I’m writing this column from Detroit, where I just attended the 2008
PRSA National Assembly. A portion of the assembly was dedicated to an
interesting discussion about the society’s strategies for advancing the
profession.
The fundamental question – what role should PRSA play in establishing practice standards for the public relations profession?
The question seems to stem from a call for PRSA public commentary,
member sanctions and even expulsion for practitioners accused of
practicing public relations in conflict with the PRSA Code of Ethics.
Since 2004, PRSA’s Board of Ethics and Professional Standards (BEPS)
has been issuing professional standards advisories to address issues of
professional standards as they arise. Establishing practice standards
may be another way to address this.
The assembly discussion included the potential of professional
licensing or certification for the public relations profession. Space
doesn’t allow for me to outline all the considerations and arguments
for and against these concepts, but I encourage you to read a white
paper on the topic here. (Note: you'll need your MemberNet login info.)
What are your thoughts on licensing or certification of public
relations? What are the implications for the current accreditation?
What do you think PRSA should do – if anything – to establish practice
standards for our profession?
Sonja Popp-Stahly, APR
President, Hoosier PRSA
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