Ethics and regulation in public relations Dr. Kaja Tampere

Historical reasons Public relations developments through century Professionalization and principles for practices Reasons why ethics in PR field is very important PR officers responsibility Public Relations and Propaganda – friends, brothers or enemies? Role of journalism studies in public relations action Paradigmatic changes in PR field due 20 th century

Public relations developments through century

Professionalization and principles for practices

Reasons why ethics in PR field is very important

PR officers responsibility

Public Relations and Propaganda – friends, brothers or enemies?

Role of journalism studies in public relations action

Paradigmatic changes in PR field due 20 th century

Excellence theory as a fundament for PR activities Grunig’s concept about worldview: conflict between symmetrical and asymmetrical worldview The asymmetrical is an egocentric (self-oriented) perspective that produces asymmetrical communication organizations with a symmetrical worldview view communication as interactive behavior in which two or more people (or systems) collaborate in constructing cognition and attitudes so that they behave in ways either “synergistic or symbiotic” 4 models for practice: press agentry/publicity, public information, two-way asymmetrical models, and two-way symmetrical model

Grunig’s concept about worldview: conflict between symmetrical and asymmetrical worldview

The asymmetrical is an egocentric (self-oriented) perspective that produces asymmetrical communication

organizations with a symmetrical worldview view communication as interactive behavior in which two or more people (or systems) collaborate in constructing cognition and attitudes so that they behave in ways either “synergistic or symbiotic”

4 models for practice: press agentry/publicity, public information, two-way asymmetrical models, and two-way symmetrical model

Role of public relations today Relationships with journalists Conceptual frameworks of co-existence, dialogue, and symbiotic relationships. Role that public relations plays in making organisations responsive to public (stakeholder) interests public relation’s essential contribution to the public information system, through which democratic society functions.

Relationships with journalists

Conceptual frameworks of co-existence, dialogue, and symbiotic relationships.

Role that public relations plays in making organisations responsive to public (stakeholder) interests

public relation’s essential contribution to the public information system, through which democratic society functions.

Public relations also helps organisations anticipate and react to significant public perceptions and opinions, new values and life-styles in the marketplace, power shifts among the electorate and within legislative bodies, and other changes in the social, economic, technological, and political environment. Without the public relations function, organisations would become dysfunctional due to their insensitivity to change.

Public relations also helps organisations anticipate and react to significant public perceptions and opinions, new values and life-styles in the marketplace, power shifts among the electorate and within legislative bodies, and other changes in the social, economic, technological, and political environment.

Without the public relations function, organisations would become dysfunctional due to their insensitivity to change.

Public relations helps make organisations responsive to others by monitoring their needs and interests, interpreting those needs in light of organisational decisions and actions, and providing feedback and counsel to management. This contributes to making the democratic process more effective. Another social utility of public relations is the facilitation of the democratic process by making information available Public relations serves society by mediating conflict and by building relationships essential to the dynamic consensus upon which social order is based

Public relations helps make organisations responsive to others by monitoring their needs and interests, interpreting those needs in light of organisational decisions and actions, and providing feedback and counsel to management. This contributes to making the democratic process more effective.

Another social utility of public relations is the facilitation of the democratic process by making information available

Public relations serves society by mediating conflict and by building relationships essential to the dynamic consensus upon which social order is based

Paradox? 'Public relations responds to social needs, not special interests' (Cutlip 1985: 20)

'Public relations responds to social needs, not special interests'

(Cutlip 1985: 20)

Regulations http://www.globalpr.org/knowledge/ethics/protocol.asp Code of Athens: http://www.ipra.org/detail.asp?articleid=22 Code of Lisbon: http://www.cerp.org/codes/european.asp http://www.instituteforpr.org/essential_knowledge/detail/ethics_and_public_relations/ ProComi (Finnish) code of ethics: http://www.procom.fi:80/Resource.phx/sivut/sivut-procom/ajankohtaista/saannotjaeettisetohjeet.htx

http://www.globalpr.org/knowledge/ethics/protocol.asp

Code of Athens: http://www.ipra.org/detail.asp?articleid=22

Code of Lisbon: http://www.cerp.org/codes/european.asp

http://www.instituteforpr.org/essential_knowledge/detail/ethics_and_public_relations/

ProComi (Finnish) code of ethics: http://www.procom.fi:80/Resource.phx/sivut/sivut-procom/ajankohtaista/saannotjaeettisetohjeet.htx

Case Study What is the right decision? How Public Relations officer can behave and act in this situation?