In honor of Ethics Month for the public relations industry, which is observed in September each year, it's an opportune time to examine not just the ethical standards your PR firm implements on your behalf with the public but also the ethics and values your firm practices in its one-on-one business dealings with you.

The Public Relations Society of America (PRSA) has several resources in place 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 conduct and expected standards of public relations professionals in such areas as advocacy, loyalty, fairness, and conflicts 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're aware of their foundational principles and sufficiently informed about their approaches and methodologies to feel confident about your relationship.

The first thing I'd advise when you're thinking of hiring a public relations company is to vet the firm. Research lays the groundwork for ensuring a good fit between you and the firm representing you, so start by calling up a list of firms that meet your preferences (location, size, service offerings,........

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