IPRA Code of Conduct - Without Ethical Practice, Public Relations Has NO Purpose

Dear Friends,

Yesterday, while going through the tweets of the people and organisations whom I follow on twitter, I came across a tweet of #PRCAI titled "ICCO SPEAKER SERIES”. The topic was ‘Why PR pros should be masters of doing right? And the speaker was Ms. Christina Forsgard, ICCO Ethics Chair. ICCO stands for ‘International Communications Consultancy Organisation.

My reply to the tweet was “Practicing Public Relations is all about earning credibility by doing only the right things and telling the truth i.e. being ethically correct. I strictly observe #IPRA and #PRSI Code of PR Ethics which are also known as #Code of Athens”. And, my reply was liked by both Ms. Christina Forsgard and #PRCAI and Ms. Forsgard started following me on #Twitter. That inspired me to write next blog on IPRA Code of Conduct which is an undertaking of ethical behaviour by members of the International Public Relations Association and recommended to Public Relations practitioners worldwide, hence this blog.

IPRA Code of Conduct - Without Ethical Practice, Public Relations Has NO Purpose

At Athens, Greece on May 12, 1965, the International Public Relations Association - IPRA adopted a draft of an International Code of Ethics for public relations practice. The Code had been an object of the nascent IPRA since 1952 and was to become a major promotional strategy of the organisation as it grew from the mid-1960s onwards. Largely written by the French public relations leader Lucien Matrat (IPRA 2001), it followed an earlier IPRA Code of Conduct (known as the Code of Venice) and was adopted wholly or in a modified form by many public relations professional associations in subsequent years (IPRA 1995). The Code reflected the hopeful, post-World War 2 ethical framework with its linkage to the United Nation’s Universal Declaration of Human Rights adopted in 1948. It was the first international code of ethics enacted in the public relations field.

Most public relations professional bodies and trade associations have some form of ethical and/or practice rule or code. They are too numerous to reference in detail but typical examples are those of the Chartered Institute of Public Relations (CIPR) and the Public Relations Consultants Association (PRCA) in the United Kingdom. CIPR has a four-section document including a Code of Conduct; while PRCA has a Professional Charter for all members plus specialist versions for public affairs and healthcare. Both have complaints and arbitration procedures. Public Relations Society of India – PRSI also adopted the IPRA Code of Conduct.

In the history of the Code of Athens’ development and implementation, which follows, the insertion of a human rights-focused moral core for this Code of Ethics will be seen to be an unintended consequence of IPRA’s founders’ desire to establish such a code. Other elements of this code and the Code of Conduct (the “Code of Venice” adopted in 1961) were similar to other professional codes of their time and have significantly influenced current codes, as indicated by Bowen (2007), CIPR (Undated), L. Grunig & Toth (2006), PRCA (Undated), and Wright (2006).

Evolution of Codes

Although IPRA was not formally established until 1955, discussions in Europe had begun in 1949. Among its draft ‘Objects’ agreed in 1952 was a code of ethics on an international scale. Preparation of a code of ethics was a priority task. This was reinforced in 1955 when IPRA was established at a meeting in London on April 29, 1955 and a modified version of the 1952 decision was adopted as an ‘Object for the Association’, as mentioned hereunder:

“To review and seek solutions to problems affecting public relations practice common to various countries, including such questions as the status of the profession, codes of professional ethics and qualifications to practice.”

At its second Council meeting in The Hague, Holland later that year, a French member Etienne Bloch was commissioned to undertake research into “professional ethics, status and qualifications” and prepare a report, which was presented to the Council’s next meeting in Paris the following year and IPRA decided to move forward.

A leading US practitioner Robert L. Bliss was the chair of the IPRA Research Committee at the time. In a later memoir he reported that the Code of Ethics was a very high priority goal for the new association but that it was developed as a Code of Conduct. The Code of Ethics came later, as he explained.........

