Ethics in public relations

Today in strategic communications research we discussed ethics in public relations and how it applies specifically to the topic of research.
Confidentiality/anonymity
This sticks out in my mind as the main theme throughout. Confidentiality and anonymity so important to people who decide to participate in a survey, focus group or any other kind of research project. Employees don't want to worry about losing their jobs or being treated unfairly by their bosses after news about what they say leaks out. Even for those people who would answer very positively about their workplace and employer, they too could be privileged in a way that wouldn't be fair to others. Without considering the topic of crimes or illegal/harmful acts, the promise of confidentiality is such a vital thing to always follow through with. However, when someone admits to doing something against the law, your own personal ethics and guidelines should kick in.
Compliance
Participants must knowingly agree to be a part of the research experiment or survey that is being conducted. Ethically, people can't be used without knowing it. If someone doesn't comply to take part, they cannot be forced to do so.
Withdrawal
Along with the idea of compliance, participants must understand if they do agree to be a part of the experiment, they can withdraw at any time. I feel we, as humans, have a right to decide, whether halfway into an experiment or not, if we want to continue through to the end. We deserve a right to withdraw without punishment. Any rewards that were promised in the beginning must still be given (maybe in a reduced form) to those who withdraw.
True understanding
Participants must really understand what it is they're getting themselves into. Ethical guidelines are broken when words are twisted to convey one thing and the participants show up only to realize they have to do something completely different than what they thought.
No harm
Research must not harm participants in any way, whether it be physically, mentally or emotionally. If research does cause harm to a participant, everything must be done to fix whatever was "broken."
Labeling
Never refer to participants as "subjects" or "victims." Use "people" or "participants."
Proprietary info
Although you may conduct the research and follow through with confidentiality/anonymity, any information you collect is proprietary and belongs to the company for which you work.