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Code
of Ethics of the Public Relations Institute of New Zealand
Public relations professionals use
communications to develop or maintain trusting, productive relationships
between clients or employers, and their stakeholders.
We promote the views of those we
represent to contribute to public debate and informed decision-making
in a democratic society.
We balance our role as advocates
for individuals or groups with the public interest.
We must also balance a commitment
to promote open communication with the privacy rights of individuals
and organisations.
Values
These values provide the foundation
for the Public Relations Institute of New Zealand Code of Ethics
and set the industry standard for the professional practice of public
relations. They are the fundamental beliefs that guide our behaviour
and decision-making processes.
Advocacy
We serve the public interest by acting
as responsible advocates for those we represent.
We provide a voice for the ideas,
facts and viewpoints of those we represent to aid informed public
debate.
Honesty
We are accurate and truthful in advancing the interests of those
we represent and in communicating with the public.
Expertise
We acquire and responsibly use specialised
knowledge and experience.
We advance the profession through
continued professional development, research and education
We build mutual understanding, credibility
and relationships among an array of institutions and audiences.
Independence
We provide objective counsel to those
we represent.
We are accountable for our actions.
Loyalty
We are faithful to those we represent,
while honouring our obligations to serve the public interest.
We safeguard the confidences of former
or present employers and clients.
Fairness
We deal fairly with clients, employers,
competitors, peers, suppliers, the media and the society.
We respect all opinions and support
the right of free expression.
Code of Ethics
The primary obligation of membership
of the Public Relations Institute of New Zealand is the ethical
practice of public relations. This Code sets out the principles
and standards that guide our decisions and actions.
1. Advocacy and Honesty
A member shall:
i. Provide independent, objective counsel for clients or employers
ii. Promote the ethical, well-founded views of clients or employers
iii. Be honest and accurate in all communications - and act promptly
to correct erroneous communications.
iv. Avoid deceptive practices
2. Balancing Openness and Privacy
A member shall:
i. Promote open communication in the public interest wherever possible.
ii. Respect the rights of others to have their say
iii. Be prepared to name clients or employers represented and the
sponsors for causes and interests represented
iv. Safeguard the confidences and privacy rights of present, former
and prospective clients and employers
3. Conflicts of Interest
A member shall:
i. Disclose promptly any existing or potential conflict of interest
to affected clients or organisations
ii. Disclose any client or business interest in published or broadcast
editorial work.
4. Law Abiding
A member shall:
i. Abide by the laws affecting the practice of public relations
and the laws and regulations affecting the client.
5. Professionalism
A member shall:
i. Actively pursue personal professional development
ii. Explain realistically what public relations activities can accomplish.
iii. Counsel colleagues on ethical decision-making.
iv. Decline representation of clients or organisations that urge
or require actions contrary to this code
v. Not engage in irrelevant or unsubstantiated personal criticism.
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