Back to Basics: Our Values

Author: Ryan Johnson, APR

Six Core Values

When you joined PRSA, you may remember reading the Code of Ethics. You may have also done a refresher in preparation for accreditation. If it’s been a while since you read the code, let’s look at what we believe to be our values.

As public relations professionals, we believe in six core values that guide our work. These include advocacy, expertise, fairness, honesty, independence and loyalty. I’ve summarized these using the official PRSA Member Statement of Professional Values.

Advocacy

We act as an advocate for the organizations we represent. We act responsibly. We encourage public debate. We provide input and contribute in meaningful ways to open communication.

Expertise

Our organizations and clients trust us. They share information with us that we use to gain expertise in our respective fields. We further our knowledge through continuing education and professional development. We attempt to foster understanding and build relationships between audiences. And we do so credibly.

Fairness

We respect everyone’s opinions. We support everyone’s right to freedom of expression. We treat everyone fairly — clients, competitors, customers, employers, peers, the media and vendors. Essentially, treat others as you would like to be treated.

Honesty

Accuracy. Accuracy. Accuracy. I’m having flashbacks to my J54 class at Drake University. It’s the cornerstone of journalism and our communication profession.

Independence

As public relations professionals, we are accountable for our work. We provide objective, unbiased information to our organizations, our clients and our audiences.

Loyalty

We are loyal to our employers, our clients and our customers. We are here to provide public relations and communications expertise while maintaining our dedication to serving the public.

Source: PRSA Code of Ethics