Public communicators must be guided

He who speaks on behalf of others “shall undertake to conduct  himself always and in all circumstances in such manner as to deserve and secure the confidence of those with whom he come into contact” and two, to act in all circumstances in such a manner as to take account of the respective interests of the parties involved, both the interests of the organisation which he serves and the interests of the public concerned,” and above all “ to carry out his duties with integrity, avoiding language likely to lead to ambiguity or misunderstanding and to maintain loyalty to his clients or employers, whether past or present.” 

Public communicators are directed to “refrain from subordinating the truth to other requirements, circulating information which is not based on established and ascertainable facts, taking part in any ventures or undertaking which is unethical or dishonest or capable of impairing human dignity and integrity and using any manipulative methods or techniques design