FIFTEENTH CONGRESS }
REPUBLIC OF THE PHILIPPINES )
FIRST REGULAR SESSION )

HOUSE OF REPRESENTATIVES

Introduced by Representative Rufus B. Rodriguez and
Representative Maximo B. Rodriguez, Jr.

House Bill No. 2287

EXPLANATORY NOTE

Republic Act No. 6713 constitutes the Code of Conduct and Ethical
Standards for Public Officials and Employees.

Similarly, this bill seeks to set professional standards for the practice of
political public relations. More specifically, it seeks to achieve the following
goals:

(1) To discourage and expose to public censure the persons who corrupt
the integrity of channels of communication or the processes of
government;

(2) To ensure that those engaged in political public relations conduct
themselves professionally, with truth, accuracy, faimess and
responsibility to the public; and

(3) To encourage such practitioners to improve their individual competence
and advance the knowledge and proficiency of their profession through
continuing research and education.

This bill is based on the Code of Professional Standards for the Practice of
Public Relations adopted in 1988 by the Public Relations Society of America.

Immediate approval of this bill is urgently recommended.

RUF RIGUEZ

MAXIMO B. RODRIGUEZ, JR.


FIFTEENTH CONGRESS )
REPUBLIC OF THE PHILIPPINES _—)
FIRST REGULAR SESSION )

HOUSE OF REPRESENTATIVES

Introduced by Representative Rufus B. Rodriguez and
Representative Maximo B. Rodriguez, Jr.

2287

House Bill No.

AN ACT
PROVIDING FOR AND ESTABLISHING THE CODE OF PROFESSIONAL
STANDARDS FOR THE PRACTICE OF POLITICAL PUBLIC RELATIONS

Be it enacted by the Senate and House of Representatives of the Philippines 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 political organizations, committees, candidates or
potential candidates for public office and groups constituted for the
purpose of influencing the vote on any ballot issue;

(b) the counseling of holders of public office;

(c) the management or direction of a political campaign for or against a
candidate for public office, or for or against a ballot issue to be
determined by voter approval or rejection;

(d) the practice of public relations on behalf of a client or an employer in
connection with that 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;

(e) the counseling of government bodies, or segments thereof, either
domestic or foreign.

SEC 2. Public Interest - A practitioner in political public relations shall
conduct his or her professional life in accord with 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 to the democratic process.


SEC 4. Fair Dealing - A practitioner shall deal fairly with the public, with
past or present clients or employers, and with fellow practitioners, giving due
respect to the ideal of free inquiry and to the opinions 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 practice
which has the purpose of corrupting the integrity of channels of
communications or the processes of government.

‘Among the practices prohibited by this 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) the giving of gifts of more than nominal value;

(b) 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;

(c) any retainer or fee to a media employee or use of such employee if
retained by a client or employer, where the circumstances are not fully
disclosed to and accepted by the media employer;

(d) providing trips, for media representatives, that are unrelated to
legitimate news interest;

(e) the use by a practitioner of an investment or loan or advertising
commitment made by the practitioner or the practitioner's client or employer, to
obtain preferential or guaranteed coverage in the medium;

This Code does not prohibit hosting media or govemment
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 part of the public relations functions. Nor
does it prohibit the bona fide press event or tour when media or government
representatives 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. Customary or reasonable hospitality
has to be a matter of particular judgment in specific situations, In all of 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 representative.

SEC 8. Public Identification — A practitioner shall be prepared to

identify publicly the name of the 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 10. Guarantee of Achievement - A practitioner shall not
guarantee the achievement of specified results beyond his direct control.

SEC 11. Conflicting Interests -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 in 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 whatever remuneration beyond their fees they expect to
receive as a result of their relationship, such as commissions for media
advertising, printing and the like and should not accept such extra payment
without their client’s consent

SEC 19. Improper Use of Position - 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 would a tour or visit designed and financed to provide useful
background information to an interested legislator or candidate.

SEC 23. Political Contributions - Nothing herein shall be construed as
prohibiting practitioners from making legal, properly disclosed contributions to
the candidates, party or referenda issues of their choice.

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
interest.

SEC 25. Sanctions. - Without prejudice to prosecution under existing

criminal laws, practitioners who violate any provision of this Code shall be liable
for damages

SEC 26. Repealing Clause - All laws, rules or regulations and
presidential issuances inconsistent with the provisions of this Act are hereby
repealed or modified accordingly.

SEC 27. Effectivity Clause - This Act shall take fifteen (15) days after
its publication in a newspaper of general circulation.

Approved.