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Ethics
Centre > Global
Protocol on Ethics in Public Relations
Dear Global
Alliance member
You will recall that some time ago we agreed to benchmark and analyze
the codes of public relations conduct currently adopted by national
member associations around the world. This benchmark study, carried out
by CPRS assisted by PRISA, established that several Global Alliance
countries enforce similar codes.
At the Global Alliance meeting in South Africa (March 2002), the project
team was asked to draft and circulate a proposed global code and an
early draft was discussed at the Global Alliance council meeting in
Slovenia (June 2002).
The attached proposed Global Protocol on Ethics in Public Relations is
intended to reflect the complementary nature and continuity existing
between current national association codes. It brings the common strands
found in the various national codes analyzed together into one common
building block.
Inevitably not all aspects of the national codes of
ethics/practice/conduct we reviewed can be captured, as many codes
contain country specific clauses. The draft also builds on the
International Public Relations Association (IPRA) Constitution (Code of
Athens) and the Public Relations Society of America’ (PRSA), Code of
Ethics.
If after a period of consultation a revised version of this draft Global
Protocol on Ethics in Public Relations is adopted, Global Alliance
members will be encouraged to add country specific sections as they see
fit. This flexibility will allow strength in diversity.
Moreover, the issue of how the Global Protocol combined with each
national association’s own code is enforced is best left to each
association to handle. Hence, this Global Protocol advocates a role of
education and a demonstration of ethical behavior in the form of case
studies and counsel for individual members of an association as a best
practice. Indeed it is our intention to form a virtual global advisory
group who could be consulted by members who face a particular ethical
dilemma.
At the meeting in Bled, the partners decided to re-circulate more
formally the attached document, add practical information such as case
studies and obtain additional feedback. A final decision on the adoption
of the protocol will be made at the next GA meeting in Auckland in
February 2003.
Implications for national member associations
Should this Global Protocol be adopted it is recommended that national
associations consider the Protocol as a yardstick by which to review and
revise their own Code within a five year period (i.e. by 2007).
It is also recommended that following anticipated adoption of this
Protocol, all national associations seeking membership of the Alliance
will be asked to endorse the Protocol upon entry. Such applicant
associations will similarly be required to adjust their national codes
to conform to Global Protocol standards within a five-year period.
We are truly excited at the prospect of this opportunity to create, for
the first time, a global standard for our global profession. This will
be critical to the Global Alliance’s future role to share information
and best practice and to promote public relations as a strategic
function integral to business management the world over.
Your support is needed to make this initiative a success. We therefore
welcome your comments on the attached draft by November 30th 2002.
Click below for supplementary documents:
I look forward to hearing from you.
On behalf of the project team,
Jean Valin APR, Fellow CPRS
August 2002
jean.valin@justice,gc.ca
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