"To provide the most ethical, powerful, and dignified services available to our clients, to further their success in the business world."
This statement presents the core values of Black Diamond Staff, Agents, Managers and, more broadly, of the public relations profession. These values provide the foundation for the Member Code of Ethics and set the industry standard for the professional practice of public relations. These values are the fundamental beliefs that guide our behaviors and decision-making process. We believe our professional values are vital to the integrity of the profession as a whole. This statement has been drafted to mirror the Code of Ethics set forth by the Public Relations Society of America.
We serve the public interest by acting as responsible advocates for those we represent. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate.
We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.
We acquire and responsibly use specialized knowledge and experience. We advance the profession through continued professional development, research, and education. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences.
We provide objective counsel to those we represent. We are accountable for our actions.
We are faithful to those we represent, while honoring our obligation to serve the public interest.
We deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. We respect all opinions and support the right of free expression.