In response to the rapid growth of Korea's PR industry, Korea Public Relations Association has adopted a Code of Ethics under which PR practitioners are required to conduct themselves according to the highest ethical standards. The KPRA Code of Ethics seeks to build a solid foundation for the Korean PR industry, while positioning PR practitioners as respected professionals.
- With the public interest as the most fundamental value, a member shall put forth his/her best efforts to improve their professional competence, thereby advancing the knowledge and proficiency of the profession. A member shall conduct his or her professional activities on the basis of accuracy and the truth.
- A member shall exemplify the highest standards of honesty and integrity while fulfilling obligations to a client or employer, in accordance with a democratic process.
- A member shall not be involved with any individual or organization professing to serve or represent an announced cause, or professing to be independent or objective, but actually serving some other or undisclosed interest. A member shall scrupulously safeguard the confidentiality and privacy rights of present, former and prospective clients or employers.
- A member shall not engage in any practice which serves to corrupt the integrity of channels of communication. In particular, a member shall not provide monetary compensation to any party concerned, and shall not guarantee the achievement of specified results beyond a member's direct control. The guarantee of any specified results in regard to media coverage is strictly prohibited.
- A member shall not knowingly disseminate false or misleading information to the media and shall act promptly to correct any erroneous communication for which is he or she is responsible. In presenting the opinions or comments of a third party, a member shall be willing to reveal the identity of the information source
- A member shall not intentionally damage or impair the professional reputation or practice of another practitioner. A member shall be prepared to identify publicly the name of a client or employer on whose behalf any public communication is released.
- A member shall not represent conflicting or competing interests without the express consent of those concerned, based on a full disclosure of the relevant facts. A member shall not place himself or herself in a position in which the member's personal interest is or may be in conflict with an obligation to an employer or client, or other party, without full disclosure of such interest to all involved.
- A member has the right to refuse to engage in an undertaking which is deemed to be contrary to public interest. In this case, he or she shall not be placed in a disadvantageous position for such decision.
- A member shall provide two-month advance notice to an employer if he or she decides to accept a new job offer. In this process, a member shall do his or her best to ensure a smooth transition and shall not make any efforts to deal with his or her former clients in the new position.
- A member shall not use any information obtained during the course of work for his or her personal interest and shall cooperate for the advancement of the profession.
PA member shall adhere to the articles of the Code of Professional Standards for the Practice of Public Relations. A member shall, as soon as possible, sever relations with any organization or individual if such relationship involves conduct contrary to the articles of this Code. He or she is also obliged to report this fact to the KPRA Ethics Committee. A member called as a witness in a proceeding for enforcement of this Code is required to cooperate, unless excused for sufficient reason by the judicial panel. The KPRA Ethics Committee maintains the right to issue warnings to a member or expel him or her from KPRA. In the case of membership expulsion, KPRA shall submit a written notice to the member.
(proclaimed at 10th anniversary of KPRA, 1999, 12. 27)