"To develop and propose a Code of Ethics. There was some question over the use of the word ‘Ethics’ at such an early stage in IPRA’s development, so the name was changed to ‘Conduct’. The 10-member international committee worked diligently for four years on the Code which was reviewed and accepted by the Board at the Second World Public Relations Congress in Venice in 1961 (Bliss, 1984)."

The Code of Professional Conduct was adopted at the Council meeting in Venice on May 22, 1961 and was agreed by the IPRA Assembly and 2nd IPRA World Congress. It quickly became known as ‘The Code of Venice’.

Code of Venice - Year 1961

Code of Venice on professional conduct Adopted in 1961 and amended in 2009.

The Code of Venice is an undertaking of professional conduct by members of the International Public Relations Association and recommended to Public Relations practitioners worldwide.

In the conduct of Public Relations practitioners shall:

Conduct towards Employers and Clients

1. Have a general duty of fair dealing towards employers or clients, past and present.

2. Not represent conflicting or competing interests without the express consent of those concerned.

3. Safeguard the confidences of both present and former employers or clients.

4. Not employ methods tending to be derogatory of another practitioner’s employer or client.

5. Not, whilst performing services for an employer or client, accept fees, commission or any such consideration in connection with those services from anyone other than the employer or client without the express consent of the employer or client.

6. Not propose to a prospective client that fees or other compensation be contingent on the achievement of certain results nor enter into any fee agreement to the same effect.

Conduct towards the Public and the Media.

7. Conduct themselves with respect to the public interest and with respect for the dignity of the individual.

8. Not engage in practice which tends to corrupt the integrity of any channel of communication.

9. Not intentionally disseminate false or misleading information.

10. At all times seek to give a faithful representation of the organisation which the practitioner serves.

11. Not create any organisation to serve an announced cause but which actually serves an undisclosed interest nor make use of any such existing organisation.

Conduct towards Colleagues

12. Not intentionally injure the professional reputation of another practitioner.

13. Not seek to supplant another practitioner with that practitioner’s employer or client.

Conduct related to digital channels of communication.

14. Act in accordance with the above with special care when using the Internet and other digital media as channels of communication.

Sanctions

IPRA members shall, in upholding this Code of Venice, agree to abide by and help enforce the disciplinary procedures of the International Public Relations Association in regard to any breaching of this Code.

Code of Athens - Year 1965

Author: Lucien Matrat, Member Emeritus (France) Adopted by IPRA General Assembly, Athens, May 1965 and modified at Tehran, April 1968.

Adopted in 1965 and amended in 1968 and 2009, the Code of Athens is an undertaking of ethical behaviour by members of the International Public Relations Association and recommended to Public Relations practitioners worldwide. The Code of Athens continued in its 1968 modified form until 2011 when it was merged with other IPRA codes into a single 18-point code.

CONSIDERING that all member countries of the United Nations Organisation have agreed to abide by its Charter which reaffirms “its faith in fundamental human rights, in the dignity and worth of the human person” and that having regard to the very nature of the profession, Public Relations practitioners in these countries should undertake to ascertain and observe the principles set out in this Charter;

CONSIDERING that, apart from “rights”, human beings have not only physical or material needs but also intellectual, moral and social needs, and that their rights are of real benefit to them only insofar as these needs are essentially met;

CONSIDERING that, in the course of their professional duties and depending on how these duties are performed, Public Relations practitioners can substantially help to meet these intellectual, moral and social needs.

CONSIDERING that the use of the evolving techniques enabling them to come simultaneously into contact with millions of people gives Public Relations practitioners a power that has to be restrained by the observance of a strict moral code;

CONSIDERING that transparent channels of communication such as the Internet and other digital media, are channels where erroneous or misleading information may be widely disseminated and remain unchallenged, and therefore demand special attention from Public Relations practitioners to maintain trust and credibility;

CONSIDERING that the Internet and other digital media demand special care with respect to the personal privacy of individuals, clients, employers and colleagues;

In the conduct of Public Relations practitioners shall:

Endeavour

1. To contribute to the achievement of the moral and cultural conditions enabling human beings to reach their full stature and enjoy the indefeasible rights to which they are entitled under the “Universal Declaration of Human Rights”.

