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WWW.DRPR-ONLINE.DE >> THE GERMAN COUNCIL FOR PR, ITS STRUCTURE, ITS PROCEDURES, ITS PUBLIC ESTEEM >> SELF-COMMITMENTS >>
THE SEVEN SELF-COMMITMENTS OF A DPRG MEMBER
1. By my work I serve the public interest. I am aware of the fact that I am not allowed to do anything that might lead the public to wrong conclusions and to wrong behaviour. I have to be honest and truthful.
2. With my work I serve my principal or employer. I commit myself to act as responsible advocate of his interests and to keep him from harm.
3. By my work I am involved in the activities of an organisation. I am faithful to the targets and the policy of the organisation which I represent, as long as these are in line with the dignity of man and his basic rights and the resulting laws and rights.
4. If I should work for an organisation which in communicating with the public fails to respect the dignity of men and fairness against other organisations, I will use my best endeavours to encourage them to correct this behaviour. If necessary, I will give back the assignment.
5. I will be honest and accurate in all communications to the best of my knowledge and belief. In communicating with journalists and other bodies assuming public responsibility I will not use any unfair means. I will not induce them to accept any kind of advantages.
6. I will respect the independence and freedom of my interlocutors. Therefore, I will not apply any instruments of power against them. Above all, I will refrain from any coercion.
7. I consider public relations work as a necessary assignment to create trust, public interest and to review one’s own behaviour. Therefore, I will not deliberately damage the reputation of my profession.
This text was adopted by the DPRG Ethics Commission on 16 January 1991 in Gravenbruch near Frankfurt/Main. In 1995, it was incorporated for the first time in the DPRG guidelines as one of ethical benchmarks of the PR profession.
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