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3. Stepping up our CPRS Professional Ethics Program

from CPRS

(version française) You’ve heard it said before — “Ethics matter.” This is no feeble attempt at persuasion. It’s what our CPRS members keep telling us.

Over half of CPRS members who responded to the 2019 Member Survey report that belonging to the CPRS adds credibility due to the code of professional standards and that setting professional standards and regulating the profession was the number one role of professional associations in the future. This undergirds the findings from the Future of CPRS 2017 survey, where 88% agreed (56% strongly) with the following element of the proposed CPRS Strategic Framework:

CPRS Members are seen as ethical professionals who adhere to and uphold a code of standards

In an era of fake news and alternative facts, the CPRS must do more than talk about ethical public relations; we must be THE champion for the public relations industry in Canada. While having a code of professional standards and a commitment to ethical PR is important, we must speak out in support of public relations, call out unethical PR practice, and demonstrate leadership through a clear disciplinary policy that is fully implemented. We must understand the public perceptions of our industry and develop plans to promote ethical public relations across Canada.

So, we agree that ethics matter. The CPRS has a Code of Professional Standards that we consent to through membership, as well as a Judicial and Ethics Committee. CPRS-Vancouver publishes the regular ethics blog — No Good Deed — edited by Deborah Folka APR, FCPRS, LM. But the CPRS has still an expanding role to play in elevating the profession and advocating for the ethical practice of public relations. Where do we go from here? more


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