World PR Festival launches ethical conduct protocol

A global code of ethical conduct for the PR industry was unveiled last week at the World Public Relations Festival in Rome.

The Ethics Protocol was drafted by the 40 international member associations of the Global Alliance, including the UK’s IPR and US professional body PRSA.

The code, which is based on the common ‘building blocks’ of existing national codes of conduct, commits members to responsible advocacy, high standards of accuracy and integrity and continued professional development.

From December 2005 adoption of the code itself, or proof that a national association’s code meets the minimum standards laid out in it, will become a condition of membership of the Global Alliance.

The Global Alliance has, however, left it to the national associations to decide how to enforce the protocol, with some members rejecting, and others favouring, the application of punitive and public sanctions against errant individuals.

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