McClellan Book Prompts National Public Relations Organization to Call for Government Reform and Candidate Code of Ethics

Business Wire,  June 2, 2008  

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Chief Executive Officer of Largest Public Relations Association Offers PRSA Code of Ethics as Model

NEW YORK -- In the wake of the recently published book by former presidential press secretary Scott McClellan, the world's largest organization for public relations professionals is calling for government reform and challenging the 2008 presidential candidates to adopt a communications policy engaging principles like those in the PRSA Code of Ethics.

Jeffrey Julin, APR, chair and chief executive officer of the 32,000-member Public Relations Society of America (PRSA) is speaking out, offering the PRSA Code of Ethics as a model. The Code guides professional behavior among public relations professionals and can provide a template for government officials, presidential candidates and others working in public relations/public affairs capacities to develop policies that avert future ethical challenges.

According to Julin, the McClellan book raises critical issues about the role of public relations professionals and ethical obligations. Under the PRSA Code of Ethics, professionals should:

* Investigate the truthfulness and accuracy of information released on behalf of the officials or management represented;

* Provide professional counsel on the inherent ethical requirements of the public trust;

* Confront officials or management if there is a suggestion of potential ethical violation; and,

* Evaluate employment status if, despite their efforts, they are placed in a coercive position to lie, mislead or obfuscate.

"Public relations professionals, including presidential spokespeople, armed with a Code of Ethics, must be part of the information-generating and policy-making team -- that is, they should have a seat at the table with senior officials or management to ensure open and transparent communications and to serve the public interest," said Julin. "Communications professionals can present the Code of Ethics as the basis for behavior by the officials, management or others they may represent."

PRSA Commentary

To discuss and expand on his recommendations, Julin is available for live, taped or phone appearances and interviews. The singular nature of the PRSA Code of Ethics and Julin's perspective on its currency make his commentary a critical component of any discussion on the ethical ramifications and challenges raised by the publication of the McClellan book. In addition to his position as the chair and chief executive officer of PRSA, Julin was a driving force behind the development of the PRSA Code of Ethics. A biography follows below.

To schedule interviews with Julin, contact Joe DeRupo at (212) 460-1495,/(917) 579-9223 (cell) or joseph.derupo@prsa.org.

PRSA Code of Ethics

The PRSA Code of Ethics is a unique set of principles that has become the industry standard for ethical practice by communications professionals in the private and public sectors. Developed and maintained by the PRSA Board of Ethics and Professional Standards, the Code is designed to guide professional communicators as they carry out their ethical responsibilities in their professional lives, and is a living document designed to anticipate and accommodate ethical challenges that may arise. For more information on the PRSA Board of Ethics and Professional Standards, click here.

Among provisions of the PRSA Code of Ethics directly in play in the current discussion are the following:

* 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.

* Immediately advise an appropriate authority if a member discovers that confidential information is being divulged by an employee of a client company or organization.

* Avoid deceptive practices.

About the Public Relations Society of America (PRSA)

The Public Relations Society of America, headquartered in New York City, is the world's largest organization for public relations professionals with nearly 32,000 professional and student members. PRSA is organized into 109 Chapters and 10 Districts nationwide, and 20 Professional Interest Sections and Affinity Groups, which represent business and industry, counseling firms, independent practitioners, military, government, associations, hospitals, schools, professional services firms and nonprofit organizations. The Public Relations Student Society of America (PRSSA) has 296 Chapters at colleges and universities throughout the United States, and one Chapter in Argentina.

Jeffrey Julin, APR

Chair and Chief Executive Officer, PRSA

Jeffrey Julin, APR, is chair and chief executive officer of the Public Relations Society of America (PRSA). The world's largest organization of public relations professionals, PRSA has nearly 32,000 members across all industry sectors, including business, education, government, military, association, nonprofit, agency and consulting.

A PRSA National Board of Directors member since 2002, Julin played a key role in driving the Society's efforts in strategic planning, public relations ethics and communications advocacy. As chair and CEO, Julin will spearhead implementation of the PRSA strategic plan aimed at maximizing member value. He was instrumental in developing the plan, having previously served as chair-elect, secretary and treasurer. Julin also played a fundamental role in developing the current PRSA Code of Ethics, served on the PRSA Board of Ethics and was a founding member of the PRSA Advocacy Committee.