APR Professional Ethics & Standards 4

Question 1

In crisis communications, which ethical obligation takes precedence when life-safety information must be disclosed but the client prefers silence?

Accepted Answer

Public safety and disclosure

Answer

When public safety is at risk, the ethical obligation to disclose life-safety information overrides client preferences for confidentiality.

Question 2

A PR firm posts positive reviews of its client's product using anonymous employee accounts without disclosure. This violates FTC guidelines on:

Accepted Answer

Endorsement and testimonial disclosures

Answer

The FTC requires disclosure when there is a material connection between a reviewer and the product or company being reviewed.

Question 3

What is the primary ethical risk of 'pay-for-play' journalism in PR?

Accepted Answer

It corrupts editorial independence and deceives the public about the source of information

Answer

Pay-for-play arrangements corrupt editorial independence and mislead the public into thinking coverage is based on newsworthiness rather than payment.

Question 4

When a PR practitioner serves on a non-profit board while representing a corporate client with opposing interests, the practitioner should FIRST:

Accepted Answer

Disclose the potential conflict to all relevant parties and seek guidance

Answer

The first step is disclosing the potential conflict of interest to all parties so they can make informed decisions about how to proceed.

Question 5

Which term describes the ethical responsibility of PR practitioners to act in ways that strengthen public trust in the profession as a whole?

Accepted Answer

Enhancing the profession

Answer

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.

(APR) Accreditation in Public Relations Certified Practice Test

(APR) Accreditation in Public Relations Certified Practice Test

APR Professional Ethics & Standards 4