Public relations standards are very different than those of journalism. Not better or worse. Just different, and would-be public relations practitioners need to realize that. Those who don't and who try to apply journalism ethics to the practice of public relations are likely to become confused, frustrated, and troubled by some of the things they'll be asked and expected to do.

Compare journalism and public relations codes of ethics.

Start by reviewing the Society of Professional Journalist's Code of Ethics. As you're reviewing it, think not only about what journalists value but to whom they say they owe their allegiance.

Then take a look at the following ethical guidelines espoused by three of the leading public relations organizations in North America.

Canadian Public Relations Society Code of Professional Standards

International Association of Business Communicators Code of Ethics for Professional Communicators

Public Relations Society of America Code of Professional Standards