By Monck Mason
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Examples of Improper Conduct Under This Provision: • Front groups: A member implements “grass roots” campaigns or let• • • ter-writing campaigns to legislators on behalf of undisclosed interest groups. Lying by omission: A practitioner for a corporation knowingly fails to release financial information, giving a misleading impression of the corporation’s performance. A member discovers inaccurate information disseminated via a Web site or media kit and does not correct the information. A member deceives the public by employing people to pose as volunteers to speak at public hearings and participate in “grass roots” campaigns.
The balancing of private and public concerns—an issue that code drafters paid a great deal of attention to—was addressed semantically with the phrase “responsible advocacy” (PRSA, 2000a). The belief that public relations professionals 122 From Enforcement to Education best serve the public interest—as do other professionals—by responsibly serving their clients’ and employers’ interests is reflected in the statement, “We serve the public interest by acting as responsible advocates for those we represent” (PRSA, 2000a).
Such research is of interest not only as a historical study of IBA’s development or of journalistic ethics in general, but also of the existential struggle of public broadcasting at a time when both the concept and the very existence of public broadcasting are being challenged. 138 Five Versions of One Code of Ethics Levels of Media Accountability Codes of ethics are just one mechanism among media accountability systems (Bertrand, 2000). We can define five levels of media accountability—two statutory and three voluntary—some or all of which are in force in most democratic countries.