In order to promote and enhance the overall professional quality of the industry, the Association adopts the following Code of Professional Standards for its members to observe:
- A member shall attempt to work in accord with the public interest;
- A member shall adhere to highest ethical standards of accuracy and truth, avoiding the dissemination of misleading or false information;
- A member shall be obligated to keep commercial confidentialities of his or her present and past employers;
- A member shall not serve two organizations which have a conflict of interest, unless there is proper disclosure and permission from both parties;
- A member shall behave ethically and in good faith and shall not deliberately disparage the professional integrity or reputation of any fellow practitioners, whether working for a public or private sector organization or client;
- A member who is a public relations consultant shall not intentionally entice other member’s current clients, unless with prior mutual agreement that it will not lead to any conflict of interest;
- A member shall not intentionally damage the professional reputation or practice of another practitioner;
- If a member has evidence that another member has been guilty of unethical, illegal, or unfair practices, including those in violation of this Code, the member should report the case to the Executive Committee for appropriate action, such as admonition;
- All members have the obligation to observe the Code of Professional Standards and support the Executive Committee in the enforcement of the Code.