Trust & Ethics in PR — PRSA Training Series


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A PRSA education resource for Chapter Ethics Officers to provide materials and information to members regarding ethics in public relations.

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Trust & Ethics in PR — PRSA Training Series

  1. 1. Note to speaker: It is very unlikely you will make a presentation using all of these slides. This was prepared so that you can pick and choose material that suits your needs, all designed to communicate the importance of ethical communication. Most of the sources noted on each slide update their information annually. Just do a Web search for the most current information. Questions? Contact Tom Eppes [email_address]
  2. 2. Blank Slide
  3. 3. What’s the key to selling a car? Or anything else? <ul><li>PRSA Board of Ethics and Professional Standards, 2011 </li></ul>
  4. 4. It’s one word. Just five letters. And it defines each of the following people. __ __ __ __ __ <ul><li>See if you can fill in the blanks based on hints in the following slides. </li></ul>
  5. 5. James Earl Jones No. 1 on this attribute Tom Hanks No. 2 Michael J. Fox No. 3 Morgan Freeman No. 4 Forbes e-Poll 2010
  6. 6. Others in the Top Ten on this attribute Sally Field Ron Howard Will Smith Bill Cosby Denzel Washington Mike Rowe Forbes e-Poll 2010
  7. 7. __ R __ __ __ Need a hint? Let’s reveal one letter at a time…
  8. 8. __ R __ S __
  9. 9. __ R U S __
  10. 10. TRUST It’s critical to success in public relations.
  11. 11. What does it say about us that some celebrities are trusted so much and business, government and other institutions so little?
  12. 12. “ There is a pervading crisis of confidence and trust in the global corporate culture. Trust has been ruptured between many organizations and their constituencies. Yet trust is at the basis of every relationship. The loss of trust leads to the loss of reputation and, ultimately, to the loss of business.” Ruder-Finn Public Relations
  13. 13. Listen to Carly on trust. And think about the attributes of trust you’ll see on the bottom left of the screen.
  14. 14. Carly Fiorina, former CEO of HP
  15. 15. Trusted? Top 10?
  16. 16. Trusted?
  17. 17. Trusted?
  18. 18. Trusted?
  19. 19. Most Trusted Brand In the U.S. Millward Brown research, 2010
  20. 20. #2 Most Trusted Brand in America Millward Brown research, 2010
  21. 21. Top 10 Most Trusted Brands <ul><li> </li></ul><ul><li>FedEx </li></ul><ul><li>Downy </li></ul><ul><li>Huggies </li></ul><ul><li>Tide </li></ul><ul><li>Tylenol </li></ul><ul><li>Toyota (changing?) </li></ul><ul><li>WebMd </li></ul><ul><li>Pampers </li></ul><ul><li>UPS </li></ul>Milward Brown research, 2010
  22. 22. Is trust important to business? “ Trust is something business can’t do without...It isn’t some fuzzy nice-to-have; it’s the lubricant without which the City and Wall Street are as frozen as a rusted motor. If there is debt or credit, there has to be trust.” Business columnist Simon Caulkin, The Guardian
  23. 23. Who is trusted among TV News Networks? Public Policy Poll, 2010
  24. 24. America’s Most Trusted “Newsman” <ul><li>Jon Stewart </li></ul>
  25. 25. Can “Experts” Be Trusted? 2010 Edelman Trust Barometer
  26. 26. 2010 Edelman Trust Barometer Can sources be trusted?
  27. 27. What professions are most trusted? Will you define your profession? Or will it define you?
  28. 28. #1 Profession for Honesty and Ethical Standards Nurses
  29. 29. Best (and worst) Professions for Honesty and Ethics <ul><li>Nurses </li></ul><ul><li>Pharmacists </li></ul><ul><li>Police </li></ul><ul><li>Engineers </li></ul><ul><li>Dentists </li></ul><ul><li>College Teachers </li></ul><ul><li>Clergy </li></ul><ul><li>Chiropractors </li></ul><ul><li>Psychiatrists </li></ul><ul><li>Journalists </li></ul><ul><li>Bankers </li></ul><ul><li>Governors </li></ul><ul><li>Lawyers </li></ul><ul><li>Business Execs </li></ul><ul><li>Advertising practitioners </li></ul><ul><li>Senators </li></ul><ul><li>Insurance Sales </li></ul><ul><li>Stockbrokers </li></ul><ul><li>Members of Congress </li></ul><ul><li>Health Insurance Managers </li></ul>Gallup Poll, Nov. 2009
  30. 30. Do we trust government? Only 17% of Americans trust the government to do the right thing most or all of the time. 52% of Americans agreed with the statement that “quite a few government officials are crooked.” NY Times/CBS Poll, Oct. 2008
  31. 31. Do we even trust what we eat? Less than 20% of consumers trust food companies to develop and sell food products that are safe and healthy for themselves and their families. 60% are concerned about the safety of food they purchase. IBM Research June 24, 2009
  32. 32. CAN I TRUST YOU? That’s what defines reputation.
  33. 33. What Affects Corporate Reputation? 2010 Edelman Trust Barometer *Ranked #1 in 2006 **Ranked #3 in 2006
  34. 34. DO YOU AGREE OR DISAGREE WITH THIS STATEMENT? Trust is the most important consideration I make, even more than political viewpoint, when I consider who to vote for, and more important than price and quality when I consider who I do business with, or who I invest with. Researchers asked: Edelman Trust Barometer, 2007
