Public Relations Society of Americas Ethical Standards - Research Paper Example

Research Paper, Journalism, mass media and communication Public Relations Society of America's Ethical Standards Introduction Compliance to Public Relation Society of America’s ethical standards requires an individual to be a member of PRSA. In fact, PRSA has a code of ethics, which is aimed at guiding members during operations in order to consider their ethical responsibilities (PRSA, Member, 1). Affiliation to PRSA involves a commitment to ethical practices, which facilitate efforts to acquire public trust. Therefore, members of PRSA focus on serving the public, thereby taking obligations that involve operating ethically. In this case, this paper focuses on presenting brief history of PRSA’s ethical standards, their functions and effects on public relation professionals and profession. Moreover, this paper seeks to determine ways through which PRSA has strengthened and weakened certain professionals and agencies. Reputation acquired through affiliation to PRSA is valuable to members; in fact, it is highly dependent upon their ethical conduct (PRSA, Member, 1). In addition, these members focus on setting examples among themselves and other professionals by achieving excellent standards of performance, professionalism and ethical behaviors. Nevertheless, there are situations when emphasis to enforce Public Relation Society of America’s ethical standards has been ignored. In this case, this has led to decision by PRSA board of Directors to expel or bar some parties in the society from joining PRSA membership (PRSA, Member, 1). For instance, individuals who have been involved in sanctions from government agencies or convictions in courts due to issues concerning violating code of ethics become liable to expulsion from PRSA membership. Therefore, PRSA overview indicates that it focuses on prime obligation, which involves promotion of ethical practices among professions, organizations and professionals. History of Public Relations Society of America (PRSA) Public Relations Society of America commenced in 1950, whereby it was established through a desire to form student counterpart (Garcia, 3). After some time, this interest was diminished, though there were few professionals, who made efforts to rekindle PRSA. Besides, members of PRSA lost their interest on PRSA leading to a notion that discredited PRSA, through claims that it could not be taught. Nonetheless, the chairperson of PRSA’s Education Committee, who was called Howard Penn Hudson, decided to change people’s perception towards PRSA, in 1965 (Garcia, 3). In this case, he made effort to reestablishing initial affiliation with students through clubs, societies and fraternities. The process to rekindle PRSA began by invitation of six schools in 1965 by Ovid Davis, who was the president of PRSA (Garcia, 4). In fact, this invitation was aimed at gathering members together for that year’s National Conference in Denver. In 1967, the president of Division of the educators’ organization, Professor James Young decided to call Association for Education in Journalism (AEJ), thereby establishing his arguments that there was need for PRSA in processes of developing students with professional orientation (Garcia, 4). In fact, this effort was supported by groups of independent student, who did not have guidance to meet PRSA objectives. On the other hand, there where groups, which had a significant interest on the future of PRSA, and this led to establishment of Long Range Planning Committee of PRSA in 1967 (Garcia, 4). Moreover, during the following year, there was an establishment of PRSA chapters in nine schools, which offered courses in public relations, and this has led to developments such as establishment of PRSA’s ethical standards in the present days. Functions of PRSA Ethical Standards One of the significant functions of PRSA’s ethical standards is to apply public relations in order to pivot ethics among its practitioners or members. In future of professionals, who are members of PRSA, there is an obligation of upholding the ethical standards proposed by PRSA (PRSSA, Ethics, 1). Therefore, PRSA facilitates ethical practices through establishment of an obligation to members, whereby they are expected to comply with PRSA Code of Ethics (PRSA, Ethics, 1). In fact, this code of ethics involves an encouragement of PRSA chapters, which concerns a pledge that members sign upon attaining membership of PRSA. For instance, these chapters encourage ethics in leadership, and this is acknowledged through Awards Program for Ethics Advocacy (Fitzpatrick and Bronstein, 3). In this case, there are significant activities undertaken under these chapters to honor and appreciate outstanding ethical practices among PRSA members. On the other hand, PRSA focuses on developing models of ethics guidelines for members. In fact, these models are based on PRSA Code of Ethics, whereby members are able to apply these models in processes of implementing ethical principles and other commonly regarded industry standards (PRSA, Ethics, 1). Moreover, PRSA has also developed Member Code of Ethics Pledge, which acts are a reference for members faced by ethical dilemma and issues. Nevertheless, there was a refurbishment of PRSA’s advocacy program in 2010, whereby its focus was segregated in to three-core elements, which include; diversity in workplaces, value of public relations to businesses and ethics (PRSA, Roots, 1). Therefore, ethics is the core component in enhanced PRSA’s advocacy programs that has been explored in this paper. PRSA ethical standards has facilitated establishment and development of initiatives that focuses on creating perceptions of value and role undertaken by public relation, in processes that are focused on serving diverse organizations. Furthermore, PRSA has also focused on monitoring crucial legislative and regulatory issues, which have effects on public relations, marketing, advertising and free speech principles (PRSA, Ethics, 1). In addition, as a national public relations professional association, PRSA has used its component of ethics to offer guidelines on issues such as environmental marketing (PRSA, Ethics, 1). Effects of PRSA on Public Relation Professionals and Profession Ethical conduct has been regarded as one of fundamentals in practicing public relations through a desire to develop relationships attributed to trust and respect. In this case, PRSA’s ethical standards emphasis on ethical behaviors among members has become more than an obligation to professional: in fact, it is a personal commitment (PRSA, Member, 