The world’s leading association of public relations practitioners IPRA has launched a new, eighteen point Code of Conduct unveiled for the first time in Arabic and English versions at the International Public Relations Gulf Chapter’s 2nd International Conference in Abu Dhabi.
Speaking at the launch, IPRA’s 2011 Global President, Richard Linning, said that the Code meant nothing unless individual public relations practitioners had the moral courage to say ‘No!’ when asked to undertake work which breached any of its points which dealt with integrity, transparency, accuracy, deception and exerting improper or undue influence on public officials, the media or other stakeholders.
«IPRA wants this Code to be the standard for public relations practitioners worldwide. The Code is admittedly aspirational, but that is no reason for not striving to achieve its high standards,» noted IPRA Global President Richard Linning.
Sharing opinions of his colleagues, IPRA member Valentyn Korolko, president of Mainstream Communication & Consulting, emphasized that "This Code is consolidated, having united provisions of Venetian (1961), Athenian (1965) and Brussels (2007) IPRA Codes. It no longer contains repetitions that occurred in previous normative documents, thus causing some confusion. Besides, the first two codes, as you can see, were created about 50 years ago and their certain provisions are out-of-date. The new code considers modern conditions of PR specialists’ communication work that pose new challenges to their professionalism and ethics of conduct. The consolidated code is recommended above all to members of International Public Relations Association, as well as to PR professionals all over the world, dedicated to the best practice in the sphere of public relations. Certainly, every public relations practitioner who is not a member of any particular international or national professional PR organization has a right to make his/her own choice. This is what IPRA emphasizes, referring to the Article 19 of the Universal Declaration of Human Rights (1948). Nevertheless, everyone who lists himself as a PR professional should remember about the social responsibility. I believe that these rules of professional and ethical conduct, approved in the form of the Code, represent the optimum set of provisions (a kind of commandments), which in general reflect the essence of social responsibility of every honest public relations practitioner.
The Code can be downloaded in 23 languages from http://www.ipra.org/detail.asp?articleid=31