In honor of Public Relations Industry Ethics Month, which is celebrated in September each year, it's an opportune time to examine not only the ethical standards your PR firm applies on your behalf with the public, but also ethics and values. of your firm's practices in its one-on-one business dealings with you.

of Public Relations Society of America (PRSA) has several resources dedicated to best practices—its Board of Ethics and Professional Values, Statement of Professional Values, and Code of Ethics, among them—all of which guide the behavior and expected standards of public relations professionals. in areas such as advocacy, loyalty, justice and conflict of interest.

But what about your side of the equation? What should business owners know about the PR specialist or company they choose to represent them?

Here are some elements to consider and questions to explore when deciding who to partner with so that you are aware of their core principles and informed enough about their approaches and methodologies to 'felt confident about your relationship.

Firm verification

The first thing I would advise when considering hiring a public relations company is to vet the firm. Research lays the groundwork for ensuring a good fit between you and the firm that represents you, so start by calling a list of firms that meet your preferences (location, size, service offerings, areas of expertise) and then see how they represent them themselves on their website.

Do you understand a firm's “personality” from its online content? Looking for a one-person show or a larger team on your side (both come with advantages)? It's their online messaging clear (if not, how will they make your message clear)? Consider the aesthetics of how they brand themselves – if you're attracted to the “look” and “feel” of their website, there's a good chance you'll like what they produce for you too!

View the LinkedIn pages and online biographies of the firm's team members. If you are mainly in the market for social media managementnarrow your list to firms that specialize in this; if you're after press coverage, identify strong media relations firms – the same goes for any other arm of PR: marketing strategy, crisis communications, branding, etc. Accessing the company's customer list is a shortcut to determining if they know your niche market.

Finally, when doing your “background check” on suitable candidates, track down all the reviews you can. Nothing speaks louder than customer testimonials, so take seriously what has been said about the firm's performance, not only on their websites (which will only contain positive reviews), but on platforms such as Glass door.

Related: Public relations brings ethics into the spotlight

Is the PR firm accredited?

Now, before I go any further on this point, let me get this straight accreditation through PRSA is by no means mandatory, let alone necessary. However, knowing that your PR representative is accredited is simply icing on the cake, as accreditation translates into rewards such as an above-the-standard certification level and evidence of the firm's leadership, accountability and ambition. You may recognize an Accredited Practitioner with the “APR” credential after their name.

Conduct an interview

Scheduling a phone or video call with a potential PR firm is a great way to gather information on aspects of professionalism such as punctuality, preparedness and presentation. Some people prefer warm, pleasant interactions, and others want a business-like straight shooter, so meeting someone face-to-face should make a strong impression.

Be prepared with a list of questions to ask, such as pricing, contract requirements, and links to “success stories” for existing customers. Transparent in all processes and procedures is a cardinal rule for me, so when firms don't readily disclose things like their fee structure or expected turnaround time, it can raise a flag about what they're not disclosing about their practices.

Does the firm have a complete onboarding system in place?

This is something I had to learn the hard way when upping my professionalism and responsibility game during my early formative years. my firm. It is extremely important that you formally familiarize yourself with the company – its resources, tools and methods of operation, forms of delivery and deliverables (both theirs and yours), planning framework and contract parameters.

Your expectations of the firm you hire can only be met if they clearly understand your needs and wants and can explain why they are equipped to meet them. If the firm builds in one comprehensive initial orientation to communicate exactly how and how often you will collaborate to achieve your publicity goals is a good sign that they have a plan in place to guide you professionally and ethically throughout the PR process.

Related: Skills that make you an ethical leader

The list of things you should and shouldn't ask for

There is much more to consider when it comes to the guiding principles and values ​​of a public relations company, but here are some other standards that high-caliber and highly skilled PR professionals are expected to adhere to:

• Create campaigns based on positive messages that build the customer without tearing down their competitors.
• Do not prioritize your company's goals and advancement over the client's objectives; a PR firm only shines when its clients are successful and satisfied.
• Maintain honesty at every step; if you mess up, make a joke of it. You will only build trust and rapport with the customer when you allow yourself to be honest.
• Don't be subjective in your advice; objectivity is vital. If you get too emotionally attached to a customer, you'll be tempted to tell them what they want to hear instead of what they need to hear.
• Protect your customers' privacy at all costs. Maintain their confidentiality, confidence and trade secrets. Your entire reputation depends on it.
• Don't be fooled by the attraction to sensationalism, the power of shock value, or the short-term gratification of mudslinging. Everything a PR professional undertakes should enhance the profession, not damage its status.

Public relations has become a universal industry that almost every business, sector and market needs. So if you need a firm in your corner—and chances are, you eventually will—be prepared and protect yourself by making the best choice when deciding who to trust. PR is a two-way street: if you hire a firm that's proven to be completely up-and-coming, it's a good bet they'll lead your marketing and branding efforts up and up and up!