Public Relations Association unveils Code of Ethics

The Public Relations Association of Sri Lanka (PRASL) unveiled and adopted its first-ever Code of Ethics, aligning the local profession with global standards on World PR Day, celebrated annually on July 16.
The Code is a voluntary yet robust framework that guides ethical conduct in public relations within a fast-evolving media and communications landscape. It serves as an open reference for all communication professionals, whether in the corporate or public sector, within PR agencies, or as independent practitioners, encouraging alignment with ethical standards when engaging with media, agencies and other stakeholders.
Developed through extensive consultation with professionals across corporate communications, PR agencies, and academia, the Code draws from globally recognised ethical frameworks including the International Public Relations Association (IPRA) Code of Conduct and the Public Relations Society of America (PRSA) Code of Ethics.
“This Code recognises the profession’s role in protecting public trust, promoting information integrity and strengthening credibility,” said Ashan Jayatilaka, Secretary of PRASL and Ethics Committee Lead representing the Board. “It marks our commitment to doing the right thing, especially today when misinformation, disruptive technology and the need for transparency are reshaping how we communicate.”
The PRASL Code of Ethics is built around six core areas that reflect a commitment to trust, integrity and professionalism. While outlining the responsibilities of PR practitioners, agency–client relationships, media relations, and stakeholder engagement, it also addresses the ethical use of AI, respect for intellectual property, anti-bribery practices, diversity and ongoing professional development.
“As we celebrate World PR Day, it’s not just about visibility - it’s about responsibility,” said Kendall Hopman, senior PR professional and a Founder Director of PRASL. “With this Code, Sri Lanka’s PR community is choosing to lead with integrity and reinforce the credibility of our craft. It’s an open invitation to do better, be better and build better relationships.”