ETHICAL VALUES IN THE FIELD OF PUBLIC RELATIONS

Ethical values that govern the Public relations professions according to International Public Relations Association (IPRA)
International Public Relations Association codes of ethics was established in 1968 and updated in 2006.
It provides the following ten ethical values that govern the Public Relations professions

1. Integrity.
As a public relations professional act with honest and integrity at all time so as to secure the confidence and trust of the publics. Example when speaking to the press conference concerning your organization, you need to speak the truth and be honest for sake of public’s interest rather than hiding the information in order to protect the organization or company.

2. Transparency.
Be open and transparent in dealing with the interest you present. That means as a public relations professional you need to be open and transparent in declaring their name, organization and the interest they represent. Example you are public relations manager of the company that produce cosmetics, therefore as a professional you need to tell publics that too much use of cosmetics can cause effects to the body. Therefore as a public relations manager you need to be open and transparent so as at later the publics cannot complain to the organization.

3. Accuracy.
As a Public relations professional take all reasonable steps to ensure the truth and accuracy of all information provided to the publics authorities. This means, when presenting the information to publics, as public relations professional you have to take all the reasonable steps so as to ensure the truth and accuracy of the information. Example the issue occurred to MOI. Therefore as the public relations professional you have to ensure the truth about the issue before giving out the information to publics.

4. Dialogue
As a public relations professional, establish the conditions to dialogue and recognize the right of all parties, involved to state or explain their cases or views.

5. Falsehood
Do not intentionally disseminate false or misleading information and when it happens corrects such act promptly. Example, giving inaccurate information about your organization on a certain activity conducted by the organization or services given.

6. Influence
Neither propose nor undertake any action which would constitute an improper influence on public’s authorities.

7. Deception.
Do not obtain information from the publics by deception or dishonest means. Example, a person may decide to bribe the publics in order to gain information or may use force so to get information. Therefore as a public relation manager do not obtain information from publics by deception or dishonest mean.

8. Confidentiality.
Honor confidential information provided to your publics. As a Public relations manager there are something which are confidential and they are not supposed to be spread without a specific reason. Example the organization undergo crisis, therefore the spokesperson of the organization is the one who is supposed to give out the information, because not every member of the organization is allowed to give out the information.

9. Conflict
Avoid any professional conflict of interest and disclose such conflicts to affected parties when they occur. Therefore as a public relations professional you have avoid conflict of interest so as to build good relationships with people.

10. Employment.
When there is a need for employment of some personnel, only do within the flame work of the rules and confidentiality regulations.

By Kingalu Avin
BAPRM 42697