The Ethical Public Relations Professional

4,231
-1

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
4,231
On Slideshare
0
From Embeds
0
Number of Embeds
16
Actions
Shares
0
Downloads
146
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • The Ethical Public Relations Professional

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

    ×