Ethical Guidelines & Standards
Our mission is to help leaders create more valued and valuable firms. We serve as passionate advocates for the growing power of the industry and champion adherence to the highest ethical standards to protect our firms and the clients they serve.
Our Commitment to Ethical Standards
All PR Council member firms sign our Code of Ethics, which establishes broad and enduring principles for integrity and responsibility in public relations.
Ethical Guidelines for Digital Communications
These digital-age guidelines address the profound shifts in how information is created, shared, and perceived—changes that continue to accelerate. From the rise of AI-generated content to the challenges of misinformation and responsible data use, PR professionals must navigate an increasingly complex landscape while maintaining trust and ethical standards. These guidelines provide a framework for addressing these challenges, offering actionable steps such as conducting audits, updating policies, and training staff on ethical digital practices.
Ethical Guidelines for Generative AI
Since the PR Council’s initial publication of the guidelines in April 2023, the landscape of generative AI in the communications industry has evolved significantly, with some firms moving from cautious experimentation to tactical implementation and even strategic adoption. Recognizing this, the PR Council has revised its guidelines to include an overview of the current state of AI, common use cases across agencies and guidance on disclosure to clients, employee training and more.
Guideline Contributors
The ethics and standards task force is led by Anne Green, CEO of G&S Integrated Marketing Communications Group and Mark McClennan, General Manager of C+C and Ethical Voices podcast creator.
Digital Communication Guideline Contributors: Rob Davis, James Donnelly, Greg Matusky, Catharine Montgomery, Jacob Porpossian, KayAnn Schoeneman and Justin Williams.
Generative AI Guideline Contributors: Kevin Dulaney, Naria Frazer, Rachel Hadley, Jenna Kantrowitz, Megan Kessler, Greg Matusky, KayAnn Schoeneman, Tejas Totade, Natasha Vuppuluri, Carol Watson and Brooke Worden.
The guidelines were reviewed by Davis+Gilbert LLP: Michael Lasky, Andrew Richman and Samantha Rothaus.
Download the Guidelines