2. To establish communications patterns and channels which foster the free flow of essential information, thereby making each member of the group feel informed. Being included in the communication flow should give every member an awareness of their own personal involvement and responsibility, and encourage solidarity with other members.

3. To conduct themselves always and in all circumstances in such a manner as to deserve and secure the confidence of those with whom the practitioner comes into contact.

4. To bear in mind that, because of the relationship between the Public Relations’ profession and the public, the practitioner’s conduct - even in private - will have an impact on the way in which the profession as a whole is appraised.

Undertake

5. To observe in the practitioner’s professional duties, the moral principles and rules of the “Universal Declaration of Human Rights”.

6. To pay due regard to, and uphold human dignity and to recognise the right of each individual to judge for themselves.

7. To establish the moral, psychological and intellectual conditions for dialogue in its true sense, and to recognise the rights of these parties involved to state their case and express their views.

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 the practitioner serves and the interests of the publics concerned.

9. To communicate to avoid misunderstanding, and to show loyalty and integrity in all circumstances so as to keep the confidence or the clients or employer, past or present, and all of the publics that are affected by the practitioner’s actions.

10. To act in accordance with this Code with special care with respect to accuracy and privacy when using the Internet and other digital media as channels of communication.

Refrain from

11. Subordinating the truth to other requirements.

12. Circulating information which is not based on established and ascertainable facts.

13. Taking part in any venture or undertaking which is unethical or dishonest or capable of impairing human dignity or integrity.

14. Using any manipulative methods or techniques designed to create subconscious motivations over which an individual has no control.

Sanctions

IPRA members shall, in upholding this Code of Athens, agree to abide by and help enforce the disciplinary procedures of the International Public Relations Association in regard to any breaching of this Code.

Code of Brussels - Year 2007

Adopted in 2007 and amended in 2009, the Code of Brussels is an undertaking of ethical conduct on public affairs by members of the International Public Relations Association and recommended to Public Relations practitioners worldwide.

RECALLING the Code of Venice 1961 and the Code of Athens 1965, of the International Public Relations Association, which together specify an undertaking of ethical conduct by public relations practitioners worldwide;

RECALLING that the Code of Athens binds public relations practitioners to respect the Charter of the United Nations which reaffirms “its faith in fundamental human rights, in the dignity and worth of the human person;

RECALLING that the Code of Athens binds public relations practitioners to observe the moral principles and rules of the “Universal Declaration of Human Rights";

RECALLING that public affairs is one discipline undertaken by public relations practitioners;

RECALLING that the conduct of public affairs provides essential democratic representation to public authorities;

In the conduct of Public Affairs, practitioners shall:

1. Integrity: Act with honesty and integrity at all times so as to secure the confidence of those with whom the practitioner comes into contact.

2. Transparency: Be open and transparent in declaring their name, organisation and the interest they represent.

3. Dialogue: Establish the moral, psychological and intellectual conditions for dialogue, and recognise the rights of all parties involved to state their case and express their views.

4. Accuracy: Take all reasonable steps to ensure the truth and accuracy of all information provided to public authorities.

5. Falsehood: Not intentionally disseminate false or misleading information, and shall exercise proper care to avoid doing so unintentionally and correct any such act promptly.

6. Deception: Not obtain information from public authorities by deceptive or dishonest means.

7. Confidentiality: Honour confidential information provided to them.

8. Influence: Neither proposes nor undertakes any action which would constitute an improper influence on public authorities.

9. Inducement: Neither directly nor indirectly offer nor give any financial or other inducement to members of public authorities or public representatives.

