FIRST EXAM STUDY GUIDE:

PRSA Code of Ethics

• What were PRSA's three goals in adopting its Code of Professional Standards for the Practice of Public Relations? (See Gower, Page 13)
   
  
• In what three ways does the code adopted in 2000 differ from earlier versions? (See Gower, Page 14)
   
  
• Know and understand ALL SIX professional values.
  • What do they guide?
     
    
  • What are they vital to?
     
    
  • How are PR professionals supposed to serve the public interest?
     
    
  • Explain if it expects individual practitioners to self-regulate their conduct.
     
    
  • Explain if they contain a contradiction.
  
   
  
• Know ALL SIX core principles in the code of ethics. Know the intent of each and what members are expected to do. Be familiar with the examples of unethical conduct.
   
  
• Be able to explain which specific core principles Armstrong Williams and Ketchum seem to have violated?
   
  
• Do the core principles seem to resolve the apparent contradiction contained in the six professional values?
   
  
• Explain which classical, public relations and business theories of ethics the PRSA code seems to adopt. In other words, which ethical theories and approaches from our previous readings and discussions do you recognize in the PRSA code?
   
  
• How does the member pledge to act?
   
  

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