Abstract

The legally non-binding PRVA Code of Ethics applies to all members of the Public Relations Association Austria (PRVA) and is based on the Code of Athens, the Code of Lisbon, as well as the Stockholm Charter. The ethical principles in the Code aim to prevent misinformation and unethical behaviour. The Code suggests the work of PR professionals should always align with human rights and professional standards and emphasizes democratic values, partnership, and integration into society while stressing the responsibility of top management in public relations. Moreover, the importance of transparent and ethically correct online communication in the PR industry is discussed.