The document outlines the core values of the Public Relations Society of America (PRSA), emphasizing advocacy, honesty, expertise, independence, loyalty, and fairness. It discusses ethical issues such as gifts, potential bribery under the Foreign Corrupt Practices Act, and the challenges of 'astroturfing' and 'greenwashing'. Additionally, it addresses legal aspects of defamation and the PRSA Code of Conduct, which includes provisions for free flow of information, fair competition, and conflict of interest.

1. Public Relations Ethics and
the Law
PRSA Certificate in Principles of
Public Relations
April 26, 2014

2. PRSA Core Values
• Advocacy: Serving the public interest by acting
as responsible advocates…
• Honesty: Adhering to the highest standards of
accuracy and truth…
• Expertise: … Professional development,
research and education.

3. PRSA Core Values
• Independence: Objective counsel and
being accountable
• Loyalty: Faithful to clients and employers;
serve the public interest
• Fairness: Respect opinions; support right
to free expression

4. Gifts or “Jollies?”
• Gifts of any kind can contaminate the free flow of
accurate and truthful information to the public –
PRSA Guidelines
Crucifix to a Vampire in the U.S.
“Jolly” in England and Europe
“Transportation Money” in China

5. Foreign Corrupt Practices Act
• Criminally Liable in U.S. for Receiving
Bribes even Overseas
• Distinguishes between Bribes and
Facilitation and/or “Grease” payments

6. “Astroturfing”
• “PR firm admits it's behind Wal-Mart blogs” – CNN
Money
• Whole Foods’ John Mackey “Rahodeb” Blog/FTC
• Ghost-writing of Executive Blogs?

7. Green Washing?
“Sustainable Solutions”

8. $4.2 Million Pink Washing?

9. Advocacy Ethics?
• Would you work for the Tobacco Industry?
• Does Philip Morris have a right to speak its
mind?
• What about CSR?

10. Should Ketchum Represent Russia?
• Ketchum receives $55 million (and
counting) from Crimea-invader, Russia
• Foreign Agents Registration Act
• Only for “economic development” and
“investment”
• Putin NYT op-ed criticizes US foreign
policy

11. Libel, Slander & Defamation
• Libel: Printed Falsehood
• Slander: Oral Falsehood
• Defamation: Statement creating public
hatred, contempt or ridicule
• No “the client told me to do it” defense

12. Libel, Slander & Defamation
Defenses
• Truth
• Privilege (e.g., public document)
• Fair Comment (e.g., community interest)
• Retraction

13. ©™®
• © Protects creative work from
unauthorized use
• ™ Word, symbol or slogan – “Just Do It”
• ® Protected intellectual property, ideas,
creations, processes

14. PRSA Code: Provisions of Conduct
• Free Flow of Information (e.g., no gifts)
• Fair competition (e.g., No disparaging
rumors)
• Full Disclosure (e.g., Edelman/WMT)
• Safeguarding Confidences (e.g., No leaking)
• Conflict of Interest (e.g., Disclose
relationships)
• Enhance the Profession (e.g., Best Practices)