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As a member of the Public Relations Council of Alabama and the Southern Public Relations Federation, I subscribe to the belief that inherent in the practice of public relations is the obligation of a public trust which requires fulfillment of the following principles:
A member shall conduct his or her professional life in accord with the public interest.
A member shall exemplify high standards of honesty and integrity while carrying out dual obligations to a client or employer and to the democratic process.
A member shall deal fairly with the public, with past or present clients or employers and with fellow practitioners, giving due respect to the ideal of free inquiry and to the opinions of others.
A member shall adhere to the highest standards of accuracy and truth, avoiding extravagant claims or unfair comparisons and giving credit for ideas and words borrowed from others.
A member shall not knowingly disseminate false or misleading information and shall act proptly to correct erroneous communications for which he or she is responsible.
A member shall not engage in any practice which has the purpose of corrupting the integrity of channels of communications or the processes of government.
A member shall be prepared to identify publicly the name of the client or employer on whose behalf any public communication is made.
A member shall not use any individual or organization professing to serve or represent an announced cause, or professing to be independent or unbiased, but actually serving another or undisclosed interest.
A member shall not guarantee the achievement of specified results beyond the member’s direct control.
A member shall not represent conflicting or competing interests without the express consent of those concerned, given after a full disclosure of the facts.
A member shall not place himself or herself in a position where the member’s personal interest is or may be in conflict with an obligation to an employer or client, or others, without full disclosure of such interests to all involved.