While engaging in the practice of the public relations profession, we incorporate the core values* of the Public Relations Society of America (PRSA):

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.

• We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.

• We acquire and responsibly use specialized knowledge and experience.
• We advance the profession through continued professional development, research, and education.
• We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences.

• We provide objective counsel to those we represent.
• We are accountable for our actions.

• We are faithful to those we represent, while honoring our obligation to serve the public interest.

• We deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public.
• We respect all opinions and support the right of free expression.