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PR Lecture 4
 

PR Lecture 4

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Ethics & Professionalism

Ethics & Professionalism

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    PR Lecture 4 PR Lecture 4 Presentation Transcript

    • Lecture 4 Ethics & Professionalism
    • What is Ethics?
      • How we should live our lives
      • Code of behavior
      • What is right or wrong?
    • Three common belief systems
      • Absolutist
        • Every decision is either right or wrong regardless of the consequences
      • Existentialist
        • Decision is based on immediate practical choice
      • Situationalist
        • What would cause the least harm or good
        • Often called the utilitarian approach
    • Other value orientations
      • Fairness or social justice
      • Virtue approach
      • Public Relations professionals have the burden of making ethical decisions that satisfy:
      • The public interest
      • Their employer
      • Their professional organization’s code of ethics
      • Their personal values
    • The ethical advocate
      • PR professional can ethically communicate at the same time he/she is serving as an advocate for an organization
    • The role of professional organizations
      • Public Relations Society of America (PRSA)
      • International Association of Business Communicators (IABC)
    • PRSA
      • www.prsa.org
      • Headquartered in New York City
      • 20,000 members, 116 chapters nation wide
      • Holds annual meeting
      • Publishes “Tactics,” “The Strategist”
    • PRSA’s Code of Ethics
      • Advocacy
      • Honesty
      • Expertise
      • Independence
      • Loyalty
      • Fairness
      • More www.prsa.org
    • IABC
      • International Association of Business Communicators
      • 2nd largest organization
      • www.iabc.com
      • More than 13,000 members in 60 nations
      • Publish “Communication World”
    • IPRA
      • International Public Relations Association
      • Based in London
      • www.ipra.org
      • 1000 members in 96 nations
      • Primarily senior international public relations executives
      • Major magazine, “Frontline”
    • Professional Codes of Conduct
      • IABC
      • Based on the principle that professional communication is not only legal and ethical but in good taste and sensitive to cultural values and beliefs.
      • Members are encouraged to be truthful, accurate, and fair in all of their communications
    • PRSP
      • Public Relations Society of the Philippines is the country’s premier organization for public relations professionals.
      • Mission is to advance the practice of public relations by
        • (1) uniting those engaged in the profession;
        • (2) encouraging continuing education of practitioners;
        • (3) generating public confidence in the profession by promoting high ethical practice and encouraging high standards of public service;
        • (4) playing the active role in all matters affecting the practice of public relations;
        • (5) and strengthening the relationships of public relations professionals with various stakeholders.
    • Codes for Specific Situations
      • Video News Releases
      • Internet Public Relations
      • Corporate Practice
    • Professionalism, Licensing and Accreditation
      • Should practitioners be licensed?
      • Act like a professional in the field
      • Careerist values vs. professional values
      • Accreditation-
      • ABC-Accredited Business Communicator
      • APR-Accredited in Public Relations
    • Ethics in Individual Practice
      • To what extent, if any, will I compromise my personal beliefs?
    • Ethical Dealings with The News Media
      • Total honesty
      • Gifts-
      • Shades of gray in the news business
      • Journalists are third parties who are supposed to be objective
      • Paid advocates