Public relations 3

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Dennis L. Wilcox Glen T. Cameron Bryan H. Reber
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Public Relations:
Strategies and Tactics
11th Edition, Global Edition

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Chapter 3
Ethical Considerations and the
Role of Professional Bodies

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Understand the role of the ethical
advocate
Appreciate the role that professional
groups play in setting standards
Be familiar with the progress being made
toward professionalism
Define the characteristics of being a public
relations professional
Be ethical when working with the media
Chapter 3 Objectives

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Understanding Ethics and Values
 Ethics
 standards of conduct;
how we should behave
based on right and
wrong
 Values
 central beliefs that
determine how we will
behave in a given
situation
Insert cartoon
on p. 71

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The PR Burden
 Making ethical decisions that consider
The public interest
The employer’s self-interests
The standards of the public relations
profession
Their personal values

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 Exaggerating a product’s qualities
 Defending a company’s poor
environmental record
 Speaking on behalf of tobacco/liquor
industry
 Organizing “front groups”
Consider Your Threshold
of Discomfort

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Philosophical Orientations
 Kant’s
absolutist
philosophy
 Aristotle’s
existential
approach
 Mill’s utilitarian
approach

8. The Ethical Advocate
 Can a person ethical and an advocate?
Considered biased and manipulative by some
 Expected by public to be advocate
Public knows PR is persuasive and can
evaluate messages within context
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9. The Role of Professional
Organizations
 Develop standards of ethics
 Advance professional development
through continuing education
Publications
Conferences
Short courses
Seminars
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Public Relations
Society of America (PRSA)
 Top 4 responsibilities
for PRSA members:
 Media relations
 Writer/editor
 Marketing
communications
 Corporate
Communications

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Other Large PR Organizations
 Public Relations Student Society of
America (PRSSA)
 The International Association of Business
Communicators (IABC)
 The International Public Relations
Association (IPRA)

12. Employment Categories of
Professional Organizations
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13. Professional Codes of Conduct
 Numerous codes with common themes
Honesty
Accuracy
Fairness
 Most codes considered “toothless”
Expelled from organization is punishment
Can still practice PR
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Codes for Specific Situations
 Internet transparency
 Video news releases
 Financial information
 Corporate practice

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Other Steps
Toward Professionalism
 Education
 Training
 Literature
 Research
 Code of Ethics

16. Changing Practitioner Mindsets
 Individual must act like professional
Sense of independence
Sense of responsibility
Concern for the profession
Loyalty to professional standards over client
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17. Expanding Body of Knowledge
 Academic Journals
 Journal of Public Relations Research
 Public Relations Review
 Trade Publications
 PRWeek
 Adweek
 Major Centers of Research
 Institute for Public Relations (IPR)
 Strategic Public Relations Center at USC
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Professional Accreditation
 The IABC Model
Written and oral exams
Portfolio of work samples
 The PRSA Model
Preview course and “readiness” questionnaire
Portfolio of work
Written Exam
 Required continuing education

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Ethical Dealings
with the News Media
 Honesty doesn’t mean answering every
question asked
 3 main areas of ethical concerns
Gifts to journalists
Linking ads with news coverage
Transparency and disclosure issues