All public relations associations and news organizations share a common understanding for the need to adhere to ethical standards in communications with the public. Although statements of values regarding communications principles may take different forms, they are founded on certain basic tenets. Seek the truth. Minimize harm to others. Be accountable for your actions. Such unalienable principles are the underpinnings of honesty and fairness in everything we do as communicators.

As the newest communications tool, the Internet presents tremendous opportunities to build positive, productive relationships with a variety of publics. It also presents tremendous challenges to professional standards and ethical practices. The digital world is open and transparent. Erroneous or misleading information can be posted on the Internet and instantly and widely disseminated. Anonymity on Web sites can cause irreparable harm. The news media, which increasingly uses the Internet as an information source, demands accuracy. Public relations practitioners risk losing credibility for themselves and their clients if they violate that trust.

The following principles, developed by the Arthur W. Page Society, are presented as a vehicle for public relations to attain and maintain the highest possible standards in the digital world.

1. Present Fact-Based Content

• Tell the truth at all times.
• Ensure timely delivery of information.
• Tell the full story, adhering to accepted standards for accuracy of information.

2. Be an Objective Advocate

• Act as a credible information source, providing round-the-clock access.
• Know your subject.
• Rely on credible sources for expert advice.
• Offer opportunities for dialogue and direct interaction with expert sources.
• Reveal the background of experts, disclosing any potential conflicts of interest or anonymous economic support of web content.

3. Earn the Public's Trust

• Simultaneously contact multiple stakeholders with relevant and accurate information.
• Disclose all participation in online chat rooms and conferences.
• Correct information that is online.
• Provide counsel on privacy, security and other online trust issues.

4. Educate the Public Relations Profession on Best Practices

• Compile case studies on the best use of the new media.
• Advance and encourage industry-wide adoption of best practices on the Internet.
• Practice principled leadership in the digital world, adhering to the highest standards.