THIRTEENTH CONGRESS OF THE REPUBLIC 
First Regular Session 
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OF THE PHILIPPINES 
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S E N A T E  
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Introduced by Senator S. R. OsmeAa 111 
EXPLANATORY NOTE 
Time and again, politicians have to be reminded that public office is a 
public trust, To be faithful to this creed, one must serve selflessly, without 
expectations in return. To serve the people who voted them in office is the 
ultimate form of public service. 
Thus, R.A. 6713, otherwise known as the Code of Conduct and Ethical 
Standards for Public Officials and Employees envisions to set standards for the 
practice of political public rblations. 
This bill is hereby proposed to deter political strategists and 
public 
relations persons who deliberately corrupt the integrity of channels of 
communications for selfish ends. Furthermore, it is hoped that these media and 
public relations practitioners shall conduct themselves properly and adhere to the 
rules and regulations and code of ethics of their professions. Moreover, this is 
intended to encourage practitioners to improve their competence through 
continuing academic endeavor. 
In view of the foregoing, approval of this bill is earnestly requested 
SERGIO OSMENA 111 
Senator 
lsher 


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THIRTEENTH CONGRESS OF THE PHILIPPINES ) 
OF THE PHILIPPINES 
) 
First Regular Session 
) 
S E N A T E  
. ." .... 
Introduced by Senator S. R. OsmeAa 111 
THE CODE OF PROFESSIONAL STANDARDS FOR THE PRACTICE OF 
POLITICAL PUBLIC RELATIONS 
Be i f  enacted by the Senate and the House of Representatives in Congress 
Assembled 
SECTION 1. Definition of Political Public Relations - Political Public 
Relations is defined as those areas of public relations that relate to: 
a. 
The counseling of holders of public office; and groups constituted 
for purpose of influencing the vote on any ballot issue. 
The counseling of holders of public office; 
The management, or direction of a political campaign for or against 
a candidate or public office, or for or against a ballot issue to be 
determined by voter approval; or rejection; 
The practice of public relations on behalf of a client or an employer 
in connection with the client's or employer's relationships with any 
candidates or holders of public office, with the purpose of 
influencing legislation or government regulation or treatment of a 
client or employer, regardless of whether the public relations 
practitioner is a recognized lobbyist; 
The counseling of government bodies, or segments thereof, either 
domestic or foreign. 
b. 
c. 
d. 
e. 
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SEC. 2. Public Interest - A practitioner in political public relations shall 
conduct his or her professional life In accordance with the public interest. 
SEC. 3. Honesty and Integrity - A practitioner shall exemplify high 
standards of honesty and integrity while carrying out dual obligations to a client 
or employer and the democratic process. 
SEC. 4. Fair Dealing - A practitioner shall deal fairly with the public, with 
past or present clients or epployers and with fellow practitioners, giving respect 
to the ideal of free inquiry and to the opinion of others. 
SEC. 5. Accuracy and Truth 
- A practitioner shall adhere to the 
highest standards of accuracy and truth, avoiding extravagant claims or unfair 
comparisons and giving credit for ideas and words borrowed from others. 
SEC. 6. False Information - A practitioner shall not knowingly 
disseminate false or misleading information and shall act promptly to correct 
erroneous communications for which he or she is responsible. 
SEC. 7. Corruption- A practitioner shall not engage in any practicewhich 
has the purpose of corrupting the integrity of channels of communication or the 
process of government. 
Among the practices prohibited by the paragraph are those that tend to 
place representatives of media or government under any obligation to the 
practitioner, or the practitioner's employer or client, which is in conflict with their 
obligations to media or government. Such as: 
a. 
b. 
C. 
The giving of gifts of more than nominal values; 
Any form of payment or compensation to a member of the media in 
order to obtain preferential or guaranteed news or editorial 
coverage in the medium. 
Any retainer or fee to a media employee or use such employee if 
retained by a client or employer, where the circumstances are not 
fully disclosed to and accepted by the media employer. 


