PR Lecture 4

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Ethics & Professionalism

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PR Lecture 4

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

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