In its sincerest form, Public Relations is an ethical and legitimate business practice which aims to create dialogue between organisations or individuals and their stakeholders. When successful, a public relations team can help ensure the concerns of all parties are addressed in a mutually acceptable and responsible fashion which is in the public interest.

MEPRA's Code of Conduct has been developed to help public relations teams to achieve this goal and is a result of extensive research of the codes of conduct of organisations from around the world.

In this regards, MEPRA observes that there are four key principles that are consistent across the codes of conduct of the world’s largest PR associations. These are Confidentiality; Integrity; Competence and Transparency.

MEPRA principles for ethical decision-making

• Confidentiality relates to handling of sensitive information

• Integrity the accuracy of facts and also not undertaking activities that might be conceived as bribery or breaking the law.

• Competence is in the pursuit of knowledge, and also setting correct expectations on what can be achieved through a PR campaign

• And Transparency, not having any hidden agenda, conflict of interest and making full and appropriate disclosures about your identity and clients.

We believe that adopting these principles as the foundations of MEPRA’s Code of Conduct is appropriate, and ensures that our Code is modern, and aligned with the efforts of all who seek to advocate the advancement of our industry.

By adhering to these four areas, all MEPRA Members and Registered Agencies automatically accept the same standards as advocated by all global, professional PR associations, and therefore may be satisfied that they are following the highest ideals.

MEPRA believes that its Membership should strive for the highest possible performance in keeping to these principles, which form the foundations for its revised ‘Code of Conduct’. 

Stephen King, Standards & Ethics Committee Chair