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- Serve the public interest by acting as responsible advocates for those the PR firm or professional represents.
- Adhere to the highest standards of truth and accuracy while advancing the interests of those the PR firm or professional represents.
- Acquire and responsibly use specialized knowledge and experience in preparing public relations messages to build mutual understanding, credibility and relationships among a wide array of institutions and audiences.
- Provide objective counsel to those the PR firm or professional represents. For example, the best advice for a client may be to admit wrongdoing and apologize. The PR practitioner must objectively weigh this advice and offer it if it is the best option.
- Deal fairly with clients, employers, competitors, peers, vendors, the media and the general public.
- Act promptly to correct erroneous communication for which the PR firm or professional is responsible. Again, failure to do this could invoke both ethical and legal sanctions.
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