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- Do not plagiarize. Never, ever, ever represent someone else’s work as your own.
- Do not give or receive gifts of any type from clients or sources that might influence the information in a message beyond the legal limits and/or in violation of government reporting requirements.
- Do not violate intellectual property rights in the marketplace. Sharing competitive information, leaking proprietary information, taking confidential information from one employer to another and other such practices are both legal and ethical violations.
- Do not employ deceptive practices. Asking someone to pose as a “volunteer” to speak at public hearings or participate in a “grass roots” campaign is deceptive, for instance.
- Avoid conflicts of interest, real or perceived. PR professionals and firms must encourage clients and customers as well as colleagues in the profession to notify all affected parties when a conflict of interest arises.
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