Advocacy = truth- in order for the public to gain accurate knowledge, the PR practitioner must serve in the best interests for the public.
Honesty = truth- also where accuracy of information come into play.
Expertise = stewardship- the PR practitioner must research the brand in order to put their skills to work.
Independence = freedom/liberty- after the PR practitioner sends the information, the client has the right to walk away.
Loyalty = humanness- we as practitioner need to be fair to all or most, and by doing so, we need to remain loyal to our values.
Fairness = humanness, and justice- in order to do our job we need to treat everyone fairly and if not, we need to compensate for our shortcomings in order to complete our jobs successfully.
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