The Practice of Public Relations Thirteenth Edition Chapter 6 Ethics If this PowerPoint presentation contains mathematical equations, you may need to check that your computer has the following installed: 1) MathType Plugin 2) Math Player (free versions available) 3) NVDA Reader (free versions available) * Learning ObjectivesTo discuss the one aspect that should differentiate public relations from the law and other business pursuits—ethics.To explore ethics—or the lack thereof—in today’s business, government, media, and public relations cultures.To discuss the concept of corporate social responsibility.To underscore the bedrock importance of public relations professionals “doing the right thing.” * Learning Objective 1To discuss the one aspect that should differentiate public relations from the law and other business pursuits—ethics. * Ethics = Great DifferentiatorThe practice of public relations is all about earning credibilityCredibility begins with telling the truthPublic relations must be based on doing the right thingEthics should be the great differentiator that separates public relations professionals from other professions Public relations must be based on “doing the right thing” – acting ethically, never lying * 2010 FTC complaint against Reverb Communications2011 Lanny Davis resigned as public relations representative for Ivory Coast leader Laurent Gbagbo2012 Walmart fired Mercury Public Relations for ruse Earn credibility by telling the truth and doing the right thing Some Unethical Public Relations Professionals * What are ethics?Right vs. wrong?Religious beliefs?What the law requires?Acceptable standards of behavior?Utilitarianism - greatest good for greatest number?Deontology (do what is right though the world should perish) Do the right thingCardinal rule of public relations: Never, ever lie * Unethical BehaviorGovernment seems perpetually rocked by ethical scandalsIn business, insider trading scandals have dominated the news in recent yearsIn sports, reputations of legendary baseball players were tarnished by steroid useIn entertainment, Bill Cosby was accused of sexual assault by more than 40 womenIn education, the president of Penn State was asked to leave following the cover up of the Jerry Sandusky scandalThe Catholic Church and nonprofit organizations have also had ethical scandals https://www.cbsnews.com/news/me-too-twitter-trend-sexual-assault-awareness-alyssa-milano/ Unethical behavior is all around us. Public relations professionals are expected to do the right thing. Although the rule is to never lie, a survey of 1700 public relations professionals revealed that 25% had lied on the job, 39% had exaggerated the truth, and 44% felt uncertain about the ethics of it. * Learning Objective 2To explore ethics—or the lack thereof—in today’s business, government, media, and public relations cultures. * PRSA Member Code of Ethics 2000AdvocacyHonestyExpertiseIndependenceLoyaltyFairness Fig.

1. The Practice of Public Relations
Thirteenth Edition
Chapter 6
Ethics
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equations, you may need to check that your computer has the
following installed:
1) MathType Plugin
2) Math Player (free versions available)
3) NVDA Reader (free versions available)
*
Learning ObjectivesTo discuss the one aspect that should
differentiate public relations from the law and other business
pursuits—ethics.To explore ethics—or the lack thereof—in
today’s business, government, media, and public relations
cultures.To discuss the concept of corporate social
responsibility.To underscore the bedrock importance of public
relations professionals “doing the right thing.”
*
Learning Objective 1To discuss the one aspect that should
differentiate public relations from the law and other business

2. pursuits—ethics.
*
Ethics = Great DifferentiatorThe practice of public relations is
all about earning credibilityCredibility begins with telling the
truthPublic relations must be based on doing the right
thingEthics should be the great differentiator that separates
public relations professionals from other professions
Public relations must be based on “doing the right thing” –
acting ethically, never lying
*
2010 FTC complaint against Reverb Communications2011
Lanny Davis resigned as public relations representative for
Ivory Coast leader Laurent Gbagbo2012 Walmart fired Mercury
Public Relations for ruse
Earn credibility by telling the truth and doing the right thing
Some Unethical Public Relations Professionals
*
What are ethics?Right vs. wrong?Religious beliefs?What the
law requires?Acceptable standards of behavior?Utilitarianism -
greatest good for greatest number?Deontology (do what is right
though the world should perish)
Do the right thingCardinal rule of public relations: Never, ever

