Public Relations Association of Sri Lanka unveils Code of Ethics on World PR Day

 From left: Ethics Committee Member Ronalie Jayaweera, Ethics Committee Member Kimaya Abeyesundere, PRASL VP and Ethics Committee Member Ashan Kumar, PRASL Secretary and Ethics Committee Lead Ashan Jayatilaka, PRASL Executive Committee Member and Founder Director Kendall Hopman, PRASL President Mushtaq Ahamed, PRASL Asst. Treasurer Cathrina Chang, PRASL Executive Committee Member Kithunika Nawalage, PRASL Asst. Secretary Nevindee Amarasinghe, PRASL Executive Committee Member Dasini Madurasinghe

• A practical, values-driven framework for agencies, professionals, and clients

In a significant step forward for the public relations and corporate communications industry, 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 16 July.

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.

These standards were carefully studied alongside real-world risk scenarios, cultural nuances, and current working practices in the Sri Lankan communications landscape, ensuring the Code reflects both international best practice and local relevance. It will be reviewed annually if required.

While public relations plays a critical role in reputation and stakeholder management globally, it remains underutilised in many sectors in Sri Lanka. Through the Code, PRASL aims to guide practitioners and ensure that these knowledge gaps do not fuel malpractice while helping to position PR as a strategic business enabler.

“This Code recognises the profession’s role in protecting public trust, promoting information integrity and strengthening credibility,” said PRASL Secretary and Ethics Committee Lead Ashan Jayatilaka 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 senior PR professional and PRASL Founder Director Kendall Hopman. “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.”

Agencies and independent practitioners are encouraged to formally adopt the Code and demonstrate this commitment in their client interactions. Member organisations are also urged to integrate its principles through internal training and aligned ethics policies, reinforcing their credibility with responsible, well-governed local and international clients.

PRASL plans to conduct awareness initiatives to support practitioners in adopting its principles into professional practice. The Code will be made available in Sinhala, Tamil and English.