International Code of
Ethics (Code of Athens)
Author: Lucien Matrat, France
Adopted in Athens, May 1965 by CERP and IPRA
CONSIDERING that all Member countries of the United Nations
Organisation have agreed to abide by its Charter which reaffirms "its
faith in fundamental human rights, in the dignity and worth of the human
person" and that having regard to the very nature of the profession,
Public Relations practitioners in these countries should undertake to
ascertain and observe the principles set out in this Charter;
CONSIDERING that, apart from "rights", human beings have not
only physical or material needs but also intellectual, moral and social
needs, and that their rights are of real benefit to them only insofar as
these needs are essentially met;
CONSIDERING that, in the course of their professional duties and
depending on how these duties are performed, Public Relations
practitioners can substantially help to meet these intellectual, moral and
social needs;
And lastly, CONSIDERING that the use of the techniques enabling them to
come simultaneously into contact with millions of people gives Public
Relations practitioners a power that has to be restrained by the
observance of a strict moral code.
On all these grounds, all members of the International Public Relations
Association agree to abide by this International Code of Ethics, and that
if, in the light of evidence submitted to the Council, a member should be
found to have infringed this Code in the course of his/her professional
duties, he/she will be deemed to be guilty of serious misconduct calling
for an appropriate penalty.
Accordingly, each member:
SHALL ENDEAVOUR
1. To contribute to the achievement of the moral and cultural
conditions enabling human beings to reach their full stature and enjoy the
indefeasible rights to which they are entitled under the "Universal
declaration of Human Rights";
2. To establish communications patterns and channels which, by
fostering the free flow of essential information, will make each member of
the group feel that he/she is being kept informed, and also give him/her
an awareness of his/her own personal involvement and responsibility, and
of his/ her solidarity with other members;
3. To conduct himself/herself always and in all circumstances in such a
manner as to deserve and secure the confidence of those with whom he/she
comes into contact;
4. To bear in mind that, because of the relationship between his/her
profession and the public, his/her conduct - even in private - will have
an impact on the way in which the profession as a whole is appraised;
SHALL UNDERTAKE
5. To observe in his/her professional duties, the moral principles and
rules of the "Universal Declaration of Human Rights";
6. To pay due regard to, and uphold human dignity and to recognise the
right of each individual to judge for himself/herself;
7. To establish the moral, psychological and intellectual conditions
for dialogue in its true sense, and to recognise the rights of these
parties involved to state their case and express their views;
8. To act, in all circumstances, in such a manner as to take account of
the respective interests of the parties involved; both the interests of
the orga- nisation which he/she serves and the interests of the publics
concerned;
9. To carry out his/her undertakings and commitments which shall always
be so worded as to avoid any misunderstanding, and to show loyalty and
integrity in all circumstances so as to keep the confidence or his/her
clients or employers, past or present, and all of the publics that are
affected by his/her actions;
SHALL REFRAIN FROM
10. Subordinating the truth to other requirements;
11. Circulating information which is not based on established and
ascertainable facts;
12. Taking part in any venture or undertaking which is unethical or
dishonest or capable of impairing human dignity or integrity;
13. Using any "manipulative" methods or techniques designed
to create subconscious motivations which the individual cannot control of
his/her own free will and so cannot be held accountable for the action
taken on them.
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