The Practice of Public Relations
These articles have been adopted by The Public Relations Society of America to promote and maintain high standards of public service and ethical conduct among its members.
1. A member shall conduct his or her professional life in accord with the public interest.
2. A member shall exemplify high standards of honesty and integrity while carrying out dual obligations to a client or employer and to the democratic process.
3. A member shall deal fairly with the public, with past or present clients or employers, and with fellow practitioners, giving due respect to the ideal of free inquiry and to the opinions of others.
4. A member shall adhere to the highest standards of accuracy and truth, avoiding extravagant claims or unfair comparisons and giving credit for ideas and words borrowed from others.
5. A member shall not knowingly disseminate false or misleading information and shall act promptly to correct erroneous communications for which he or she is responsible.
6. A member shall not engage in any practice which has the purpose of corrupting the integrity of channels of communications or the processes of government.
7. A member shall be prepared to identify publicly the name of the client or employer on whose behalf any public communication is made.
8. A member shall not use any individual or organization professing to serve or represent an announced cause, or professing to be independent or unbiased, but actually serving another or undisclosed interest.
9. A member shall not guarantee the achievement of specified results beyond the members’ direct control.
10. A member shall not represent conflicting or competing interests without the express consent of those concerned, given after a full disclosure of the facts.
11. A member shall not place himself or herself in a position where the member's personal interest is or may be in conflict with an obligation to an employer or client, or others, without full disclosure of such interests to all involved.
12. A member shall not accept fees, commissions, gifts or any other consideration from anyone except clients or employers for who services are performed without (heir express consent, given after full disclosure of the facts.
13. A member shall scrupulously safeguard the confidences and privacy rights of present, former, and prospective clients or employers.
14. A member shall not intentionally damage the professional reputation or practice of another practitioner.
15. If a member has evidence that another member has been guilty of unethical, illegal, or unfair practices, including those in violation of this Code, the member is obligated to present the information promptly to the proper authorities of the Society for action in accordance with the procedure set forth in Article XII of the Bylaws.
16. A member called as a witness in a proceeding for enforcement of this Code is obligated to appear, unless excused for sufficient reason by the judicial panel.
17. A member shall, as soon as possible, sever relations with any organization or individual if such relationship requires conduct contrary to the articles of this Code.
Analysis of the text
Before discussing the above Code, look at what seems to be of linguistic interest to the student:
1) The use of the modal verb “shall” after a noun in singular is characteristic of official documents such as codes, contracts. (For example, “the Buyer shall buy and the Seller shall sell…” – an opening phrase of some contract meaning: “Покупатель обязуется закупить, а Продавец продать …”). In this same code there is a phrase 100-percent synonymous to the modal verb “shall”. Find it and remember it.
2) Paragraph 15 of the above Code bears a reference to some Bylaws. Don’t worry, be certain that it means nothing but some internal rules, laws, or regulations worked out and issued by the same organization (society, association, etc.)
3) The style is clerical and official, hence directness and accuracy of expression. But you must be inquisitive analysts, so apply the text’s structures to the following sentences (primarily, the underlined words):
- Members hold that the exercise of human rights is essential.
- We devote ourselves to the purpose of better communication among the various individuals and groups.
- We are obliged to conduct ourselves professionally.
- We must advance the knowledge and experience of the profession.
- A member must be a model of honesty and integrity.
- A member shall adhere to the standards of truth, respecting the ideas of others.
- A member must not use any individual declaring him to be independent and impartial.
- A member must not represent competitors without the certain accord of the parties.
After all, the style of the Code does not allow a student’s jugglery in linguistics, so he or she had better speak about the Code. First, what could be the need to set up the Society? Could not PR groups function independently? Second, didn’t they get united for serving their professional interests rather than those of clients and employers?
They pledge to conduct themselves professionally. Does it mean a “disciplined conduct”?
The 17 articles (paragraphs) make it sound like the member is overregulated and overruled: he shall not …, he shall adhere to … and other restrictions. But you know that a PR person is supposed to be creative, initiative, and flexible. Do you see the paradox?
Paragraphs 7, 14, 15, 17 may be considered and interpreted as Masonic, if not Jesuitical. At least, touchy for interprofessional relations. Or is it practice nowadays?
For some, the Code may look like an oath of a physician (how to treat a patient), for others, it is a boy-scout charter. What is it, after all? When are the situations where PR persons cannot make do without it?
The last aspect to discuss is its ethics.
Appendix 2