Integrity

Setting the CIPR Code of Conduct in context

The landscape in which we operate as PR practitioners is continually evolving, and in recent years has changed at a dizzying pace - driven by advances in technology, the constant flow of information and broader societal changes. To help navigate this intricate landscape with integrity, PR professionals require a steadfast ethical compass.

The CIPR Integrity guide provides a framework for responsible and ethical practice. As the world changes, the CIPR will continue to provide guidance on the emerging ethical considerations we all face.

This latest update recognizes the fundamental role of Equity, Diversity and Inclusion (EDI) in ethical PR practices.

There is also a focus on best practice in the growing use of Artificial Intelligence (AI) in content creation and decision-making. The updates advocate transparency by mandating the disclosure of AI use, ensuring that PR practitioners are held accountable for the content they produce or disseminate, regardless of its origin.

It also emphasises the importance of verifying AI-generated information and content, underscoring the responsibility of PR professionals in maintaining accuracy and combating mis- and dis-information.

These updates encourage PR practitioners to prioritise accuracy and truthfulness in their communications, maintaining the integrity of the profession.

The updates also recognise the importance of transparency in lobbying activities. The updates direct readers to the CIPR’s guide to Professional Lobbying for further information on lobbying standards and the Code of Conduct. This move underscores the commitment to ethical conduct and open communication in public affairs.

Why does the CIPR have a Code of Conduct?

Professions are generally defined by their specialist knowledge, gained through education, experience and personal development. Some professions, such as law and medicine, have barriers to entry and legally prescribed standards. but the underpinning notion of a set of common standards of professional conduct is fundamental to all professions.

The Royal Charter awarded to the CIPR in 2005 states the primary objective as “to promote for the public benefit high levels of skill, knowledge, competence, and standards of practice and professional conduct on the part of public relations practitioners.”

By-law 12 requires members to exercise their professional skill and judgement with integrity. By-law two binds all members to a code of conduct which it is the responsibility of the Board of Directors to decide upon. The Charter Regulations set out how possible breaches of the code should be investigated and, if appropriate, punished.

This recognises the CIPR as a regulator of the professional conduct of its members. By joining the CIPR, members make a positive choice to be regulated. Because the CIPR is a member-led professional body, public relations is a self-regulating profession.

The benefit of regulation

The CIPR Code of Conduct offers value at multiple levels:

To members, it signals professionalism and accountability. It should make them more valuable to their clients or employers than practitioners who are not members.
To clients/employers, it is reassurance that their contractor or employee upholds published standards of conduct and can be held accountable for them by an independent authority.
To the profession, the CIPR code of conduct provides an important standard by which expectations can be established and shared and a point of difference with other professions such as marketing, which set their own professional standards.
For the stakeholders in public relations, it provides a substantial basis for the claim that it is a profession.

Professionalism and the Code of Conduct

The CIPR broadly interprets “professionalism” as signifying technical and ethical competence on the part of the individual practitioner. Technical competence is the ability of PR practitioners to apply appropriate skills and knowledge in pursuit of the objectives of their clients or employers. Ethical competence goes further and requires practitioners to apply their technical competence in a manner that complies with professional ethics. The CIPR Code of Conduct provides the basis for making those ethical judgements day-by-day. Members are expected to know and understand the standard of professional conduct set out in the code – and the consequences of failing to meet those expectations. This is why ethics is a central component in the assessment of Chartered Public Relations Practitioners. All CIPR members are bound by the code of conduct; Chartered Practitioners have additionally been assessed for their knowledge, skill and experience of making ethical judgements in a professional context. According to the Professional Associations Research Network (PARN) ethical competence is “a key distinguisher between simply having skills and having a true sense of professionalism.”

