Code of Ethics


Ethical PR

The core element of the GA Ethical PR Project is to develop a global standard in the form of a set of principles and statements for the ethical practice of public relations. The GA adopted such a code in 2003 and has engaged in a ratification process by all its member organizations - a declaration of support which certifies that the organization adheres to the code principles.

Enforcement of the Code of Ethics is left to each member organization. Many organizations prefer an 'education' rather than 'enforcement' approach. The GA assists members by facilitating the exchange of recent experiences and events. Promotion of ethics as a core value of the profession remains at the center of GA advocacy efforts.

Have a look at the Ethical PR Reports and the Ethics Case Studies.

Ethical PR Reports

The ethical PR reports you find below are available for download.

Global Economic Ethic, April 2009

Global Protocol on Ethics in Public Relations, June 2003

Comparison of Code of Ethics, February 2002


The Ethics Case Studies you find below are available for download.


Global Economic Ethic, April 2009

Declaration of Principles

A profession is distinguished by certain characteristics or attributes, including:

  • Mastery of a particular intellectual skill through education and training
  • Acceptance of duties to a broader society than merely one’s clients/employers
  • Objectivity
  • High standards of conduct and performance

The Global Alliance bases its professional principles therefore on the fundamental value and dignity of the individual. The GA believes 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, the GA dedicates ourselves to the goals of better communication,
understanding, and cooperation among diverse individuals, groups, and institutions of society. The Alliance also subscribes to and supports equal opportunity of employment in the public relations profession and lifelong professional development.

Following that, the Global Alliance pledges:

  • 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
  • To adhere to the principles of the Code of Professional Standards for the Practice of Public Relations.

Download the GA Code of Ethics