A code of ethics for ALL practitioners?

Should public relations practitioners be bound by their association’s code of ethics, even if they are not a member?

That’s one of the questions Queensland University’s Dr John Harrison poses in his article on the “children overboard affair” in the Asia Pacific Public Relations Journal (Vol. 5, No. 1).

For a summary of the "affair" I've provided a range of links below.

Membership of the Public Relations Institute of Australia (PRIA) is apparently one of the association’s biggest issues at the moment. Discussions about its role, and rumours about its future are a hot topic within the industry.

The PRIA’s Code of Ethics is not in question however. It’s well known throughout the industry and a pillar of the association’s strength. But should all practitioners stand by it?

(Unfortunately the PRIA doesn’t seem to have the Code of Ethics readily accessible on their website (as of 15 January 2005), however I’ve found a copy on the Corporate Communications and Counsel website)

Harrison believes the practitioners in the Defence Department should follow the PRIA Code of Ethics, regardless of membership status:

“That she may not be a member does not excuse public relations professionals from determining whether those who practice in their field are adopting the appropriate standards of ethical behaviour. Indeed, it is incumbent on any professional group that it has opinions on precisely this, that it press for the appropriate standards of behaviour to be adhered to, and that it take any shortcomings vigorously to task.”

In addition to the PRIA Code, Harrison points out that the Australian Public Service (APS) Values Statement, and the APS Code of Conduct can also measure the behaviour of public relations staff in the Defence Department.

Whilst many practitioners don’t work for the public service, many organisations and industry associations have their own codes of practice (see for example Telstra’s comprehensive "Business values, Telstra Business Principles, Code of Conduct and other company policies" webpage.).

Regardless of membership, all PR practitioners should be familiar with, and more importantly follow, the profession’s code of practice.

The actions of one practitioner can influence the perceptions of the whole sector. We should all strictly following these codes and take responsibility for counselling, and where necessary exposing, those that do not.

Harrison's article will interest those practitioners working in government, and those concerned about ethics in the profession. It is available electronically on many library websites. Alternatively you can order a back-copy of the Journal by contacting me.

Some suggested external links:

Australian Government
Select Committee for an inquiry into a certain maritime incident

Media/other sources
Truthoverboard.com
Australian News Commentary
The Age