PRSA Code of Ethics - Utilitarian or Communitarian?

PRSA Code of Ethics – Utilitarian or Communitarian?


In the preamble of the of the PRSA Code of Ethic is the statement, “ Ethical practice is the most important obligation of a PRSA member,” which implies that a member should always do the right thing of all audiences even when no one is looking. This is a strong communitarian value and is tied to the principle of truth. If everyone behaves ethically at all times, it increases the chances that everyone’s needs will be meet or at the very least, they will be heard and will have the opportunity to for a reasonable compromise.

The advocacy section in the statement of professional values refers to “acting as responsible advocates for those we represent.” One can be an advocate for one’s client and one’s clients only, which can often times involved coerciveness toward other involved parties, and under those circumstance would definitely be considered utilitarian and would not be representative of the principle of good stewardship. However, the statement makes clear that advocacy is also about being responsible, which, if adhered to faithfully, should never involve any type of coerciveness. Additionally, an “informed public” that the statement refers to is the ideal state in two-way communication.

Adhering “to the highest standards of accuracy and truth” are always a communitarian value.

The statements about expertise – advancing the profession through continued professional development, research and education – generally describe goals that seem, on the surface, to be utilitarian and seem to primarily benefit those within the PR profession. However, those goals can have secondary benefits to others besides PR professionals and have certain aspects associated to the principle of stewardship and taking actions that have long term benefit.

Independence from those they represent has communitarian implications in that it sets the standard for PR professionals to be more than just utilitarian “yes men.”

The statement about loyalty is the one that seems to be the most contradictory and difficult to achieve and balance and can run counter to transparency and to the principle of truth. Being loyal in the corporate world is often associated with being closed-mouth. Being “faithful to those we represent” is utilitarian, yet “honoring our obligation to serve is communitarian and also implies a connection to the principle of justice.

Fairness in dealing with all parties and in respecting “all opinions” and supporting “the right of free speech” are strong communitarian values.

Another clause that seems to be contradictory and run counter to the openness and transparency that PRSA promotes is in the statement of professional values – specifically the clause about safeguarding confidentiality. Though one can easily understand why a business client would want certain aspects of its operations kept in confidence, this, too, is a difficult task to balance and has a utilitarian element to it.