Every PR professional will run into conflicts of interest. Some are straightforward and have clear guidance due to laws. Others are a bit murkier.
PRSA’s Code of Ethics calls on all professionals to be cognizant in:
“Avoiding real, potential or perceived conflicts of interest builds the trust of clients, employers, and the publics.”
The Intent is to earn trust and mutual respect with clients or employers, and 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.
Guidelines include:
Act in the best interests of the client or employer, even subordinating the member’s personal interests.
Avoid actions and circumstances ...
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