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d. 
e. 
Providing trips, for media representatives, that are unrelated to 
legitimate news interest. 
The use by a practitioner of an investment or loan or advertising 
commitment made by the practitioner, or the practitioners client or 
employer, to obtain preferential or guaranteed coverage in the 
medium. 
This Code paragraph does not prohibit hosting media or government 
representatives at meals, cocktails, or news functions and special events that are 
occasions for the exchange of news, information or views, or the furtherance of 
understanding, which is pait of the public relation function. Nor does it prohibit 
the bona fide press event or tour when media or government representative are 
given the opportunity for an on-the spot viewing of a newsworthy product, 
process, or event in which the media or government representatives have a 
legitimate interest. What is customary or reasonable hospitality has to be a 
matter of particular judgment in specific situations. In all these cases, however, it 
is, or should be, understood that no preferential treatment or guarantees are 
expected or implied and that complete independence always is left to the media 
or government representatives. 
SEC. 8. Public Identification - A practitioner shall be prepared to identify 
publicly the name of client or employer on whose behalf any public 
communication is made. 
SEC. 9. Undisclosed Interest - A practitioner shall not use any individual 
or organization professing to serve or represent an announced cause, or 
professing to be independent or unbiased, but actually serving another 
undisclosed interest. 
SEC. IO. Guarantee Achievement - A practitioner shall not guarantee the 
achievement of specified results beyond the member's direct control. 


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SEC. 11. Conflicting Interest - A practitioner shall not represent 
conflicting or competing interests without the express consent of those 
concerned, given after a full disclosure of the facts. 
SEC. 12. Personal Interest - A practitioner shall not place himself or 
herself in a position where the practitioner's personal interest is or may be in 
conflict with an. obligation to an employer or client, or others, without full 
disclosure of such interests to all involved. 
SEC. 13. Gifts and other considerations 
- A practitioner shall not 
accept fees, commissions, gifts, or any other consideration from anyone except 
clients or employers for whom services are performed without their express 
consent, given after full disclosure of the facts. 
SEC. 14. Damage to Professional Reputation - A practitioner shall not 
intentionally damage the professional reputation or practice of another 
practitioner. 
SEC. 15, Responsibility of Strict Adherence - It is the responsibility of 
practitioners to abide by this Code of Professional Standards. 
SEC. 16. Good Faith - Practitioners shall represent clients or employers 
in good faith, and while partisan advocacy on behalf of a candidate or public 
issue may be expected, practitioners shall act as an accord with the public 
interest and adhere to truth and accuracy and to generally accepted standards of 
good taste. 
SEC. 17. Signed Material - Practitioners shall not issue descriptive 
material or any advertising or publicity information or participate in the 
preparation or use thereof that is not signed by responsible persons or is false, 
misleading, or unlabeled as to its source, and are obligated to use care to avoid 
dissemination of any such material. 
SEC. 18.' Disclosure of Remuneration - Practitioners have an obligation 
to clients to disclose what remuneration beyond their fees they expect to receive 
as a result of their relationship, such as commission for media advertising, 
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printing and the like, and should not accept extra payment without their client's 
consent. 
SEC. 19. Improper Use of Position 
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Practitioners 
shall 
not 
improperly use their positions to encourage additional future employment or 
compensation. It is understood that successful campaign directors or managers, 
because of the performance of their duties and the working relationship that 
develops, may well continue to assist and counsel, for pay, the successful 
candidate. 
SEC. 20.' 
Other Clients - Practitioners shall voluntarily disclose to 
employers or clients the identity of other employers or clients with whom they are 
currently associated, and whose interests might be affected favorably or 
unfavorably by their political representation. 
SEC. 21. Confidentiality Of Information - Practitioners shall respect the 
confidentiality of information pertaining to employers or clients past, present, and 
potential, even after relationships cease, avoiding future associations wherein 
insider information is sought that would give a desired advantage over a 
practitioner's previous clients. 
SEC. 
22. Undisclosed Gifts 
- In avoiding practices that might tend to 
corrupt the processes of government, practitioners shall not make undisclosed 
gifts of cash or other valuable considerations that are designed to influence 
specific decisions of voters, legislators, or public officials on public matters. A 
business lunch or dinner or other comparable expenditure made in the course of 
communicating a point of view or public position, would not constitute such a 
violation. Nor, for example, would a plant visit designed and financed to provide 
useful background information to an interested legislator or candidate. 
SEC. 23. Political Contributions - Nothing herein should be construed 
as prohibiting practitioners from making legal, properly disclosed contributions to 
the candidates, party, or referenda issues of their choice. 
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Approved, 
SEC. 24. Injury to Public Reputation - Practitioners shall not, through 
the use of information known to be false or misleading, conveyed directly or 
through a third party, intentionally injure the public reputation of an opposing 
SEC. 25. This Act shall take effect fifteen (15) days after its publication in 
the Official Gazette or in at least two (2) newspaper of general circulation. 
h