create subconscious motivations which the individual cannot control of his/her free will and so cannot be held accountable for the actions taken on them.

Code of Professional Conduct

This Code defines and implements Rule 4 (1) of the Constitution of the Institute of Public Relations under the heading “Objects”, namely, to encourage and foster the observance of high professional standards by its members and to establish and prescribe such standards. Public relations is concerned with the effect of conduct on reputation.

The following principles have been laid down to embody this concept and enhance relations between the Institute’s members and the public to whom they are directly or indirectly responsible in the performance of their duties.

1. A member shall conduct his/her professional activities with respect for the public interest.
2. A member shall at all times deal fairly and honestly with his/her client or employers past or present, with his/her fellow members and with the general public.
3. A member shall not intentionally disseminate false or misleading information and shall use proper care to avoid doing so. He/She has a positive duty to maintain truth, accuracy and good taste.
4. A member shall not engage in any practice, which tends to corrupt the integrity of channels of public communication.
5. A member shall not create or make use of any organisation purporting to serve some announced cause but actually promoting a special or private interest of a member or his/her client or employer which is not apparent.

6. A member shall safeguard the confidences of both present and former clients and employers. He/She shall not disclose, except upon the order of a court of competent jurisdiction any confidential information, which he/she may have obtained in his/her official capacity without securing and making known the consent of the said client or employer.

7. A member shall not represent conflicting or competing interests without the express consent of those concerned, given after full disclosure of the facts.
8. A member performing services for a client or employer shall not accept fees, commissions or any other valuable consideration in connection with those services from anyone other than his/her client or employer unless such practice is acceptable to the client or employer.
9. A member shall not cause or allow to be done anything to tout or advertise calculated to attract business unfairly.
10. A member shall not propose to a prospective client or employer that his/her fee or other compensation be contingent on the achievement of certain results; nor shall he/she enter into any fee agreement to the same effect.
11. A member shall not intentionally injure the professional reputation or practice of another member, but if such a member has evidence that another member has been guilty of unethical, illegal or unfair practices, it shall be his/her duty to inform the Institute in accordance with the Memorandum and Articles.
12. A member shall not engage in or be connected with any occupation or business which, in the opinion of the Council, is not consistent with membership of the Institute.
13. A member shall not seek to supplant another member with his/her employer or client, nor shall he/she encroach upon the professional employment of another member unless both parties are assured that there is no conflict of interest involved, and are kept advised of the negotiations.
14. A member shall cooperate with fellow members in upholding and enforcing this Code.