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The Ethical Public Relations Professional
 

The Ethical Public Relations Professional

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The Ethical Public Relations Professional The Ethical Public Relations Professional Presentation Transcript

  • The Ethical PR Professional Barbara B. Nixon, Ph.D. (ABD)
  • In the News . . .
    • Consider the ethics in this news clip
    http://youtube.com/watch?v=hyry7RjREyY
  • Overview
      • What are ethics?
      • Ethics in individual practice
      • Ethical dealings with the news media
    Copyright © Allyn and Bacon 2006
  • “ Ethics” means . . .
  • What Are Ethics?
    • Value System by which a person determines what is right or wrong
    Copyright © Allyn and Bacon 2006
  • Three Ethical Orientations
      • Absolutist
        • Every decision is right or wrong
      • Existentialist
        • Decision made on basis of immediate practical choice
      • Situationalist
        • What will cause the least harm or most good
  • PR Professionals Make Ethical Decisions that Must Satisfy . . .
    • The public interest
    • Their employer
    • Their professional organization’s code of ethics
    • Their own personal values
  • Ethics in Individual Practice
    • Be honest
    • Convey sense of business ethics
    • Respect integrity and position of opponents
    • Develop trust
    Copyright © Allyn and Bacon 2006
  • Ethics in Individual Practice, cont’d
    • Present all sides of an issue
    • Balance loyalty
    • Don't sacrifice long-term objectives
    • Be prepared to sacrifice security for standards
    Copyright © Allyn and Bacon 2006
  • Ethical Dealings with the News Media
    • Less than total honesty destroys credibility
    Copyright © Allyn and Bacon 2006
  • Ethical Dealings with the News Media
    • Achieve trust by avoiding
      • Junkets
      • Extravagant parties
      • Expensive gifts
      • Personal favors
    Copyright © Allyn and Bacon 2006
  • Ethical Decision Making in PR is Like