3. lie
*
Unethical BehaviorGovernment seems perpetually rocked by
ethical scandalsIn business, insider trading scandals have
dominated the news in recent yearsIn sports, reputations of
legendary baseball players were tarnished by steroid useIn
entertainment, Bill Cosby was accused of sexual assault by
more than 40 womenIn education, the president of Penn State
was asked to leave following the cover up of the Jerry Sandusky
scandalThe Catholic Church and nonprofit organizations have
also had ethical scandals
https://www.cbsnews.com/news/me-too-twitter-trend-sexual-
assault-awareness-alyssa-milano/
Unethical behavior is all around us. Public relations
professionals are expected to do the right thing. Although the
rule is to never lie, a survey of 1700 public relations
professionals revealed that 25% had lied on the job, 39% had
exaggerated the truth, and 44% felt uncertain about the ethics of
it.
*
Learning Objective 2To explore ethics—or the lack thereof—in
today’s business, government, media, and public relations
cultures.
*

4. PRSA Member Code of Ethics
2000AdvocacyHonestyExpertiseIndependenceLoyaltyFairness
Figure 6-3 PRSA’s six values
Ethics are standards of conduct that indicate how one should
behave based on moral duties and virtues. An individual’s
conduct is measured not only against his or her conscience but
also against some norm of acceptability that society or an
organization has determined.
*
Doing the Right ThingJosephson Institute: ethics are “standards
of conduct that indicate how one should behave based on moral
duties and virtues”Right vs. wrongFairness vs.
unfairnessHonesty vs. dishonestyEthics depend on culture,
religion, education
*
Perspectives on EthicsUtilitarianism – “greater good”Golden
mean of moral virtue – between two extremesCategorical
imperative – act on maxim you will to become universal
lawPrinciple of utility – greatest happiness for greatest
numberJudeo-Christian ethic – love neighbor as thyself
Classical ethical distinctions exist. Philosophers throughout the
ages have debated the essence of ethics.
Utilitarianism suggests considering the greater good rather than

5. what may be best for the individual
To Aristotle, the golden mean of moral virtue could be found
between two extreme points of view.
Kant’s categorical imperative recommended acting “on that
maxim which you will to become a universal law”
Mill’s principle of utility recommended “seeking the greatest
happiness for the greatest number”
The traditional Judeo-Christian ethic prescribes “loving your
neighbor as yourself”
*
Applied Ethics – Professional EthicsPublic relations people
must always tell the truthHonesty and fairness are at the heart
of public relationsAre we doing the right thing?
*
Ethics in BusinessWhy do people think business ethics is an
oxymoron?Investments in ethics and compliance
programsCorporate Codes of ConductIncrease public
confidenceStem the tide of regulationImprove internal
operationsRespond to transgressions
“Among the more than 14,000 publicly registered companies in
the U.S. and the even larger number of privately held companies
there is a class of people who will lie to the public, the
regulators, their employees, and anyone else in order to increase
personal wealth and power.”
(Describes CEOs)
*

6. Sorry for Your Loss but…Nice Bag
How would you assess Valentino’s reaction to the publicity
surrounding its promotional email?
What might the company do to avoid a similar ethical public
relations lapse in the future?
Figure 6-4 Bereavement bag.
Actress Amy Adams was unaware that the Valentino bag she
carried to Philip Seymour Hoffman’s funeral would be at the
heart of a public relations firestorm.
*
Learning Objective 3To discuss the concept of corporate social
responsibility.
*
Corporate Social ResponsibilityHow companies manage
business processes for a positive societal impactSCR
areas/categories:Product linesMarketing practicesCorporate
philanthropyEnvironmental activitiesExternal
relationsEmployment diversity in retaining and promoting
minorities and womenEmployee safety and health
*

7. Ethics in Government24-hour cable news, 24/7 Internet
blogosphere increase scrutinyThe “sleaze factor” continued to
poison politicsThe public is less willing to tolerate such ethical
violations from their elected officials
*
Ethics in JournalismRespect dignity, privacy, rights and well-
being of people when gathering and presenting newsShould not
communicate unofficial charges affecting reputation or moral
character without giving accused chance to replyGuard against
invading a person’s right to privacyShould not pander to morbid
curiosity about details of vice and crime
*
Ethics in Journalism Judgments against ethical
standardsPlagiarism in The New York Times, Washington Post,
Boston GlobeRefusal to reveal sources/suppressing newsGet
stories at any cost/pay for storiesNBC Nightly News anchor
Brian Williams made up factsScreamers
Unfortunately, what is in the code often doesn’t reflect what
appears in print or on the air. Journalists judgments can run
into ethical principles, especially when every citizen is a
publisher on the Internet.
Lack of credibility hurts journalists. News has been broadened
to include adversarial screaming. Ratings suffered for networks

