Professional Ethics & Standards Flashcards
7 cards from real APR practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 Professional Ethics & Standards flashcards as text
In crisis communications, which ethical obligation takes precedence when life-safety information must be disclosed but the client prefers silence?
Answer: Public safety and disclosure
When public safety is at risk, the ethical obligation to disclose life-safety information overrides client preferences for confidentiality.
A PR firm posts positive reviews of its client's product using anonymous employee accounts without disclosure. This violates FTC guidelines on:
Answer: Endorsement and testimonial disclosures
The FTC requires disclosure when there is a material connection between a reviewer and the product or company being reviewed.
What is the primary ethical risk of 'pay-for-play' journalism in PR?
Answer: It corrupts editorial independence and deceives the public about the source of information
Pay-for-play arrangements corrupt editorial independence and mislead the public into thinking coverage is based on newsworthiness rather than payment.
When a PR practitioner serves on a non-profit board while representing a corporate client with opposing interests, the practitioner should FIRST:
Answer: Disclose the potential conflict to all relevant parties and seek guidance
The first step is disclosing the potential conflict of interest to all parties so they can make informed decisions about how to proceed.
Which term describes the ethical responsibility of PR practitioners to act in ways that strengthen public trust in the profession as a whole?
Answer: Enhancing the profession
The PRSA Code's 'Enhancing the Profession' provision calls on practitioners to conduct themselves in ways that build public trust in PR as a discipline.
A practitioner is asked to manage a 'sponsored content' campaign that looks identical to independent news articles. The ethical requirement is to:
Answer: Clearly label all sponsored content so audiences can distinguish it from editorial content
Sponsored content must be clearly and prominently labeled to maintain the public's ability to distinguish paid content from independent editorial coverage.
Which behavior would constitute 'misappropriation of confidences' under the PRSA Code?
Answer: Using a former client's proprietary strategy to benefit a new competing client
Using a former client's proprietary strategic information to benefit a competing new client is a direct misappropriation of confidential information.