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1. Copyright © 2001, Prentice Hall, Inc.
CHAPTER 4

2. 2
Copyright ©2001 Prentice Hall, Inc.
QUICK QUIZ
What are...
Standards followed in
relationships with others.

3. 3
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INTEGRITY
FAIRNESS
HONESTY
VIRTUE
ETHICS

4. 4
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FOOD FOR THOUGHT…
“…the golden mean of moral virtue.”
~ Aristotle
“…the maxim which you will to become
universal law.” ~ Kant
“…the greatest happiness for the greatest
number.” ~ Mill

5. 5
Copyright ©2001 Prentice Hall, Inc.
ublic
elations
ociety of
merica
Code of
Professional Standards
Practitioners must be
scrupulously honest
and trustworthy,
acting at all times in
the public interest.

6. 6
Copyright ©2001 Prentice Hall, Inc.
The Public Relations Society of America
Code of Standards
&
The International Association of Business
Communicators Code of Standards
that HONESTY and FAIRNESS lie
at the heart of public relations practice.

7. 7
Copyright ©2001 Prentice Hall, Inc.
MERLIN SAYS…
A KICKBACK maybe:
 Cash
 Gifts
 Donations to your
favorite charity

8. 8
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What is the purpose of Corporate
Codes of Conduct?
QUICK QUIZ
1. To increase public confidence
2. To reduce regulation
3. To improve internal operations
4. To respond to transgressions

9. 9
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Corporate Social Responsibility
Let’s Discuss
Product Lines:
 Quick processed foods
 Gun issues, especially assault weapons

10. 10
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Corporate Social Responsibility
Let’s Discuss
Marketing Practices:
 Product dumping
 Planned obsolescence

11. 11
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Corporate Social Responsibility
Let’s Discuss
Corporate Philanthropy:
 Political donations

12. 12
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Corporate Social Responsibility
Let’s Discuss
Environmental Activities:
 Pollution permits
 Green belts
 Tax breaks

13. 13
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Corporate Social Responsibility
Let’s Discuss
External Relations:
 Suppliers
 Competitors

14. 14
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Corporate Social Responsibility
Let’s Discuss
Employee Safety & Health:
 Hearing loss issues
 Workers Compensation claims

15. 15
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How did Dick Morris
violate governmental
ethics?

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Ethics in Journalism
Let’s Discuss
The Society of Professional Journalists
says:
1. Journalists should always respect people’s
dignity, privacy, and rights.
2. Media should give the accused a chance to
reply.
3. News media must guard a person’s right to
privacy.
4. News media should not pander to the public.

17. 17
Copyright ©2001 Prentice Hall, Inc.
Frequent VIOLATIONS of the Public
Relations Society of America’s Code of
Professional Standards…
1st most cited violation:
Dealing fairly with clients, employers,
and fellow practitioners

18. 18
Copyright ©2001 Prentice Hall, Inc.
Frequent VIOLATIONS of the Public
Relations Society of America’s Code of
Professional Standards…
2nd most cited violation:
Adhering to truth, accuracy, and good
taste

19. 19
Copyright ©2001 Prentice Hall, Inc.
Frequent VIOLATIONS of the Public
Relations Society of America’s Code of
Professional Standards…
3rd most cited violation:
Conducting professional life in accord
with the public interest

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Copyright ©2001 Prentice Hall, Inc.
Frequent VIOLATIONS of the Public
Relations Society of America’s Code of
Professional Standards…
4th most cited violation:
Intentionally communicating false or
misleading information

21. 21
Copyright ©2001 Prentice Hall, Inc.
Frequent VIOLATIONS of the Public
Relations Society of America’s Code of
Professional Standards…
5th most cited violation:
Corrupting the channels of
communication or the processes of
government

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Copyright ©2001 Prentice Hall, Inc.
What are special ethical issues in
Cyberspace
QUICK QUIZ
 Privacy
 Information Accuracy
 Access to Information
 Intellectual Property Rights
Can you think of more?