Social Media Ethics: Letting the PRSA Code of Ethics Guide Your Behavior

Social Media Ethics Letting the PRSA Code of Ethics Guide Your Behavior September 29, 2011 Webinar

INTRODUCTION Deborah A. Silverman, Ph.D., APR Chair Board of Ethics and Professional Standards

Social Media activities that have damaged reputations and destroyed trust.
FACEBOOK FIASCO: OUR INDUSTRY IS BETTER THAN THIS --- PR Week
FTC ISSUES $250,000 FINE FOR FAKE ONLINE REVIEWS
--- Ragan’s PR Daily
WHOLE FOODS CEO CRITICIZED RIVAL IN ANONYMOUS POSTS
--- Bloomberg News KENNETH COLE’S EGYPT TWEET OFFENDS JUST ABOUT EVERYONE ON TWITTER
--- AOL.News

Questionable social media behavior begs the question: CAN I TRUST YOUR ORGANIZATION AT ALL?

“ Trust is like the air we breathe. When it’s present, nobody really notices. But when it’s absent, everybody notices.”
-- Warren Buffett
Slide Source: Michael G. Cherenson, APR, Oct. 2008

How can PR Pros help establish trust for an organization or a brand?
The Public Relations Society of America
Code of Ethics
A standard for ethical behavior and trust building

PRSA Code of Ethics
Values
Fairness
Independence
Advocacy
Honesty
Expertise
Loyalty
Provisions
Free Flow of Information
Competition
Disclosure of Information
Safeguarding Confidences
Conflicts of Interest
Enhancing the Profession

Now let’s look at some real case examples of Social Media Ethical Dilemmas

Patrick McLaughlin, APR Caldo Communications Fairness Independence

Ethical Decision-Making Process
Identify the ethical issue and/or conflict.
Determine internal/external factors likely to influence your decision (financial, contractual, legal issues, etc.).
Choose key PRSA values that apply.
Consider parties who will be affected by your decision and your obligation to each one.
Select ethical principles to guide your decision making (see PRSA code provisions).
Make a decision.

Fairness
Deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public.
Required Actions for PR Pros:
Respect all opinions.
Support the right of free expression.
Build trust with the public by revealing all information needed for responsible decision making.

Social Media Fairness Situations
Water district taps Google for good coverage
-- Los Angeles Times
http://www.latimes.com/news/local/la-me-central-basin-20110913,0,5172726.story

Independence
We provide objective counsel to those we represent to build the trust of clients, employers and the public. We are accountable for our actions.
Avoid real, potential or perceived conflicts of interest – for yourself, your organization, and your clients.
Speak up when others want to violate professional practice standards – be the voice of professionalism.
Speak truth to power – show the long-term value of ethical behavior and the consequences for unethical behavior.

Social Media Independence Situations
Interns posting false reviews.
$250K REASONS TO PAY ATTENTION TO THE ‘BLOGGER RULES’ -- PRSAY
http://prsay.prsa.org/index.php/2011/03/25/revisiting-ftc-blogger-rules/
http://www.nytimes.com/2010/08/27/technology/27ftc.html?_r=1

Patricia Whalen, Ph.D., APR Whalen Communications Advocacy Honesty

Advocacy
We serve the public interest by acting as responsible advocates for those we represent.
Tell your organization’s side of the story honestly without using misleading facts, spurious arguments or bogus emotional appeals.
Provide a voice for the organization through ideas, facts and viewpoints to aid informed public debate.

Social Media Advocacy Situations
DUKE NUKEM’S PR THREATENS TO PUNISH SITES THAT RUN NEGATIVE REVIEWS
-- Wired.com
http://www.wired.com/epicenter/2011/06/duke-nukems-pr-threatens/
Redner Group Loses Biggest Client Over Tweet -- Advertising Age
http://adage.com/article/digital/redner-group-loses-biggest-client-tweet/228225/

Honesty
We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.
Maintain the integrity of relationships with the media, government officials, and the public.
Investigate the accuracy of information given to you.
Reveal sponsors for causes/interests.
Disclose financial interests.

Social Media Honesty Situations
Marie Callender’s fake “intimate Italian restaurant” and hidden camera:
BLOGGERS DON’T FOLLOW THE SCRIPT, TO CONAGRA’S CHAGRIN – New York Times
http://www.nytimes.com/2011/09/07/business/media/when-bloggers-dont-follow-the-script-to-conagras-chagrin.html

Ellen Hartman, APR, PRSA Fellow Hartman Public Relations Expertise Loyalty

We advance our profession through our continued professional development, research, and education.
Know your craft and stay informed (read the code of ethics and the Professional Practice standards).
Build mutual understanding, credibility and relationships among a wide array of institutions and audiences.
Expertise

Social Media Expertise Situations
@Kennethcole
“ Millions are in an uproar in #Cairo. Rumor is they heard our new spring collection is now available online. KC”
Kenneth Cole's Egypt Tweet Offends Just About Everyone on Twitter
--- AOL.News
http://money.cnn.com/2011/02/03/news/companies/KennethCole_twitter/index.htm
http://mashable.com/2011/02/03/kenneth-cole-egypt/
http://latimesblogs.latimes.com/chatter/2011/02/kenneth-cole-twitter-egypt-cairo.html

Loyalty We are faithful to those we represent, while honoring our obligation to be honest and serve the public interest.
Act in the best interests of the client.
Protect the privacy rights of clients, organizations, and individuals by safeguarding confidential information, even when no longer employed by them.

Social Media Loyalty Situations
Red Cross' Rogue Beer Tweet Brings in Donations
@Redcross
“ Ryan found two more 4 bottle packs of Dogfish Head’s Midas Touch bear….when we drink we do it right #gettingslizzerd”
http://money.cnn.com/2011/02/17/smallbusiness/dogfish_redcross/index.htm
http://www.aolnews.com/2011/02/17/rogue-beer-tweet-by-red-cross-employee-leads-to-donations/
http://www.aolnews.com/2011/02/17/rogue-beer-tweet-by-red-cross-employee-leads-to-donations/

Bottom Line: Reputation is based on trust. Profits come from strong reputations. And strong reputations come from doing the right thing.

For more information about the
PRSA Code of Ethics go to:
www.prsa.org

http://prsay.prsa.org	1217
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http://paper.li	210
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http://a0.twimg.com	7
http://twitter.com	4
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Social Media Ethics: Letting the PRSA Code of Ethics Guide Your Behavior

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Social Media Ethics: Letting the PRSA Code of Ethics Guide Your Behavior Presentation Transcript