Professional ethics and personal choices

As a professional, you are expected to make informed ethical decisions. It would be unprofessional (incompetent) to claim that you were ignorant of the standards that govern your profession. The implication of making an informed decision is that you have considered the Code of Conduct and decided on a course of action that is consistent with it. If you judge that a course of action would be unethical, you should not carry it out. Further, you should not allow it to be carried out without first making a positive effort to prevent it. The Code of Conduct holds you personally responsible for the actions of colleagues, subordinates, business partners or subcontractors who answer to you (whether or not they are themselves members of the CIPR).

This has two implications

1. It may mean speaking out, which can be difficult, particularly at the start of your career or if you feel vulnerable (your client or employer may threaten to take action against you). Speaking out does not necessarily mean becoming a whistle-blower in the press or issuing your resignation (though you may decide to do either or both of these things, in extreme circumstances), but it also does not mean doing just enough to give the impression of having taken action.

2. It may mean standing by your own professional judgement in the face of differing views from other professionals. Lawyers, for example, may advise saying as little as possible where a PR practitioner would recommend greater openness. If you think they are wrong, you must say so and act accordingly. As a professional, you are considered capable of weighing evidence, opinions and experience in order to form a judgement – and you have a duty to do so. Deferring to others is not a default: it is a decision, and it is up to you to make it.

In both of these instances, be firm, and be clear in your judgement and the basis upon which you have made it. Refer to the Code of Conduct, state your professional judgement and, if the objective itself is not unethical, advise alternative ethical courses of action. Rarely are situations straightforward in professional ethics and there are always going to be grey areas. The CIPR can offer advice to you or anyone concerned about the ethics of a decision being made in public relations.

Ethics hotline

If you are concerned about any action you are being asked to take, have any questions or even if you are concerned that you may be at risk of a complaint being made against you, the CIPR Ethics Hotline can advise you. The hotline is open from Monday to Friday from 09:00 until 17:00 (GMT). Call +44 (0)20 7631 6944.

The CIPR Code of Conduct

All members of the CIPR are bound by the Code of Conduct. They make the commitment on joining and renew this annually when they renew their membership. Under the principles of the Code, members of the Chartered Institute of Public Relations agree to:

Maintain the highest standards of professional endeavour, integrity, confidentiality, financial propriety and personal conduct;
Deal honestly and fairly in business with employers, employees, clients, fellow professionals, other professions and the public;
Respect, in their dealings with other people, the legal and regulatory frameworks and codes of all countries where they practise;
Uphold the reputation of, and do nothing that would bring into disrepute, the public relations profession or the Chartered Institute of Public Relations;
Respect and abide by this Code and related Notes of Guidance issued by the Chartered Institute of Public Relations and ensure that others who are accountable
to them (e.g. subordinates and sub-contractors) do the same;
Encourage professional training and development among members of the profession in order to raise and maintain professional standards generally.
View the Code of Conduct in the context of current best practices in equity, diversity and inclusion, always being mindful of the injustices that many equity-seeking groups face now and have faced in the past.

Interpreting the Code: Principles of Good Practice

At the heart of the Code of Conduct are four Principles of Good Practice: Integrity, Competence, Transparency, Confidentiality

Integrity

Principle: Be honest, clear and straightforward in all dealings at all times.

What the code means as a minimum standard:

1. Illegal or misleading activity
Members must not be party to any activity:
a. where the intention or effect may be to mislead,
b. where the activity is illegal or contrary to this or any other relevant regulation or Code of Conduct.

They must not act for a client/employer who, after the member has made their best efforts to dissuade them, intends or continues to act in a manner intended to mislead, is illegal or contrary to relevant regulations or codes.

2. Accuracy
Information or statements provided or made at any time, whether to a client or employer, to a journalist or anyone contacted in the course of business, should be accurate and true. This means making a reasonable effort to verify statements and be clear about what you don’t know to be true or accurate. If the contents of the statements are beyond your professional or personal knowledge, ‘making a reasonable effort’ means conducting research (e.g. Contacting subject specialists, sourcing sound, referable material). Likewise, no information should be omitted or obscured from briefings, statements or other material used where to do so would have the effect of misleading. Content produced by AI-tools remains the responsibility of the PR practitioner and additional effort should be made to verify the facts / assertions in content produced with or by AI. This is particularly essential given the proliferation of mis- and dis-information, as well as deep fakes.

