The Canons and the Code

Conventional wisdom dictates that journalists and public relations practitioners dwell largely in parallel universes. From time to time, they intersect and, on occasion, even collaborate. But those circumstances are rare and when they do happen, it is only begrudgingly that persons from both camps enter into them. The actual truth, of course, is a bit different. Journalists and folks in public relations connect on a regular basis to the point of being valuable resources for each other in their efforts to communicate with the general population. In fact, the work performed by these professionals is not all that different.


One common trait these professional communicators share is they attempt to carry out their responsibilities under the umbrella of a set of encompassing values. In the case of journalists, it is the Canons of Journalism, a series of principles adapted in 1923 by the American Society of Newspaper Editors. For those public relations practitioners belonging to the Public Relations Society of America, the largest professional organization in that profession, it is the Code of Ethics that was updated in 2000. Among the values put forth in the Canons are the need to operate on behalf of the public, supporting a free press and being truthful, fair and impartial. For those in public relations, values include being truthful and fair, supporting freedom of expression, and avoiding conflicts of interest.


What is striking about the values the two camps of professional communicators operate under is how similar they are. Both are urged to be open in what they do, protective of those with whom they work and from whom they obtain information, and carry out their duties with the highest level of professionalism they can. As agents of communication, they are encouraged to operate in a manner that best serves the general public. Given these similarities, it a wonder journalists and public relations practitioners do not collaborate even more often than they do.