Day-to-Day Situation Guide
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The Code of Ethics and Business Conduct guidesemployees on legal and ethical standards thatapply to business in general. We developed theDay-to-Day Situation Guide to provide additionalassistance to employees on issues that are specificto the public relations industry. These twodocuments should be consulted in tandem.
Interacting With the Media
Please observe the following when working withthe media on client engagements.
- Obtain permission fromthe client before publicly disclosinginformation about them or interactingwith the media on their behalf.
Transparency and Proper Representation
- When engaging journalists, properlyidentify yourself and the client(s) yourepresent. Be open about your intentions.
- Do not compensate members of the media, monetarily or in any otherform in return for an expectation of coverage.
- Follow local and industry customand be transparent with all parties about
the source of funds for a journalist’s
t for a journalist’s
travel by a client does not impose anyexpectation of coverage by the journalist.
Engaging Freelance Writers
- If you hire afreelance journalist, disclose that fact tothe client. Make it clear that the freelance journalist is expected to follow the sameguidelines regarding transparency andproper representation of themselves andtheir client when presenting story ideas tomedia outlets for potential publication.The engagement of freelance mediarelations experts and consultants hired towork with Edelman staff on behalf of client work should be in writing inaccordance with the Agreements withAgencies/Consultants section of the Codeof Ethics and Business Conduct.
With decreasing advertisingrevenue in print media, some periodicalsare increasingly turning to advertorials.Some periodicals allow companies toplace advertorials by directly paying forthem or indirectly by buying advertising.Because advertorials can blur the linebetween editorial and paid content, theymust be used with caution after dueconsideration of transparency and culturalnorms.