Code of Ethics
Declaration of Principles
Public relations professionals accredited through the Universal Accreditation process base their
professional principles on the fundamental value and dignity of the individual, holding that the free
exercise of human rights, especially freedom of speech, freedom of assembly, and freedom of the press,
is essential to the practice of public relations.
In serving the interest of clients and employers, we dedicate ourselves to the goals of better
communication, understanding and cooperation among the diverse individuals, groups and institutions of
society, and of equal opportunity of employment in the public relations profession.
We pledge:
To conduct ourselves professionally, with truth, accuracy, fairness and responsibility in the public;
To improve our individual competence and advance the knowledge and proficiency of the profession
through continuing research and education;
To strictly adhere to the articles of the Universal Code of Professional Standards for the Practice of
Public Relations as adopted by the participating organizations of the Universal Accreditation Program.
Universal Code of Professional Standards for the Practice of Public Relations
These articles have been adopted to promote and maintain high standards of public service and ethical
conduct among accredited members.
1. A member shall conduct his or her professional life in accord with the public interest.
2. A member shall exemplify high standards of honesty and integrity while carrying out dual
obligations to a client or employer and to the democratic process.
3. A member shall deal fairly with the public, with past or present clients or employers and with
fellow practitioners, giving due respect to the ideal of free inquiry and to the opinions of others.
4. A member shall adhere to the highest standards of accuracy and truth, avoiding extravagant claims
or unfair comparisons and giving credit for ideas and words borrowed from others.
5. A member shall not knowingly disseminate false or misleading information and shall act promptly
to correct erroneous communications for which he or she is responsible.
6. A member shall not engage in any practice that has the purpose of corrupting the integrity of
channels of communication or the processes of government.
7. A member shall be prepared to identify publicly the name of the client or employer on whose
behalf any public communication is made.
8. A member shall not use any individual or organization professing to serve or represent an announced
cause, or professing to be independent or unbiased but actually serving another or undisclosed
interest.
9. A member shall not guarantee the achievement of specified results beyond the member's
direct control.
10. A member shall not represent conflicting or competing interests without the express consent of
those concerned, given after a full disclosure of the facts.
11. A member shall not place himself or herself in a position where the member's personal interest is
or may be in conflict with an obligation to an employer or client, or other, without full disclosure of
such interest to al involved.
12. A member shall not accept fees, commissions, gifts or any other consideration from anyone
except clients or employers for whom services are performed without their express consent, given after
full disclosure of the facts.
13. A member shall scrupulously safeguard the confidences and privacy rights of present, former
and prospective clients or employers.
14. A member shall not intentionally damage the professional reputation or practice of another
practitioner.