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The Ethical Public Relations Professional


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The Ethical Public Relations Professional

  1. 1. The Ethical PR Professional Barbara B. Nixon, Ph.D. (ABD)
  2. 2. In the News . . . <ul><li>Consider the ethics in this news clip </li></ul>
  3. 3. Overview <ul><ul><li>What are ethics? </li></ul></ul><ul><ul><li>Ethics in individual practice </li></ul></ul><ul><ul><li>Ethical dealings with the news media </li></ul></ul>Copyright © Allyn and Bacon 2006
  4. 4. “ Ethics” means . . .
  5. 5. What Are Ethics? <ul><li>Value System by which a person determines what is right or wrong </li></ul>Copyright © Allyn and Bacon 2006
  6. 6. Three Ethical Orientations <ul><ul><li>Absolutist </li></ul></ul><ul><ul><ul><li>Every decision is right or wrong </li></ul></ul></ul><ul><ul><li>Existentialist </li></ul></ul><ul><ul><ul><li>Decision made on basis of immediate practical choice </li></ul></ul></ul><ul><ul><li>Situationalist </li></ul></ul><ul><ul><ul><li>What will cause the least harm or most good </li></ul></ul></ul>
  7. 7. PR Professionals Make Ethical Decisions that Must Satisfy . . . <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 own personal values </li></ul>
  8. 8. Ethics in Individual Practice <ul><li>Be honest </li></ul><ul><li>Convey sense of business ethics </li></ul><ul><li>Respect integrity and position of opponents </li></ul><ul><li>Develop trust </li></ul>Copyright © Allyn and Bacon 2006
  9. 9. Ethics in Individual Practice, cont’d <ul><li>Present all sides of an issue </li></ul><ul><li>Balance loyalty </li></ul><ul><li>Don't sacrifice long-term objectives </li></ul><ul><li>Be prepared to sacrifice security for standards </li></ul>Copyright © Allyn and Bacon 2006
  10. 10. Ethical Dealings with the News Media <ul><li>Less than total honesty destroys credibility </li></ul>Copyright © Allyn and Bacon 2006
  11. 11. Ethical Dealings with the News Media <ul><li>Achieve trust by avoiding </li></ul><ul><ul><li>Junkets </li></ul></ul><ul><ul><li>Extravagant parties </li></ul></ul><ul><ul><li>Expensive gifts </li></ul></ul><ul><ul><li>Personal favors </li></ul></ul>Copyright © Allyn and Bacon 2006
  12. 12. Ethical Decision Making in PR is Like