Every client has a “custom need,” and we provide “custom service” to each and every client at Sam Waltz & Associates LLC Counsel.
First, we’re guided by an “ethical compass” of personal and professional values. They turn on treating people right and well. And they turn on observing the Code of Ethics & Professional Standards of our Professional Society, as noted herein, which applies not only more narrowly to the business communications industry, but more broadly as an aspirational guide for sound business practices in general…
Statement of Professional Values
This statement presents the core values of PRSA members and, more broadly, of the public relations profession. These values provide the foundation for the Member Code of Ethics and set the industry standard for the professional practice of public relations. These values are the fundamental beliefs that guide our behaviors and decision-making process. We believe our professional values are vital to the integrity of the profession as a whole.
We serve the public interest by acting as responsible advocates for those we represent. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate.
We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.
We acquire and responsibly use specialized knowledge and experience. We advance the profession through continued professional development, research, and education. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences.
We provide objective counsel to those we represent. We are accountable for our actions.
We are faithful to those we represent, while honoring our obligation to serve the public interest.
We deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. We respect all opinions and support the right of free expression.
Second, we engage and deploy sound and current professional business practices. Most industry business models drive from a paradigm created nearly a half century ago as a core part of our practice model, which PRSA calls “RACE” model…
R=Research (e.g., quantitative and more often qualitative research, via interviews and focus groups and study, both focus on outcome goals and intermediate goals);
A=Action (e.g., Plan Creative Problem-Solving Plan Design);
C=Communicate (e.g., Program Implementation); and
E=Evaluate (e.g., Business, Communications / Marketing, & Organizational Objectives, etc., with feedback and readjustment as necessary)
All this is done in a “collaborative process,” so you feel comfortable with the process and that you “own” the analysis, the solution and the implementation. Feel free to ask us to explain this, particularly as tailored to you and your organization.
Third, from an ethical point of view, we caution any client that, in all fairness, few if any in professional services can “guarantee an outcome.” An attorney cannot guarantee a victory in your lawsuit, a physician cannot guarantee to heal you, and, in our work, we cannot guarantee an outcome, that we will get your company sold, or a company bought, or that we will get you on the front page, or keep you off it, or that the new business you desire will come flooding in!
Not only is it not right to make such a guarantee, but we’re ethically prohibited from making such a guarantee. If you encounter someone in this work who “guarantees an outcome”, run – don’t walk – in the other direction!
What we do tell our clients is that you will receive our best efforts, including the
(a) “Asset Value” of our firm, 30+ years’ investment in our name and reputation, our relationships, our credibility and our access; (b) our experience broadly and deeply over some 30+ years across virtually every industry; and a (c) problem-solving skill set and approach that is validated by our accreditation, our election to our industry’s FellowShip as its highest honor, and some of our industry’s highest honors and awards.