7 February 2018
The current crisis in trust is diminishing the ability for institutions, governments and organisations to operate effectively in society. Fake news and an inappropiate use of automated communications in particular, erode trust and reputations in our institutions.
To counteract this and take a leading position on the global practice of public relations, several professional associations met in Madrid to explore possible enhancements to their codes of ethics that, as a whole, guide hundreds of thousands of professionals around the world.
The African Public Relations Association and Public Relations Institute of Ireland (APRA) were represented by Justin Green, FPRII(Life) Global Ambassador and Vice President, respectively.
Participants in this global discussion on codes of ethics agreed to explore ways to enhance and elevate public relations´ reputation as the guardian of trust through the enhancement of codes of ethics and an agreement on an overarching set of principles to guide the profession.
Through a collaborative effort, participants agreed to work on raising the standards for the public relations profession on a global scale.
A task force of the organisations involved will examine in detail the building blocks that currently exist in how practitioners should practice public relations. They believe there is value in having a single set of principles and behaviours that everyone can promote. This will not replace existing individual association codes but will provide an agreement on an overarching set of principles.
Participants recognise the need to launch a campaign around the importance of a trustworthy practice of public relations while also examining current codes.
Participants and representatives: