PRSA Responds to FEMA News Conference Incident Offering Its Code of Ethics as Model for Conduct and Best Practices

Business Wire, Oct 29, 2007

NEW YORK -- To prevent deceptive practices and to advocate for honest and accurate communications, the 32,000-member Public Relations Society of America (PRSA) put forward its Code of Ethics today to address issues raised by the October 23 news conference where Federal Emergency Management Agency (FEMA) employees appeared to pose as reporters. PRSA, the world's largest organization for public relations professionals and students, outlined its PRSA Code of Ethics, a unique set of principles that has become the industry standard for ethical practice by communications professionals in the private and public sectors. The Code is developed and maintained by the PRSA Board of Ethics and Professional Standards.

To help FEMA implement its stated response to the Oct. 23 incident, PRSA recommends that the agency engage the PRSA Code of Ethics as a guide to review the current incident, prevent future errors in judgment and restore public confidence. PRSA is also volunteering the assistance of PRSA leaders in establishing new FEMA standards.

One key provision of the PRSA Code of Ethics advises members to act promptly to avoid deceptive practices. By virtue of that provision, PRSA supports the decision announced Friday by FEMA Deputy Administrator and Chief Operating Officer Harvey E. Johnson, Jr., to review all agency press procedures, and PRSA applauds the rapid and forthright statement of Secretary of Homeland Security Alan Chertoff in his disapproval of the Oct. 23 incident.

PRSA Code of Ethics
PRSA's Code (http://www.prsa.org/aboutUs/ethics/preamble_en.html)
requires that a member:
-- Be honest and accurate in all communications.
-- Act promptly to correct erroneous communications.
-- Investigate the truthfulness and accuracy of information
released on behalf of those represented.
-- Reveal the sponsors for causes and interests represented.
-- Avoid deceptive practices.
-- Preserve the integrity of the process of communication.

For more information on the PRSA Board of Ethics and Professional
Standards, see
http://www.prsa.org/aboutUs/ethics/index.html?WT.ac=ABOUT_EthicsTopNav

PRSA Commentary

To convey and detail PRSA's recommendations, its national Chair and CEO Rhoda Weiss, APR, Fellow PRSA, is available for live/taped/phone appearances and interviews. A biography is attached.

"The credibility of the public relations profession and every practitioner who provides public information depends upon open and honest communication," Weiss said. "Strong ethics is the central touchstone that guides public relations professionals every day in how we advise management leaders to communicate. We encourage FEMA and all government agencies to adopt the PRSA Code of Ethics, and PRSA offers its assistance in order to establish effective guidelines quickly. PRSA looks forward to working with FEMA, the government and other agencies and organizations in helping craft and implement comprehensive ethical policies and standards going forward."

EXECUTIVE BIO: Rhoda Weiss, National Chair & Chief Executive Officer
Public Relations Society of America

Rhoda Weiss, APR, Fellow PRSA, is national chair and CEO of the Public Relations Society of America (PRSA). With 32,000 members, PRSA is the world's largest organization of public relations professionals representing business, education, government, the military, associations, non-profits, agencies, consulting firms and all other economic and industry sectors.

For more than 30 years, Ms. Weiss has been a nationally recognized health care executive and multiple-award winning public relations and marketing leader. A prolific speaker and author, she has traveled more than 6 million miles speaking and consulting to 700 organizations in 49 states and abroad. Author of more than 300 journal articles and a book, "Managing Health Care Reform: Ideas for Leaders," Ms. Weiss is a former Kellogg Foundation Fellow and has taught public relations, marketing and fund raising at UCLA Extension for 23 years.

She was awarded National Lifetime Achievement Awards for her contributions to the fields of public relations, marketing, strategy, health care and leadership from the American Hospital Association Society for Healthcare Strategy and Market Development and PRSA Health Academy, was named Woman of the Year by Women in Health Administration and received the U.S. Public Health Lecturer Award for "open, honest communications about issues affecting the health of the U.S. and abroad." In summer 2007, Ms. Weiss received a UCLA Extension Distinguished Faculty Award. Ms. Weiss has been a columnist for Health Progress Magazine, Strategic Health Care Marketing and Health Services Marketing and has been quoted widely in national publications, including the New York Times, Wall Street Journal, the Associated Press, CNN, Los Angeles Times, Washington Times, Florida Today, Los Angeles Business Journal, Baltimore Sun and numerous other media.

In addition to her leadership at PRSA, Ms. Weiss is founding president of the Society for Healthcare Strategy and Market Development and past president of Women in Health Administration and Healthcare Marketing and Public Relations Association. She earned a bachelor's degree in journalism from Michigan State University, where she presented the class valedictory address and recently was named an outstanding alumna; a master's degree in psychology from Antioch University and completed studies in the Western Network for Health Care Executives at University of California, Berkeley, and also at University of Michigan, where she co-chaired the Executive Leadership Institute. She is a doctoral candidate in the Antioch University Ph.D. Program in Leadership and Change. She judged the Marriott Service Excellence Awards and earned more than 300 communications honors.