3. Identity of the client or employer
The identity of the client or employer or interest on whose behalf you are seeking influence should be clear at all times and in all communications.

4. Nature of interest
The nature of the interests of your client or employer should always be clearly represented at all times, and in all communications

5. Public support
Levels of public support for a cause, interest or a client or employer should always be accurately represented.

6. Impact
Claims about the possible results of your work should neither be exaggerated nor extravagant. Members must be honest, clear and straightforward in all dealings at all times. This means that measurement must be carried out in a way which is transparent and replicable. The methods and metrics used in the measurement of public relations activity must be appropriate to the activity being measured. Where the measurement of outputs or outcomes are presented in terms of value (whether or not it is expressed in monetary terms) the value expressed must be arrived at using a transparent and replicable formula which correctly expresses value, not cost, comparison or equivalence. Value must be quantifiable. The reputation of the practice is undermined by the use of false metrics, particularly any attempt to represent the value of public relations using advertising value equivalent measures. Where AI is used to measure impact this should be stated in the results.

7. Client expectations and activities
Work should not be accepted or should be turned down if the client has unrealistic expectations of potential results or outcomes; or if they are engaged in activity which is illegal or contrary to this or any other relevant regulation or Code of Conduct.

8. Bribery, inducements, gifts and entertainment
Members must not offer or give any bribe, or cause any other person to offer or give any bribe, to any person at any time. This includes inducements or incentives and excessive gifts or entertainment, where the intention is to bribe, solicit a favour or gain preference. Members must observe rules, resolutions, codes of conduct and statutes in relation to any payments they may be party to, made to holders of public office, public servants, political parties and anyone working for them. They must take reasonable steps to ensure that the recipient of any such payments also observes any rules, resolutions, codes of conduct and statutes in relation to any payments.

Competence

Principle: Maintain your professional knowledge and only accept work for which you are appropriately skilled or qualified.

What the code means as a minimum standard:

1. Professional knowledge and competent service
Professional knowledge should be maintained to ensure that clients and employers receive at least a competent standard of service.

2. Ensuring competence in others
Steps should be taken to ensure that others, working with or for members in any project, contract or context, are appropriately competent.

3. Continuing professional development
Committing to continuing professional development. This is not a requirement of membership of the CIPR, however it leads to becoming an Accredited or Chartered Practitioner

4. Professional limitations
Being aware of the limitations of their professional competence and be prepared to turn down work on an honest assessment of what would be involved if the requirements cannot be met within the resources at your disposal. This should take into account realistic opportunities for professional development and subcontracting or similar arrangements.

5. Limitations of public relations
Where and when appropriate, making their clients or employers aware of the limitations of the practice in relation to their desired outcomes.

6. Law, rules, regulations and other Codes of Conduct
Members must be aware of and able to act in accordance with the relevant statutes and regulations that govern their professional activity and must advise their clients/employers where their activities may be misleading, illegal or contrary to relevant regulations or codes.

Transparency

Principle: Manage and avoid conflicts of interest, disclose financial interests where appropriate; disclose the use of AI in generating content or informing decisions where appropriate and publicly disclose client relationships and other information in the public interest.

What the code means as a minimum standard:

1. Managing conflicts of interest
There are many situations in which a conflict of interest may arise. It is the responsibility of the professional to avoid them or manage them. In particular it is not acceptable to represent two clients who have a clash of interests. Where such a conflict arises, practitioners should be clear about their obligations, disclose the conflict to each party and take appropriate steps immediately to remove the conflict (or remove themselves from it).

