Sipureco follows existing laws, agreements and The Danish Union of Journalists’ standards for communication ethics.
When the bureau’s manager and staff perform journalistic tasks, this is in accordance with The Danish “Advisory Rules for Sound Press Ethics” (link to the rules in Danish)
The agency’s manager and staff provide customers with professional advice and a realistic picture of the effect of communication.
Sipureco works actively to gain insight into the needs and knowledge level of various target groups and represent the target groups to the clients of the agency.
The agency works deliberately to ensure that the messages reach the target groups in the most productive way with respect for both target groups and other recipients.
Sipureco informs its customers if there are conflicts of interest and/or conflicts of interest that may affect the agency’s work and/or the customer’s reputation.
The agency provides its customers with the confidentiality and secrecy needed in a good and professional collaboration. The duty of confidentiality does not relate to general information or interviews based on general information. However, non-public information and information perceived by the agency as confidential and given in confidence will not be shared by the third party.
When Sipureco contacts others on behalf of its customers, it is always open about whom the agency represents.
Sipureco does not misrepresent facts and acts in such a way as to promote respect for and trust in the communication profession and the role of communicator.
Sipureco’s management and employees are actively developing their professional skills.
Sipureco’s communication ethic is based on standards adopted by The Danish Union of Journalists’ Communications Board and the Media and Communication Policy Committee at The Danish Union of Journalists, 20 February 2016. Inspiration was also gathered from The Public Relations Branch’s ethical rules.