March 2008 Issue
PROFESSIONAL PRACTICE & ETHICS CORNER
APEGGA members with professional practice or ethics questions are welcome to mail them to Ray Chopiuk, P.Eng., Director, Professional Practice, APEGGA, 1500 Scotia One, 10060 Jasper AVE NW, Edmonton, AB T5J 4A2; fax them to 780-426-1877; or e-mail them to rchopiuk@apegga.org.
Q
I have recently had a falling out with my previous partners and have started
a new consulting firm. I have worked on many projects with the pervious firm
and would like to know how I can portray that experience (and that of my staff)
on our brochures, websites, etc.
A
Perhaps the most important thing to keep in mind is that you must not exaggerate
or misrepresent your experience or that of your firm. The previous firm could
be expected to take exception to you claiming that your new consulting firm was
responsible for the development and management of a particular project, for example,
when in reality your firm didn’t even exist at that time.
Such a statement would be a misrepresentation when, in fact, you had only gained
that experience as an employee of the previous firm. You could highlight that
experience in your personal qualifications, however, in support of your firm’s
capabilities.
Q
Am I required to identify where I obtained my experience? In other words, do
I have to show my previous employer’s name (now my competitor) in my materials?
A
There is nothing that compels you to include, in your brochure, the names of
the organizations for which you have worked. You would need to determine whether
omitting such information reduces the credibility or value of any statements
that you make regarding your experience, and balance that against your desire
not to alert your readers to the competing firm.
Ultimately, it will be up to your prospective clients to decide if they want you to elaborate on where or how you obtained your experience. They may feel they need that information in order to properly evaluate your credentials. While you are not obligated to promote a competitor’s capabilities, the important point is that you must not misrepresent your involvement.
Q
Can we use the APEGGA logo on our brochures and promotional materials?
A
When obtained directly from APEGGA, the logo can be used on member and permit
holder letterhead, business cards, websites and signage. There are several versions,
depending on your type of membership. Certain standards should be followed whenever
the logo is used.
You are also required to provide APEGGA with a proof of the material before using the logo. Details are available on APEGGA’s website.
Also, APEGGA’s Practice Standards Committee has prepared a Guideline for Advertising of Professional Services. The document outlines the guiding principles that govern advertising and promotional materials. It also provides details of various requirements for specific items such as brochures, signs, radio and television commercials, newspaper ads, etc.