Tham khảo tài liệu 'public relations guide to the basics_6', kinh doanh - tiếp thị, pr-truyền thông phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Appendix 1 Responsibility for upholding the Code and the principles it embodies does not apply solely to members own behaviour The member has a duty of care to his or her client and his or her employer which includes the influence that he or she can exercise over others especially members of their staff their colleagues and fellow members. A member shall not . Professionally engage in any practice or be seen to conduct him- or herself in any manner detrimental to the reputation of the Institute or the reputation and interests of the public relations profession. This is a catch-all clause. If for example a member is seen to be drunk or found to be dishonest such behaviour may be detrimental to the Institute or the public relations profession. Whether such behaviour is actually in breach of this clause would have to be judged on the particular circumstances of the case. Conduct concerning the public the media and other professionals A member shall . Conduct his or her professional activities with proper regard to the public interest. Emphasises the importance of responsible behaviour by public relations practitioners. The public interest is not easy to define a product may be in the interests of one section of the public but contrary to the interests of another. The code calls for a responsible and reasonable attitude to all sections of the public. . Have a positive duty at all times to respect the truth and shall not disseminate false or misleading information knowingly or recklessly and take proper care to check all information prior to its dissemination. It is worth emphasising that this clause applies whether the member is an employer or an employee. . Have a duty to ensure that the actual interest or likely conflict of interest of any organisation with which he or she may be professionally concerned is adequately declared. 107 Appendix 1 A member representing a client or employer must make the client s interest known when making representations and .
