INTERNATIONAL: PR bodies unite to forge ethics code for entire industry

MILAN: PR bodies across the globe have joined forces to launch an international code of ethics, designed to raise standards across the industry worldwide.

The Global Alliance - which comprises PR associations such as the Public Relations Society of America, The Canadian Public Relations Society (CPRS) and the IPR - has launched an initial protocol for a code, to be completed by 2005.

A team of experts, led by Alliance chair-elect and fellow of the CPRS Jean Valin, has developed the protocol over the last four years.

Alliance secretary-general Colin Farrington said that the code will not replace existing codes of conduct, but will instead act as an 'umbrella protocol'.

The Alliance, which is chaired by Milan-based Italian PR Federation head Toni Muzi Falconi, is also launching a virtual ethics forum, led by a panel of experts to provide advice on ethical problems.

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