Should PRSA ethics mix with politics?

Politics may be the last place that most of us think about when the words “ethics” and “fair play” are mentioned, but that hasn’t stopped PRSA from trying.

Chair and Chief Executive Officer Jeff Julin sent letters to both the McCain and Obama campaigns in September challenging them to sign pledges agreeing to conduct their campaigns according to the PRSA Code of Ethics.

The effort began as a group on Facebook by Joseph F. DeRupo, who asked Facebook members to sign on and challenge the campaigns, 527 Groups, political operatives and the media to agree to the tenants of our Code of Ethics. To date, 2,096 people have joined the open group athttp://www.new.facebook.com/group.php?gid=13815329335. Many people have written comments on the group’s wall in support of the pledge. Then on Sept. 10, PRSA’s chair sent letters to the campaigns.

Here is the letter:

As chair and chief executive officer of the Public Relations Society of America (PRSA), the world’s largest professional organization for public relations professionals, I applaud Senator McCain’s commitment to campaign finance reform and the integrity of the election process in the United States. PRSA shares that commitment and has launched a broad initiative to speak out publicly in the interest of a clean and fair election, an effort that could serve as an additional tool to strengthen a campaign’s election reform credentials.

PRSA is responsible for representing, educating, setting standards of excellence and upholding principles of ethics for our members and, more broadly, the $4 billion U.S. public relations profession. In that role, PRSA is committed to advancing ethical communications practices and the free flow of accurate and truthful information. These principles not only guide our members and the profession, but also support fundamental rights of free speech and the public good.

During this election season, we feel a duty to intensify our organization’s advocacy for a clean and fair campaign modeled on the principles of the PRSA Code of Ethics, which could help strengthen trust in the United States and its electoral process. As a result, we are launching a broad initiative to speak out publicly on this issue on a national level and locally through our 109 Chapters across the country. We need your help.

The use of innuendo, incomplete information, surrogate messaging and character attacks, whether in political discourse or other forms of commercial free speech, raises serious concerns for our organization and its 32,000 members, each of whom signs a pledge to the PRSA Code of Ethics. In fact, ethical practice is the most important obligation of PRSA membership, and we maintain that our obligations extend not only to those we represent, but also to the publics they serve. We view the code as a model for other professions, organizations and professionals, including political campaigns. Attached is a copy of the code for your use.

In defining ethical communications, the PRSA Code of Ethics sets out certain core principles that are particularly relevant in an election cycle, among them:  “Protecting and advancing the free flow of accurate and truthful information is essential to serving the public interest and contributing to informed decision making in a democratic society,” and “Open communication fosters informed decision making in a democratic society.”

Attached is a pledge to commit to the principles of the PRSA Code of Ethics. As PRSA rolls out its own campaign to speak publicly and vigorously on this issue, I personally encourage the John McCain 2008 campaign to commit to this pledge.

Working together, we could ratchet up interest, already evident in the communications community, in civil campaign discourse and a clean and fair campaign. Initiatives reflecting that interest include planned ethics sessions at the October PRSA 2008 International Conference in Detroit and PRSA’s “Clean & Fair Campaign 2008” Facebook group. We also would welcome your partnership in publicizing the bold step you are taking to break the cycle of “politics as usual.”

Thank you for your time and consideration. We look forward to your reply and the opportunity to work with you in advancing this effort.

PRSA Code of Ethics Pledge, as Presented to Presidential Campaigns

Special Pledge Created for Campaigns and Other Non-Members PRSA Code of Ethics Pledge — Non-MembersI pledge:

To subscribe to the principles and spirit of the PRSA Code of Ethics in the practice of professional communications, individually and collectively on behalf of the organizations, clients and publics served. In that context, I pledge:

To conduct professional responsibilities in line with code values of responsible advocacy, accuracy, truth, responsible use of specialized knowledge and experience, objectivity, accountability, loyalty and fairness;

To advance ethical communications practices and the free flow of accurate and truthful information, supporting fundamental rights of free speech and the public good, and adhering to the highest standards of accuracy and truth in communicating with the public;

To investigate the truthfulness and accuracy of information released, avoid deceptive practices, act promptly to correct erroneous communications, and reveal the sponsors for causes and interests represented;

To preserve and propel ethical communications principles that contribute to informed decision making in a democratic society and provide a voice in the marketplace of ideas, facts and viewpoints to aid informed public debate; and

To incorporate these values and principles of the PRSA Code of Ethics in the official communications policies of the organization or client served, adopting them as fundamental beliefs to guide individual and collective professional practice, behaviors and decision-making in support of ethical communications and the public good.

So far, neither campaign has signed the pledge. Do you think it was unrealistic – even idealistic – to think that politicians would agree to these terms? Would the PRSA Code of Ethics tie their hands? Does everyone just accept that half-truths, exaggerations and deception are part of every campaign?

Think about what you expect from your candidates and make your thoughts known to them. Write letters to the editor. Comment on their Web sites. If you think that it’s not too much to expect the truth and fair play from those running for the highest offices in the land, get involved.

The Buzz Factoree is a Hampton Roads, Virginia, boutique PR and marketing firm that helps businesses buzz their brand by discovering, writing and telling their stories. We use traditional and online PR and marketing strategies and tactics to help make our clients’ businesses more profitable. For more information, call (757)930-0032 or email gail.kent@thebuzzfactoree.com.