Spark PR on Values and Competencies in Public Relations

Written By: Maria Connolly, event director

Spark PR holds itself and its clients to the highest standard of ethics. Professionalism values and competencies stretch beyond the agency and into the individual lifestyles of employees and clients. The PRSA Member Statement of Professional Values defines the core values of PRSA members and of their profession. Below are the six values that Spark PR adheres to and how we apply our agency to these values.

Spark PR serves our current client, ALS Association Louisiana-Mississippi Chapter, by acting to positively brand their nonprofit. We advocate to the community to share facts about ALS and to inspire those within reach.

Our agency holds itself to the standards set by PRSA to promote the truth and deliver accuracy about our clients to the public.

Spark PR moves toward knowledge and experience in all industries. We believe that this benefits our publics and enhances our brand.

Spark PR understands the consequences of our actions and the actions of our clients and promises to provide counsel to the nonprofit when needed.

Our agency understands that loyalty to our clients should be priority. The health of each of our agency-client relationship stems from each agency representative’s ethics education.

Spark PR recognizes the freedom of speech and all forms of public expression. We also adhere to equality with clients, employers, competitors, peers, vendors, media, and the public.

In addition to these core professional values Spark PR prides itself on diversity of clients and audience. We believe that this is important to understand the needs of those producing and receiving this message as well as providing it in a clear and appropriate channel. Transparency is necessary to ensure past, present and future clients and agency wellbeing. produced a great article about the valued benefits a PR agency can offer a business most importantly stating that most business owners see their potential market as black and white.  PR agencies see the shaded grey.

By applying theories in presenting images and information, Spark PR is able to conduct and apply related research to the clients’ campaign. By engaging in this research, the audience gives our agency the tools we need to provide our clients with everything they need to succeed. This research is seen in different forms dependent of the information the client is seeking about its key publics. After our agency conducts extensive IRB approved surveys, we evaluate the responses to give strategic feedback to the client.

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Image courtesy of PRSA.

As a new public relations firm, Spark PR realizes that we may not have all the answers to our client’s problems, but we do have the tools and resources to work as a team and solve these problems to the best of our ability.

To find out more about the ALS Association Louisiana-Mississippi Chapter:





Maria Connolly, event director


Measuring the Value of PR: Want to know what effect media coverage is having on your business. (2006). Retrieved February 17, 2016, from

Public Relations Society of America (PRSA) Member Statement of Professional Values. (n.d.). Retrieved February 17, 2016, from


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