1). Effects of PRSA on public relation professionals and profession have been facilitated by national media and rising concern due to reduction of transparency or disclosure among profit and non-profit organizations. Furthermore, there has been an escalation of public concern concerning ethics in all aspects of life, society, business, politics and communities. PRSA has led to increased dedication to professional ethics among public relation pre-professionals and potential leaders in any industry. In this case, this has also promoted focus on respectful communication and dissemination of ideas to members of society. Therefore, public relation professionals has been influenced into understanding ethics and practices involved in their profession (PRSA, Member, 1). In fact, professionals in public relation influence their colleagues and other institutions. Nevertheless, there are situations when unethical behaviors seem to be taking center stage and leads to deterioration of members of PRSA’s interest and dedication. PRSA members have focused on presenting their statement as core values, which are widely explored in the field of public relation profession. Besides, these values create a foundation for Member Code of Ethics, thereby setting industry standards for professional practice in the field of public relations. Values established by PRSA members are based on their fundamental conviction, which acts as directives for their behaviors and decision-making processes. For instance, these members have a conviction that their professional values are crucial to integrity of entire profession. For example, they are bound to offer ideas in marketplaces, with a perception of assisting public debate (PRSA, Member, 1). The members of PRSA are expected to utilize their knowledge and expertise in a responsible manner, and advancing their profession via continued professional development, education and research. How PRSA has strengthened and weakened certain Professionals and Agencies In 2002, there was establishment of Advocacy Advisory Board (AAB) through PRRA, which has been focused on facilitating involvement of public relation profession in advocacy (PRSA, Roots, 1). Furthermore, AAB’s mandate is to improve public relations profession through consistency and clarity of communicating PRSA. Various professionals and agencies have been strengthened by PRSA, through their commitment to ethical practices. In fact, this commitment earns them respect, trust and loyalty from society. Moreover, it creates a way of gaining publicity and good reputation that is required for success. For example, in 2008, there were ethical campaigns during the presidential elections held in America; in fact, this also applied to local elections (PRSA, Roots, 1). On the other hand, PRSA has strengthened colleges and universities at collegiate levels, through student organizations and fraternities (PRSSA, 1). PRSA has enabled professionals in leadership to apply ethics and set ethical principles in processes that involve dealing with the public. Members of PRSA have significant influence on their colleagues, thereby promoting maintenance of ethical practices, which in turn facilitate upholding of professional values. On the other hand, private or government agencies are able to earn public trust, through professionals, who offer services and operate ethically (PRSA, Ethics, 1). Therefore, ethics can be considered a pivot for professional, personal integrity and success. On the other hand, PRSA has weakened professionals and agencies in situations when communication field requires professionals to represent an organization, person or cause (Parsons, 5). In this case, there are chances of propagate a message in way that meets expectation of the public, though this is does not involve failing uphold professional values. Nevertheless, there are situations when professions find themselves in ethical dilemmas and this creates vulnerability to making unethical decisions in order to resolve problems (PRSA, Ethics, 1). For example, there are situations when dissemination of information to the public, while considering PRSA ethical standards may be rendered unsuitable due to involvement of marketplace ideas (Parsons, 5). Therefore, the message is weakened in order to distort the actual line of perception by competitors in order to maintain competitive advantages (Fitzpatrick and Bronstein, 4). In addition, there are cases when a professional seeks to persuade the public through ideas that they do not support. In this case, this causes a form of contradiction due to compromise of their personal integrity. Conclusion The paper has explored issues concerning PRSA ethical standards, whereby a brief history of PRSA has been presented, their functions and effects on public relation professionals and profession. Finally, the paper has discussed ways through which PRSA has strengthened and weakened certain professionals and agencies. Nonetheless, the stance of this paper is to support values emphasized by PRSA ethical standards. In fact, explanation of these values based on PRSA guidelines is impressive given that it addresses crucial provisions in their code of ethics. On the other hand, PRSA Codes of Ethics are unique in the way they emphasis on commitment by PRSA members to enhance their profession. Furthermore, PRSA membership also leads to enhanced reputation, which is attributable to continued improvement and commitment in upholding high standards of competence. Therefore, ideas presented in this paper indicate that PRSA’s ethical standards support dissemination of information by professionals in a way that prevents conflict with public interest. Works Cited Fitzpatrick Kathy and Bronstein Carolyn. Ethics in public relations: Responsible advocacy. Thousand Oaks, CA: Sage Publications, Inc., 2006. Print Garcia Jeneen. “Brief history of Public Relations Student Society of America”. Champions for PRSSA. 2007. Web. 17 April 2013. Parsons, Patricia. Ethics in public relations: A guide to best practice (2nd ed.). Philadelphia, PA: Kogan Page Limited, 2008. Print Public Relations Society of America (PRSA). Public Relations Society of America (PRSA) Member Code of Ethics: PRSA Code of Ethics: Preamble. 2013. Web. 17 April 2013. Public Relations Society of America (PRSA). Ethics: Ethical Guidance for Public Relations Practitioners. 2013. Web. 17 April 2013. Public Relation Student Society of America (PRSSA). Public Relations Ethics: Guidance for the Future Practitioner. 2013. Web. 17 April 2013. Public Relations Society of America (PRSA). Roots of Advocacy. 2013. Web. 17 April 2013. Read More