8. that opted out/remained neutral.
*
Journalists’ Code of Ethics
Figure 6-6 Journalists’ code.
The Society of Professional Journalists has elaborated in some
detail on the ethical guidelines that should govern all
journalists. Reprinted by permission of the Society of
Professional Journalists.
*
Learning Objective 4To underscore the bedrock importance of
public relations professionals “doing the right thing.”
*
Ethics in Public RelationsDifferentiates public relations from
other professions
Figure 6-7 Doing the right thing.
It is imperative that practitioners emulate the highest standards
of personal and professional ethics. Public relations
professionals should also counsel their clients in an ethical
direction.
*

9. Ethics in Public Relations
Relevant ethical theoriesAttorney/adversary model (Barney &
Black)Lawyers and public relations are advocates in an
adversarial climateBoth assume counterbalancing messages will
be provided by adversariesPractitioners have no obligation to
consider the public interest of any other outside view beyond
that of their client
*
Ethics in Public RelationsRelevant ethical theoriesTwo-way
communication model (Grunig)Collaborate, work jointly with
people, listen and give-and-takePractitioners should balance
his/her role as a client advocate with one as social
conscienceEnlightened self-interest model (Baker)Business do
well by doing goodCompanies gain a competitive edge and are
more respected in the industryResponsible advocacy model
(Fitzpatrick & Gauthier)Professional responsibility: first
loyalty to clientsResponsibility to voice opinions of
organizational stakeholdersPractitioner: both a professional
advocate and a social conscience
*
Six Core ValuesAdvocacy – act as responsible advocates; never
reveal confidential or private client informationHonesty – don’t
embellish or lieExpertise – guide client decision-
makingIndependence – strike an independent toneLoyalty –
loyalties must remain constantFairness – treat even obnoxious
reporters with fairness

10. *
Defending a DictatorMiddle East dictators sought help from
U.S. PR firms and scholarsMany accepted blood money and
attempted to portray dictators in a positive lightWhat are the
ethical implications associated with representing someone who
does not “do the right thing?”
Figure 6-8 (Photo: Donatella Giagnori/ZUMA Press/Newscom)
*
Case Study: Doing the Right Thing by Making a “Hurd”
DecisionPage 122What other options did Hewlett-Packard have
in dealing with Mark Hurd?Do you think the board did the right
thing?Had HP decided to slap its CEO on the wrists for his
infraction, what might have been the outcome for the company?
Figure 6-9 (Photo: MANDEL NGAN/AFP/Getty
Images/Newscom)
*
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following installed:
1) MathType Plugin
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3) NVDA Reader (free versions available)
*

11. *
*
Public relations must be based on “doing the right thing” –
acting ethically, never lying
*
*
*
Unethical behavior is all around us. Public relations
professionals are expected to do the right thing. Although the
rule is to never lie, a survey of 1700 public relations
professionals revealed that 25% had lied on the job, 39% had
exaggerated the truth, and 44% felt uncertain about the ethics of
it.
*
*
Ethics are standards of conduct that indicate how one should
behave based on moral duties and virtues. An individual’s
conduct is measured not only against his or her conscience but
also against some norm of acceptability that society or an
organization has determined.
*
*
Classical ethical distinctions exist. Philosophers throughout the
ages have debated the essence of ethics.
Utilitarianism suggests considering the greater good rather than
what may be best for the individual
To Aristotle, the golden mean of moral virtue could be found
between two extreme points of view.
Kant’s categorical imperative recommended acting “on that

12. maxim which you will to become a universal law”
Mill’s principle of utility recommended “seeking the greatest
happiness for the greatest number”
The traditional Judeo-Christian ethic prescribes “loving your
neighbor as yourself”
*
*
*
Actress Amy Adams was unaware that the Valentino bag she
carried to Philip Seymour Hoffman’s funeral would be at the
heart of a public relations firestorm.
*
*
*
*
*
Unfortunately, what is in the code often doesn’t reflect what
appears in print or on the air. Journalists judgments can run
into ethical principles, especially when every citizen is a
publisher on the Internet.
Lack of credibility hurts journalists. News has been broadened
to include adversarial screaming. Ratings suffered for networks
that opted out/remained neutral.
*
The Society of Professional Journalists has elaborated in some
detail on the ethical guidelines that should govern all
journalists. Reprinted by permission of the Society of
Professional Journalists.
*

