Ethics, Values and Elevator Pitches Workshop Recap

By Kayla Milligan

How can you include ethics and values into a public relations career or any career?

PRSA Professional Values

1. Advocacy

• We serve the public interest by acting as responsible advocates for those we represent. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate.

2. Expertise

• We acquire and responsibly use specialized knowledge and experience. We advance the profession through continued professional development, research, and education. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences.

3. Independence

• We provide objective counsel to those we represent. We are accountable for our actions.

4. Loyalty

• We are faithful to those we represent, while honoring our obligation to serve the public interest.

5. Fairness

• We deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. We respect all opinions and support the right of free expression.

6. Honesty

• We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.

PRSA Ethical Principles

1. Enhancing the Profession

• To build respect and credibility with the public for the profession of public relations.

• To improve, adapt and expand professional practices.

2. Conflicts of Interest

• To earn trust and mutual respect with clients or employers.

• To build trust with the public by avoiding or ending situations that put one’s personal or professional interests in conflict with society’s interests.

3. Safeguarding Confidences

• To protect the privacy rights of clients, organizations, and individuals by safeguarding confidential information.

4. Competition

• To promote respect and fair competition among public relations professionals.

• To serve the public interest by providing the widest choice of practitioner options.

5. Disclosure of Information

• To build trust with the public by revealing all information needed for responsible decision making.

6. Free Flow of Information

• To maintain the integrity of relationships with the media, government officials, and the public.

• To aid informed decision-making.

How to put your values to good use as a professional!

• Use case studies as examples for public relations decision-making.

• Select ethical principles to guide your decision making process.

Values & Elevator Pitches

• Pick one of your values that is most relevant to your career.

• Formulate an elevator pitch with your guiding values.

• Have more than one elevator pitch prepared for interviews or career fairs.