CCP CCP Ethics & Professional Standards in Communications 1 — Questions and Answers
Question 1: The IABC Code of Ethics requires communications professionals to prioritize which core principle above all others?
- Speed of information delivery
- Truthfulness, accuracy, and honesty in all communications (Correct answer)
- Protecting the organization's reputation at all costs
- Maximizing media coverage
Correct answer: Truthfulness, accuracy, and honesty in all communications
The IABC Code of Ethics centers on truthfulness and accuracy as the foundational obligations of all communications professionals.
Question 2: A communications professional discovers that data in an approved press release is inaccurate. The ethical course of action is to:
- Distribute the release since it was already approved by leadership
- Flag the inaccuracy immediately and halt distribution until corrected (Correct answer)
- Issue a correction only if a journalist notices the error
- Remove the data point without informing leadership
Correct answer: Flag the inaccuracy immediately and halt distribution until corrected
Distributing known inaccurate information violates professional ethics codes and can cause significant reputational and legal harm to the organization.
Question 3: Which practice constitutes a conflict of interest for a communications professional?
- Writing a bylined article for the company blog
- Recommending a vendor in which the communicator has a personal financial stake without disclosure (Correct answer)
- Managing both internal and external communications simultaneously
- Providing strategic counsel to leadership
Correct answer: Recommending a vendor in which the communicator has a personal financial stake without disclosure
Recommending a vendor with an undisclosed personal financial interest violates conflict-of-interest principles and undermines professional integrity.
Question 4: The principle of 'transparency' in communications ethics means:
- Sharing all internal documents publicly
- Being open about the source, intent, and potential limitations of communications (Correct answer)
- Using plain language free of jargon
- Responding to all media inquiries within 24 hours
Correct answer: Being open about the source, intent, and potential limitations of communications
Transparency requires communicators to be honest about who is communicating, why, and any material limitations or interests that could affect the message.
Question 5: When a client asks a PR professional to place a paid article without disclosing it as sponsored content, this practice is known as:
- Native advertising
- Advertorial
- Astroturfing
- Covert advertising / undisclosed paid placement (Correct answer)
Correct answer: Covert advertising / undisclosed paid placement
Undisclosed paid placement violates FTC disclosure guidelines and PRSA/IABC ethics codes, which require clear identification of sponsored content.
Question 6: Under the PRSA Code of Ethics, the concept of 'safeguarding confidences' means a communicator must:
- Never share any internal information with anyone outside the organization
- Protect privileged client and employer information unless disclosure is required by law or ethical obligation (Correct answer)
- Encrypt all communications regardless of sensitivity
- Decline all media inquiries about internal matters
Correct answer: Protect privileged client and employer information unless disclosure is required by law or ethical obligation
The PRSA Code balances confidentiality with the obligation to disclose when silence would enable unlawful or unethical conduct.
CCP CCP Ethics & Professional Standards in Communications 1
The IABC Code of Ethics requires communications professionals to prioritize which core principle above all others?