13. *
It is imperative that practitioners emulate the highest standards
of personal and professional ethics. Public relations
professionals should also counsel their clients in an ethical
direction.
*
*
*
*
*
*
The Practice of Public Relations
Thirteenth Edition
Chapter 5
Management
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*

14. Learning ObjectivesTo discuss public relations as a
“management” function that serves the organization best when it
reports to the CEO.To explore in detail the elements that
constitute a public relations plan.To discuss public relations
objectives, campaigns, and budgets.To compare and contrast the
internal public relations department and the external public
relations agency.
*
Opening Example: Corporate CommunicationMicrosoft C E O
Satya Nadella landed in hot waterHe answered a question about
how women should ask for raises wrongCommunications
obstacles confront management“It takes a village to sell a C E O
to both Wall Street and Main Street”
Figure 5-1 Water under the bridge.
CEO Nadella replied to a question about how women should ask
for raises by suggesting they have faith that the system will
give them the right raise. Women are paid 78% as much as men.
Men with graduate degrees in Silicon Valley earn 73% more
than female counterparts. Men with bachelor’s degrees earned
40%. He acknowledged he answered the question completely
wrong. The communications obstacles that confront managers
mean today’s boss requires a village of communications
advisors.
*

15. It Takes A VillageExecutive coach – polish communications
strategies and skillsSocial media guru – create tweetings and
postingsSpeechwriter – hone words and thoughts of C E OMedia
coach – advise on how best to handle report
questionsPositioning coach – counsel on building a C E O’s
personal brandReputation manager – research, evaluate, and
advise on the C E O build the desired corporate imagePersonal
stylist – recommend what to wear and how to look
In many ways, the primary function of top manager is to serve
as the organization’s communicator, or public relations person.
A village of communications advisors can help managers
confront communications obstacles.
*
Learning Objective 1To discuss public relations as a
“management” function that serves the organization best when it
reports to the CEO.
*
Similarities between CEO and Public Relations Director? Both
set strategy and frame policyBoth serve as chief spokesperson,
corporate booster, reputation defenderBoth need to know
management functions like planning, budgeting, objective
settingPublic relations professionals must understand how top
management thinks and operates

16. *
Management Process of Public RelationsPublic relations is
planned, persuasive social managerial scienceManagers insist
on resultsBest public relations programs measured in
achievementsBuilding key relationships
*
Management Process of Public RelationsPublic Relations
Manager = Boundary RoleEdge of organizationLiaison between
organization and external/internal publicsSupport colleagues by
helping communication across organizational lines in and out of
the companyCommunicate key messages to realize desired
objectives
*
Reporting to Top ManagementPublic relations must report to
top managementAs interpreter, public relations director should
report to CEOFunction must remain independent, credible and
objectivePublic relations is the corporate conscience

17. *
Learning Objective 1
Discussion QuestionWhy is it imperative that public relations
report to top management?
*
Learning Objective 2To explore in detail the elements that
constitute a public relations plan.
*
Conceptualizing the Public Relations PlanStrategic planning for
public relations essentialKnow where campaign is headedWin
support of top managementDefend and account for actions
rams
*Note: Pay attention to what determines what
*

18. Public Relations Management Process – Four StepsDefine
problem or opportunityResearch current attitudes and
opinionsDetermine essence of problemProgrammingFormal
planningAddress key publics, strategies, tactics and
goalsActionCommunications
phaseImplementationEvaluationWhat worked and what
didn’tHow to improve in the future
*
Creating the Public Relations PlanExecutive summary –
overviewCommunication process – how it worksBackground –
mission, vision, values, eventsSituation analysis – major issues
and related factsMessage statement – major ideas and emerging
themesAudiences – constituencies related to issuesKey audience
messages – messages you want understoodImplementation –
issues, audiences, messages, media, timing, cost, outcomes and
evaluation methodsBudget – overall budgetMonitoring and
evaluation – measurement and evaluation against benchmark/
desired outcome
*
Activating the Public Relations CampaignBackground the
problem (situation analysis)Prepare the proposalSituation

