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Adopted in 2011, the IPRA Code of Conduct is an affirmation of professional and ethical conduct by members of the International Public Relations Association and recommended to public relations practitioners worldwide.

In the conduct of public relations practitioners shall:

1 ObservanceObserve the principles of the UN Charter and the Universal Declaration of Human Rights;

2 IntegrityAct with honesty and integrity at all times so as to secure and retain the confidence of those with whom the practitioner comes into contact;

3 DialogueSeek to establish the moral, cultural and intellectual conditions for dialogue, and recognize the rights of all parties involved to state their case and express their views;

4 TransparencyBe open and transparent in declaring their name, organization and the interest they represent;

5 ConflictAvoid any professional conflicts of interest and to disclose such conflicts to affected parties when they occur;

6 ConfidentialityHonor confidential information provided to them;

7 AccuracyTake all reasonable steps to ensure the truth and accuracy of all information provided;

8 FalsehoodMake every effort to not intentionally disseminate false or misleading information, exercise proper care to avoid doing so unintentionally and correct any such act promptly;

9 DeceptionNot obtain information by deceptive or dishonest means;

10 DisclosureNot create or use any organization to serve an announced cause but which actually serves an undisclosed interest;

11 ProfitNot sell for profit to third parties copies of documents obtained from public authorities;

12 RemunerationWhilst providing professional services, not accept any form of payment in connection with those services from anyone other than the principal;

13 InducementNeither directly nor indirectly offer nor give any financial or other inducement to public representatives or the media, or other stakeholders;

14 InfluenceNeither propose nor undertake any action which would constitute an improper influence on public representatives, the media, or other stakeholders;

15 CompetitorsNot intentionally injure the professional reputation of another practitioner;

16 PoachingNot seek to secure another practitioner’s client by deceptive means;

17 EmploymentWhen employing personnel from public authorities or competitors take care to follow the rules and confidentiality requirements of those organizations;

18 ColleaguesObserve this Code with respect to fellow IPRA members and public relations practitioners worldwide.

IPRA members shall, in upholding this Code, agree to abide by and help enforce the disciplinary procedures of the International Public Relations Association in regard to any breach of this Code.

Credit: By kind permission of the International Public Relations Association. www.ipra.org IPRA — leading trust and ethics in global communication