2. Disclosing financial interests
Professionals should disclose any financial interest in a supplier being recommended or engaged.

3. Disclosure of clients and employers
Where required, particularly in lobbying, professionals should act in accordance with their statutory and professional obligations to disclose on whose behalf they act:
a. Statutory Obligations – lobbyists should act in accordance with any legislation requiring them to disclose their clients, in any jurisdiction in which they lobby.
b. Professional Obligations – members of the CIPR who lobby should disclose their clients, employers or interests on whose behalf they lobby, whether or not the activity is paid-for, on the UK Lobbying Register.

4. Disclosing lobbying activity
Where required by law or regulation governing their activity in any jurisdiction, lobbyists should make disclosures required relating to lobbying activity, (as distinct from disclosing clients). For further information on the CIPR’s professional standard for lobbying and the application of the CIPR Code of Conduct in the context of public affairs see the CIPR’s guide to Professional Lobbying.

5. Use of AI
Where appropriate, professionals should declare where automated systems have generated content and informed decision-making. Professionals should be able to disclose which specific third-party platforms and systems have been used.

Confidentiality

Principle: Safeguard confidences in general, only disclosing confidential information or material where there is a clear public interest case to do so. Not making professional use of information gained through ‘privileged’ or ‘insider’ access.

What the code means as a minimum standard:

1. Safeguarding Confidences Observe a duty of care by safeguarding confidences of present and former clients and employers.

2. Acting in the Public Interest Do not disclose confidential information unless specific permission has been granted or the public interest is at stake or if required by law. This includes the sharing of data with third-party AI and automated systems.

3. Insider Information Avoid using confidential and ‘insider’ information to the disadvantage or prejudice of clients and employers, or to self-advantage of any kind.

Enforcing the Code

It is the Code, and the fact that the Institute can take steps to uphold it, that makes Members accountable for the standard of their professional conduct. Anyone can make a complaint to the Institute if they believe a CIPR Member (or others for whom they are directly responsible) may have breached the Code.

Complaints process
We treat complaints seriously and carefully. For the sake of our Members, as well as the people who have complained, we must be fair, equal and rigorous. If it appears that the Code has been breached, the CIPR’s Professional Standards Panel (PSP) will investigate and either negotiate a settlement or adjudicate. We resolve most complaints through informal negotiation (‘Conciliation’). When this is not possible, a hearing is convened. Hearings are conducted by members of the CIPR and lay professionals, advised by the Professional Practice and Ethics Consultant and the CIPR’s solicitor. The complainant and defendant may bring representation. The hearing results in a report to the Board of Directors, which endorses the decision of the PSP. There is an appeals process.

Outcomes
In certain cases the Institute’s Board may expel a Member summarily, that is, without going through the Complaints Procedure: for example, if a Member has been convicted of a crime involving dishonesty or of any sufficiently serious crime, or has breached the rules of a regulatory or other authority by which they are bound. Where a complaint is upheld, sanctions include a reprimand, a suspension of membership or expulsion from the Institute. Where a case is found not proven, it will be dismissed. Where the Code of Conduct is found to have been breached, decisions of the PSP are normally made public. If the Committees decide that a CIPR Member has delivered substandard work to you, they may require the Member to return any fees you paid for that work. If the substandard work was part of a larger contract, the refund is limited to the value of that part of the contract. If you want further compensation, you will have to seek legal advice: the CIPR does not impose damages.

For further information or advice on the CIPR Code of Conduct and the processes that support it, please contact:

Chris Lines, Chart.PR, MCIPR
c‑[email protected]
0207 631 6944

Equity, Diversity and Inclusion (EDI)

The CIPR EDI strategy has been developed by the CIPR EDI committee and builds on years of advocacy and hard work by the Diversity & Inclusion Network. Thank you to all the dedicated volunteers who have championed and continue to champion change in this vital area.

This document aims to provide a future-proof foundation for integrity in professional practice.