The Alliance is a framework for collaboration with a mission to enhance the public relations profession and its practitioners throughout the world. The Alliance was formally established in Chicago , Illinois , USA , on 25 October, 2000, after a Public Relations World Congress sponsored by the Public Relations Society of America and the International Public Relations AssociationPRSI is the founder member of the Global Alliance. . Through cooperation, the associations and their member practitioners will be able to strengthen the influence of the public relations industry among our constituents around the world.
Global Protocol on Ethics in Public Relations has been announced by the Global Alliance to reflect the complementary nature and continuity existing between current national association codes. It brings the common strands found in the various national codes analyzed together into one common building block. PRSI has adopted this Ethics Protocol.
Dr Ajit Pathak,National President of PRSI has served the Global alliance executive Board as its Member and Secretary also.
Who are we?
The Alliance is a cooperative of established public relations associations with the mission to enhance the public relations profession and its practitioners throughout the world. It was founded in 2000 in Chicago by 25 national and international bodies, is incorporated under U.K. laws as a not-for-profit entity and has a secretariat in South Africa. In 2005, GA comprised 58 national PR associations representing 160,000 professionals around the world.
It provides a forum to:
- Share ideas and best practice;
- Identify common interests and develop global standards; and
- Provide a better understanding of the unique aspects of each culture in which practitioners operate.
And offers access to information regarding:
- Industry news;
- Regional or international conferences and seminars;
- Case studies; and
- Benchmarking research
And currently serves as a vehicle for examining and developing:
- Global standards on:
o U n iversa l accred itation options;
o Curriculum; and
o Body of knowledge
What have we accomplished so far?
- A three-year strategic plan as a blueprint to guide our work for the next few years.
- A first world standard – a protocol for codes of ethics. The protocol is being ratified by all members with a deadline of December 2006 for ratification. We are now exploring standards in accreditation, curriculum and the body of knowledge.
- A Global Alliance Web site. Replete with regularly-updated news and information, it is accessible at: http://www.globalpr. org.
- “PR Landscapes”: This series of national profiles provides useful context on how Public Relations is practiced around the world. Several such profiles have been completed with more profiles coming on line shortly.
- Regulation Study: We have conducted an analysis of governmental and societal regulation of public relations/communications in three countries.
- Newsletters are prepared and distributed to all GA members quarterly or more often,
- Member rates for seminars, conferences, and materials are offered reciprocally to the members of every GA association.
- And, most important, we are developing mutual understanding and building collaborative working relationships for the good of the profession and the professional. For the first time, our profession has a place where we can learn from each other in order to allow debate on a global scale and consolidate our role as a g loba l voice for the profession.
Who can join the GA?
Membership is designed exclusively for national and international associations. No individuals can be members of the Alliance. The presidents and the most senior staff of our member organisations are the voting members of our governing council. Only national member organisations, one per country, can vote. Provisional membership or observer status can be granted at the discretion of the executive board, mainly for national associations in developing countries.
What does it cost?
Fees are deliberately kept low to allow for maximum participation around the world.
Currently annual subscriptions are set at 500 USD. Arrangements can be made if this is a problem for smaller and developing associations.
How can a public relations association join the GA?
Simply write to the GA secretariat or web master and outline your desire to join as one of the many other associations who are members of this extended family of public relations professionals. When joining as a GA affiliated national association, the organisation must endorse the universal code of ethics within one year of entry and make every effort to be an active participant in, and therefore benefit from, GA activities and programs.
GLOBAL PROTOCOL ON ETHICS IN PUBLIC RELATIONS
Declaration of Principles
A profession is distinguished by certain characteristics or attributes, including:
- Mastery of a particular intellectual skill through education and training
- Acceptanceof a duty to a broader society than merely to one’s clients/employers;
- Objectivity; and
- High standards of conduct and performance.
We base our professional principles, therefore, on the fundamental value and dignity of the individual. We believe in and support the free exercise of human rights, especially freedom of speech, freedom of assembly, and freedom of the media, which are essential to the practice of good public relations.
In serving the interest of clients and employers, we dedicate ourselves to the goals of better communication, understanding, and cooperation among diverse individuals, groups, and institutions of society. We also subscribe to, and, support equal opportunity of employment in the public relations profession and in lifelong professional development.
- To conduct ourselves professionally, with integrity, truth, accuracy, fairness, and responsibility to our clients, our client publics, and to an informed society;
- To improve our individual competence and advance the knowledge and proficiency of the profession through continuing education and research and, where available, through the pursuit of professional accreditation; and
- To adhere to the principles of the Code of Professional Standards for the Practice of Public Relations.
CODE OF PROFESSIONAL STANDARDS
We are committed to ethical practices, preservation of public trust, and the pursuit of communication excellence along with powerful standards of performance, professionalism, and ethical conduct.
- Advocacy: We will serve our client and employer interests by acting as responsible advocates and by providing a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate.
- Honesty: We adhere to the highest standards of accuracy and truth in advancing the interests of clients and employers.
- Integrity: We will conduct our business with integrity and observe the principles and spirit of the Code so that our own personal reputation and that of our employer, and the public relations profession in general, is protected.
- Expertise: We will encourage members to acquire and responsibly use specialized knowledge and experience to build understanding and client/employer credibility. Furthermore, we will actively promote and advance the profession through continued professional development, research, and education.
- Loyalty: We will insist that members are faithful to those they represent, while honoring their obligations to serve the interests of society and support the right of free expression.
CODE OF PRACTICE
We believe it is the duty of every association and every member within that association that is party to the Code of Professional Standards to:
- Acknowledge that there is an obligation to protect and enhance the profession.
- Keep informed and educated about practices in the profession that ensure ethical conduct.
- Actively pursue personal professional development.
- Accurately define what public relations activities can and cannot accomplish.
- Counsel its individual members in proper ethical decision-making generally, and on a case specific basis.
- Require that individual members observe the ethical recommendations and behavioral requirements of the Code.