Media, Entertainment and Arts Alliance
Australian Journalists Association Code of Ethics
Respect for the truth and the public's right to information are fundamental principles of journalism. Journalists describe society to itself. They convey information, ideas and opinions. They search, disclose, record, question, entertain, comment and remember. They inform citizens and animate democracy. They give a practical form to freedom of expression. They scrutinise power, but also exercise it, and should be responsible and accountable.

Journalists commit themselves to:
      Honesty
      Fairness
      Independence, and
      Respect for the rights of others.

Journalists will educate themselves about ethics and apply the following standards:

1. Report and interpret honestly, striving for accuracy, fairness, and disclosure of all essential facts. Do not suppress relevant available facts, or give distorting emphasis. Do your utmost to give a fair opportunity for reply.

2. Do not place unnecessary emphasis on personal characteristics including race, ethnicity, nationality, gender, age, sexual orientation, family relationships, religious belief or physical or intellectual disability.

3. Aim to attribute information to its source. Where a source seeks anonymity, do not agree without first considering the source's motives and any alternative attributable source. Where confidences are accepted, respect them in all circumstances.

4. Do not allow personal interest, or any belief, commitment, payment, gift or benefit to undermine your accuracy, fairness or independence.

5. Disclose conflicts of interest that affect, or could be seen to affect, the accuracy, fairness or independence of your journalism. Do not improperly use a journalistic position for personal gain.

6. Do not allow advertising or other commercial considerations to undermine accuracy, fairness or independence.

7. Do your utmost to ensure disclosure of any direct or indirect payment made for interviews, pictures, information or stories.

8. Use fair, responsible and honest means to obtain material.Identify your self and your employer before obtaining any interview for publication or broadcast. Never exploit a person's vulnerability or ignorance of media practice.

9. Present pictures and sound which are true and accurate. Any manipulation likely to mislead should be disclosed.

10. Do not plagiarise.

11. Respect private grief and personal privacy. Journalists have the right to resist compulsion to intrude.

12. Do your utmost to achieve fair correction of errors.

Guidance Clause
Basic values often need interpretation and sometimes come into conflict.

Ethical journalism requires conscientious decision-making in context.

Only substantial advancement of the public interest or risk of substantial harm to people allows any standard to be overridden.

PRIA code of conduct
The Public Relations Institute of Australia is a professional body serving the interests of its members. In doing so, the Institute is mindful of the responsibility which public relations professionals owe to the community as well as to their clients and employers. The Institute requires members to adhere to the highest standards of ethical practice and professional competence. All members are duty-bound to act responsibly and to be accountable for their actions.

The following Code of Ethics binds all members of the Public Relations Institute of Australia.

1. Members shall deal fairly and honestly with their employers, clients and prospective clients, with their fellow workers including superiors and subordinates, with public officials, the communications media, the general public and with fellow members of PRIA.

2. Members shall avoid conduct or practices likely to bring discredit upon themselves, the Institute, their employers or clients.

3. Members shall not knowingly disseminate false or misleading information and shall take care to avoid doing so inadvertently

4. Members shall safeguard the confidences of both present and former employers and clients, including confidential information about employers' or clients' business affairs, technical methods or processes, except upon the order of a court of competent jurisdiction.

5. No member shall represent conflicting interests nor, without the consent of the parties concerned, represent competing interests.

6. Members shall refrain from proposing or agreeing that their consultancy fees or other remuneration be contingent entirely on the achievement of specified results.

7. Members shall inform their employers or clients if circumstances arise in which their judgment or the disinterested character of their services may be questioned by reason of personal relationships or business or financial interests.

8. Members practising as consultants shall seek payment only for services specifically commissioned.

9. Members shall be prepared to identify the source of funding of any public communication they initiate or for which they act as a conduit.

10. Members shall, in advertising and marketing their skills and services and in soliciting professional assignments, avoid false, misleading or exaggerated claims and shall refrain from comment or action that may injure the professional reputation, practice or services of a fellow member.

11. Members shall inform the Board of the Institute and/or the relevant State/Territory Council(s) of the Institute of evidence purporting to show that a member has been guilty of, or could be charged with, conduct constituting a breach of this Code.

12. No member shall intentionally injure the professional reputation or practice of another member.

13. Members shall help to improve the general body of knowledge of the profession by exchanging information and experience with fellow members.

14. Members shall act in accord with the aims of the Institute, its regulations and policies.

15. Members shall not misrepresent their status through misuse of title, grading, or the designation FPRIA, MPRIA or APRIA.

Adopted by the Board of the Institute on March 5, 1998, this Code of Ethics supersedes all previous versions.

Consultancy code of practice
In addition to the PRIA's Code of Ethics, which binds the consultancy principal and all consultants who are members of the PRIA, a Registered Consultancy is bound by the Code of Practice.

A public relations consultancy shall not be added to a State/Territory Register of Consultancies of the Public Relations Institute of Australia unless its principal officer in that State/Territory is a Member (MPRIA) or Fellow (FPRIA) of the Public Relations Institute of Australia.

State/Territory Directories of Registered Consultancies are available on request from the PRIA.

General Standards - A Registered Consultancy
Accepts a positive duty to observe the highest standards in its business practice and in the practice of public relations; promote the benefits of good public relations practice in all dealings; and improve the general understanding of professional public relations practice. Undertakes to observe this Code of Practice, and any other article or amendment which shall be incorporated into it.

Adheres to the highest standards of accuracy and truth, avoiding extravagant claims and unfair comparisons and gives credit for ideas and words borrowed from others. Employees - A Registered Consultancy: Makes compliance with this Code of Practice and the PRIA Code of Ethics a condition of employment for all its consultants.

Understands that if it knowingly causes or permits a member of its staff to act in a manner inconsistent with this Code it is party to such action and shall itself be deemed to be in breach of it. Shall not directly invite any employee of a client advised by the consultancy to consider alternative employment (an advertisement in the press is not considered to be an invitation to a particular person).

Client Relations - A Registered Consultancy
Safeguards the confidences of both present and former clients. It shall not disclose or use these confidences to the disadvantage or prejudice of such clients or to the financial advantage of the Registered Consultancy, unless the client has released such information for public use, or has given specific permission for its disclosure, except upon the order of a court of law.

Through its principals and staff collectively or individually, shall not misuse information regarding its clients' business for financial or other gain.

Shall be free to represent its capabilities and services to any potential client, either on its own initiative or at the behest of the prospective client, provided that in so doing it does not seek to break any existing contract or detract from the reputation or capabilities of any consultancy already serving that client.

Shall represent competing interests only with the consent of all parties. Is encouraged to use the PRIA Terms of Engagement Contract for all retained relationships with clients.

Fees and Income - A Registered Consultancy:
Shall not guarantee the achievement of results which are beyond the consultancy's direct capacity to achieve or prevent.

Shall be free to accept fees, commissions or other valuable considerations from persons other than a client, only provided relevant arrangements are disclosed to the client.

Shall not knowingly pay fees or give personal commissions which lead to unethical behaviour on the part of others.

Shall be free to negotiate with clients terms that take into account factors other than hours worked and seniority of staff involved, as long as they do not conflict with the PRIA Code of Ethics. These special factors have regard to all circumstances of the specific situation and level of service required.

Shall inform a client of any shareholding or financial interest held by the consultancy or any of its principals, shareholders or employees, in any business whose services it recommends or uses on behalf of a client.

Shall, at its discretion, seek recompense when detailed creative pitches are required, in which instance copyright of the proposed passes to the prospective client whether or not the consultancy is retained, unless otherwise agreed.