  35. 35. DO YOU AGREE OR DISAGREE WITH THIS STATEMENT? Trust is the most important consideration I make, even more than political viewpoint, when I consider who to vote for, and more important than price and quality when I consider who I do business with, or who I invest with. 85% Agreed 66% Agreed Strongly Only 10% Disagreed Edelman Trust Barometer, 2007
  36. 36. Ethical behavior is the right thing to do. It’s also the foundation of long-term business success and profitability. How to earn trust
  37. 37. Note to Speaker Please use the following slides as needed for your presentation. Feel free to mix and match any slides to fit the subject matter you’ll be addressing.
  38. 38. Code of Ethics The Public Relations Society of America A standard for ethical behavior and trust building
  39. 39. Basic Code Principles Honesty Adhere to the highest standards of accuracy and truth in advancing the interests of those you represent and in communicating with the public. Maintain the integrity of relationships with the media, government officials, and the public. To ensure honesty, investigate the accuracy of information given to you. Reveal sponsors for causes/interests. Disclose financial interests.
  40. 40. Basic Code Principles Fairness Deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. Respect all opinions and support the right of free expression. Build trust with the public by revealing all information needed for responsible decision making.
  41. 41. Basic Code Principles Expertise Advance your profession through your continued professional development, research, and education. Build mutual understanding, credibility and relationships among a wide array of institutions and audiences.
  42. 42. Basic Code Principles Advocacy Serve the public interest by acting as responsible advocates for those you represent. Provide a voice for the organization through ideas, facts and viewpoints to aid informed public debate.
  43. 43. Basic Code Principles Independence Provide objective counsel to those you represent. Avoid real, potential or perceived conflicts of interest you will build the trust of clients, employers and the public.
  44. 44. Professional Standards Advisories (Code Additions & Updates) <ul><li>Plagiarism </li></ul><ul><ul><li>Falsely representing another’s ideas or words as your own </li></ul></ul><ul><ul><li>Different than copyright infringement </li></ul></ul><ul><ul><li>All too frequent today with Internet availability </li></ul></ul><ul><ul><li>Must give proper credit to creator </li></ul></ul>
  45. 45. Professional Standards Advisories (Code Additions & Updates) <ul><li>Looking the Other Way </li></ul><ul><ul><li>Failing to sound alarm for ethical dilemmas </li></ul></ul><ul><ul><li>Some professions don’t tell by custom </li></ul></ul><ul><ul><li>Too much “See no evil, hear no evil, speak no evil” </li></ul></ul>
  46. 46. Professional Standards Advisories (Code Additions & Updates) <ul><li>Expropriation of Intellectual Property of Others </li></ul><ul><ul><li>Stealing ideas from business presentations </li></ul></ul><ul><ul><li>Can happen when ideas are presented as part of RFP </li></ul></ul><ul><ul><li>Must have an upfront understanding and presentation must be presented with a copyright indicated </li></ul></ul>
  47. 47. Professional Standards Advisories (Code Additions & Updates) <ul><li>Use of Video News Releases as a Public Relations Tool </li></ul><ul><ul><li>Increasing scrutiny by FCC, Congress and other groups </li></ul></ul><ul><ul><li>News stories, B-roll and clips on video are VNRs </li></ul></ul><ul><ul><li>Producers of VNRs must indicate their origin </li></ul></ul><ul><ul><li>TV stations must indicate the origin of a VNR </li></ul></ul>
  48. 48. Professional Standards Advisories (Code Additions & Updates) <ul><li>BEPS is responsible for producing PSAs to inform and instruct PRSA members and other on how to deal with real-life ethical dilemmas. </li></ul><ul><li>More than 20 have been produced during the past decade. </li></ul><ul><li>PRSA members are urged to review all PSAs on the PRSA Web site --- </li></ul>
  50. 50. The Page Principles (The Arthur W. Page Society includes PR leaders from America’s leading corporations) <ul><li>Tell the truth. </li></ul><ul><li>Prove it with action. </li></ul><ul><li>Listen to the customer. </li></ul><ul><li>Manage for tomorrow. </li></ul><ul><li>Conduct public relations as if the whole company depends on it. </li></ul><ul><li>Realize a company’s true character is expressed by its people. </li></ul><ul><li>Remain calm, patient and good-humored. </li></ul>
  51. 51. How does trust pay out? <ul><li>Efficiency . Business transactions take longer and cost more when trust is absent. </li></ul><ul><li>Improved employee performance. One study showed trust in senior management improved profitability 13%. </li></ul><ul><li>Customer retention. Trust in salespeople has a significant impact on customer retention. </li></ul><ul><li>Vendor Selection. A survey of purchasing managers shows trust is a top criteria for selecting vendors. </li></ul><ul><li>Innovation . Product innovation increases when there is trust between business units. </li></ul>Arthur W. Page Special Report, 2009
  52. 52. How does the following clip measure up on honesty, transparency, full disclosure and candor ‘til it hurts?
  53. 54. Trust If you build it, they will come. (Domino’s Sales up Dramatically)
  54. 55. Board of Ethics and Professional Standards Public Relations Society of America