10. Conflict: Avoid any professional conflicts of interest and to disclose such conflicts to affected parties when they occur.

11. Profit: Not sell for profit to third parties copies of documents obtained from public authorities.

12. Employment: Only employ personnel from public authorities subject to the rules and confidentiality requirements of those authorities.

Sanctions

IPRA members shall, in upholding this Code of Brussels, agree to abide by and help enforce the disciplinary procedures of the International Public Relations Association in regard to any breaching of this Code.

Consolidated Code of Conduct – Year 2011

Adopted in 2011 the IPRA Code of Conduct is an affirmation of professional and ethical conduct by members of the International Public Relations Association and recommended to public relations practitioners worldwide.

The Code consolidates the 1961 Code of Venice, the 1965 Code of Athens and the 2007 Code of Brussels.

(a) RECALLING the Charter of the United Nations which determines “to reaffirm faith in fundamental human rights, and in the dignity and worth of the human person”;

(b) RECALLING the 1948 “Universal Declaration of Human Rights" and especially recalling Article 19;

(c) RECALLING that, public relations, by fostering the free flow of information, contributes to the interests of all stakeholders;

(d) RECALLING that the conduct of public relations and public affairs provides essential democratic representation to public authorities;

(e) RECALLING that public relations practitioners through their wide-reaching communication skills possess a means of influence that should be restrained by the observance of a code of professional and ethical conduct;

(f) RECALLING that channels of communication such as the Internet and other digital media, are channels where erroneous or misleading information may be widely disseminated and remain unchallenged, and therefore demand special attention from public relations practitioners to maintain trust and credibility;

(g) RECALLING that the Internet and other digital media demand special care with respect to the personal privacy of individuals, clients, employers and colleagues;

In the conduct of public relations practitioners shall:

1. Observance: Observe the principles of the UN Charter and the Universal Declaration of Human Rights;

2. Integrity: Act with honesty and integrity at all times so as to secure and retain the confidence of those with whom the practitioner comes into contact;

3. Dialogue: Seek to establish the moral, cultural and intellectual conditions for dialogue, and recognise the rights of all parties involved to state their case and express their views;

4. Transparency: Be open and transparent in declaring their name, organisation and the interest they represent;

5. Conflict: Avoid any professional conflicts of interest and to disclose such conflicts to affected parties when they occur;

6. Confidentiality: Honour confidential information provided to them;

7. Accuracy: Take all reasonable steps to ensure the truth and accuracy of all information provided;

8. Falsehood: Make every effort to not intentionally disseminate false or misleading information, exercise proper care to avoid doing so unintentionally and correct any such act promptly;

9. Deception: Not obtain information by deceptive or dishonest means;

10. Disclosure: Not create or use any organisation to serve an announced cause but which actually serves an undisclosed interest;

11. Profit: Not sell for profit to third parties copies of documents obtained from public authorities;

12. Remuneration: Whilst providing professional services, not accept any form of payment in connection with those services from anyone other than the principal;

13. Inducement: Neither directly nor indirectly offer nor give any financial or other inducement to public representatives or the media, or other stakeholders;

14. Influence: Neither proposes nor undertakes any action which would constitute an improper influence on public representatives, the media, or other stakeholders;

15. Competitors: Not intentionally injure the professional reputation of another practitioner;

16. Poaching: Not seek to secure another practitioner’s client by deceptive means;

17. Employment: When employing personnel from public authorities or competitors take care to follow the rules and confidentiality requirements of those organisations;

18. Colleagues: Observe this Code with respect to fellow IPRA members and public relations practitioners worldwide.

Sanctions

IPRA members shall, in upholding this Code, agree to abide by and help enforce the disciplinary procedures of the International Public Relations Association in regard to any breach of this Code.

References:

IPRA website

PUBLIC RELATIONS ETHICS - by Mr. Tom Watson PhD,

Professor of Public Relations, Bournemouth University, U.K.

Thank You for reading.