Professional Standards Advisory PS-7 (October 2006)

TO: Members of the Public Relations Society of America

FROM: PRSA Board of Directors - PRSA Board of Ethics and Professional Standards

RE: Professional Standards Advisory PSA-3 Fall 2006  revision– Deceptive Practices by "Front" Groups and individuals using Blogs, Viral Marketing and anonymous Internet postings. 

All PRSA members pledge adherence to the Society's Member Code of Ethics. As issues arise relating to the practice of public relations, the Board of Ethics and Professional Standards (BEPS) is charged with providing guidance on such issues within the framework of the Code provisions. The PRSA Board of Directors then provides these guidelines through professional standards advisories. The PRSA Member Code of Ethics may be found online at www.prsa.org.

ISSUE: Representation of front groups and individuals using Blogs, Viral Marketing, and anonymous Internet postingswith undisclosed sponsorships and/or deceptive or misleading descriptions of goals, causes, tactics, sponsors or participants.
(Note: The term “Astroturfing” is often associated with unethical front group activities.  Because Astroturf is a registered trademark, it is recommended that the term “Front Group” be used.)

BACKGROUND:  A variety of organizations - known as "front" groups – as well as individuals have surfaced on behalf of issues and products blindly sponsored by industries and organizations. PRSA members are reminded of the PRSA Code provision, "Disclosure of Information," that is based on the premise that open communication is essential for informed decision-making in a democratic society. The provision states that a member shall:

• Be honest and accurate in all communication.
• Act promptly to correct erroneous communication for which the member is responsible.
• Investigate the truthfulness and accuracy of information released on behalf of those represented.
• Reveal the sponsors for causes and interests represented.
• Disclose financial interest such as stock ownership of the client organization, past client work or affiliation
• Avoid deceptive practices.
• Disclose or help expose deceptive practices where possible

RELEVANT SECTIONS OF THE PRSA CODE: At least three Code provisions and three professional values relate to this issue. They are:
Code provisions
Free Flow of Information. Protecting and advancing the free flow of accurate and truthful information is essential to serving the public interest and contributing to informed decision making in a democratic society.
Conflicts of Interest. Avoiding real, potential or perceived conflicts of interest builds the trust of clients, employers and the publics.
Enhancing the Profession. Public relations professionals work constantly to strengthen the public's trust in the profession.
Professional Values

• Honesty. We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.
• Fairness. We deal fairly with clients, employers, competitors, peers, vendors, the media and the general public.
• Advocacy. We serve the public interest by acting as responsible advocates for those we represent. We provide a voice in the marketplace of ideas, facts and viewpoints to aid informed public debate.

EXAMPLES: (Hypothetical examples provided to help in the front group recognition process.)

• Citizens for Tougher Tobacco Laws* (committed to passing legislation in every state that pre-empts all local smoking legislation resulting in lighter state standards)
• Citizens for Justice in the Workplace* (advocacy group committed to a raise in the minimum wage)
• National Association for Good, Honest, Liberal Politicians* (committed to the defeat of conservative elected officials)
• Coalition for Better Food* (sponsored by farm interests dedicated to softening legislation on feed lot pollution)
• National Association for School Safety*(gun control advocacy group)
• Automotive Safety Advocates* (coalition of auto parts manufacturers lobbying to lessen regulation on auto repairs at the state level nationwide)
• Sustainable Earth* (coalition of business organizations and interests committed to fighting tougher environmental legislation)
• Coalition for Feminine Rights * (advocacy group to defeat the pro-life agenda.)
• PEACE People Everywhere Against Coercive Education* (religious organizations committed to getting prayer into schools)

*Hypothetical organization
RECOMMENDED PRACTICE: PRSA members should recognize that assisting front groups and individuals that represent undisclosed sponsorships and/or deceptive or misleading descriptions of goals, causes, tactics, sponsors or participants constitutes improper conduct under the PRSA Member Code of Ethics and should be avoided.