Member firms will serve their clients by applying their fullest capability to achieve each client's business objectives, and charging a fair price for that service. Members will avoid representing any conflicting or competing client interests without the expressed approval of those concerned. Council firms and their employees will respect client confidences and the privacy of client employees, and will refrain from recruiting employees of their clients.

In communicating with the public and media, member firms will maintain total accuracy and truthfulness. To preserve both the reality and perception of professional integrity, information that is found to be misleading or erroneous will be promptly corrected and the sources of communications and sponsors of activities will not be concealed.

Council members will respect the personal rights of their employees and former employees. They will provide employees the necessary tools to serve their clients and opportunities to develop their professional skills. They will safeguard the privacy and protect the professional reputation of current and former employees.

Commercial relationships with business partners and vendors will be handled in a businesslike manner, and credit will be given for ideas and services provided by others.

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A special task force comprised of Council members created a Statement of Principles in June, 2005 (and updated in November, 2006). This document was created to provide clarity on the industry standards involved with issues such as transparency and PR firm contracts.

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The Council of Public Relations Firms is a member of the International Communications Consultancy Organization (ICCO) and as such approves and accepts its charter of principles.