19. analysisScope of assignmentTarget audiencesResearch
methodsKey messagesCommunications vehiclesProject
teamTiming and feesImplement planEvaluate plan
(implementation, recognition, attitude change)
*
Learning Objective 5.2: Discussion QuestionsWhat are the
elements that make up a public relations plan?What questions
must be answered in establishing valid public relations
objectives?
Learning Objective 3To discuss public relations objectives,
campaigns, and budgets.
*
Setting Public Relations ObjectivesHow will we manage our
resources to achieve our goals?
Good objectives stand up to the following questions:Do they
clearly describe the end result expected?Are they
understandable to everyone in the organization?Do they list a
firm completion date?Are they realistic, attainable and
measurable?Are they consistent with management’s objectives?

20. Please use these questions to evaluate the own objectives you
come up with in completing your PR management function
assignment (see blackboard)
*
Setting Public Relations Objectives
Managing by Objectives (M B O) and Managing by Results (M
B R)
Specify, conference, agree, and review
Goals clearly defined, specific, practical, attainable, measurable
Increasingly, public relations professionals are managing by
objectives (MBO) and by results (MBR) to help quantify the
value of public relations in an organization.
The two questions most frequently asked by general managers
of public relations practitioners are How can we measure public
relations results? And How do we know whether the public
relations program is making progress?
*
Most MBO Programs Share Four PointsSpecification of the
organization’s goalsConferences between the superior and the
subordinate to agree to achievable goalsAgreement between the
superior and the subordinate on objectives consistent with
goalsPeriodic reviews by the superior and the subordinate to
assess progress toward goals

21. The key is to tie public relations goals to the goals of the
organization and then to manage progress toward achieving
those goals.
*
Budgeting for Public RelationsFunctional
budgetingAdministrative budgetingKeys to budgetingEstimate
extent of resources – personnel and purchases Estimate cost and
availability of resourcesPay-for-PerformanceMake sure client is
aware of how charges are applied
*
Implementing Public Relations ProgramsMedia relationsSocial
media marketingInternal communicationsGovernment relations
and public affairsCommunity relationsInvestor
relationsConsumer relationsPublic relations researchPublic
relations writingSpecial interest public relationsInstitutional
advertisingGraphicsWebsite managementPhilanthropySpecial
eventsManagement counselingCrisis management
*
Learning Objective 4To compare and contrast the internal
public relations department and the external public relations

22. agency.
*
The Public Relations DepartmentStaff professional – department
at organization; support primary businessLine professional –
public relations agency; earn revenueOrganize for diverse
influencers
Figure 5-4 (Courtesy MasterCard Worldwide)
*
The Public Relations AgencyOutside looking inMight provide
more objective reading of publics’ concernsOrganize based on
industry groupingsMost difficult part of agency work =
retaining clients
*
Reputation ManagementIncreasingly, public relations agencies
claim their emphasis on “Reputation management” Strategically
manage an organization’s reputation, including brand, position,
goodwill, and imageReputation based on two elementsRational
products and performanceEmotional behavioral factorsCustomer

23. serviceCEO PerformancePersonal Experience
*
Reputation Management
Companies with good reputations
Can charge premium prices
Have greater access to new markets and products
Have greater access to capital
Profit from greater word-of-mouth endorsement
Possess unduplicated identity
Such distinctive organizations as Tiffany, Google, Dreamworks,
and the New York Yankees are all examples of entities with
unique and positive reputations that translate into hard-nosed
advantages.
*
What do Reputation Managers Do?Persuade consumers to
recommend and buy their productsPersuade investors to invest
in their organizationPersuade competent job seekers to enlist as
employeesPersuade other strong organizations to joint venture
with themPersuade people to support the organization when it is
attacked
*

24. Where Are the Jobs?Social media outreachCompany reputation
managementInvestor relationsCrisis managementPublic
relations agenciesNonprofit organizationsEmployee
communicationsSalaries higher in Victoria, TX; San Jose, CA;
and Washington, DCSalaries lower for women
*
Learning Objective 4
Discussion QuestionWhat are the fundamental differences
between working in a corporation and working in an agency as a
public relations professional?
*