Annual Editions Journal SummaryInstructions1. Summarize eac.docx

Annual Editions Journal Summary
Instructions:
1. Summarize each of the readings in the tables below.
2. You may expand the table to accommodate your information.
3. Write in complete sentences using proper grammar and
mechanics.
Readings:
· Unit 4 in the textbook: Personal Security
· Engine of the Information Technology
· Network Insecurity: Are We Losing the Battle against Cyber
Crime?
· New Document Sheds Light on Government's Ability to
Search iPhones
· A Beginner's Guide to Building Botnets—with Little Assembly
Required
· Google's European Conundrum: When Does Privacy Mean
Censorship?
Reading #12 - Engine of the Information Technology
Main idea of the article:

Information presented: List at least five points made by the
author
1.
2.
3.
4.
5.
Response to the article:
Reading #13 – A Beginner's Guide to Building Botnets—with
Little Assembly Required
author
1.
2.

3.
4.
5.
Reading #14 – Network Insecurity: Are We Losing the Battle
against Cyber Crime?

author
1.
2.
3.
4.
5.
Adapted from Dushkin Online Annual Editions Test Your
Knowledge Form http://www.dushkin.com/online/

Adapted from
Dushkin Online Annual Editions Test Your Knowledge Form
http://www.dushkin.com/online/
Annual Editions
Journal
Summary
Instructions:
1.
Summarize each of the readings in the tables below.
2.
You may expand the table to accommodate your information.
3.
Write in complete sentences using proper grammar and
mechanics.
Readings:
·
Unit
4

in the textbook:
Personal Security
o
Engine of the Information Technology
o
Network Insecurity: Are We Losing the Battle against Cyber
Crime?
o
New Document Sheds Light on Government's Ability to
Search iPhones
o
A Beginner's Guide to Building Botnets
—
with
Little Assembly
Required
o
Google's European Conundrum: When Does Privacy Mean
Censorship?

Reading #12
-
Engine of the Information Technology
author
1.
2.
3.
4.
5.

Adapted from Dushkin Online Annual Editions Test Your
Knowledge Form
http://www.dushkin.com/online/
Annual Editions Journal Summary
Instructions:
1. Summarize each of the readings in the tables below.
2. You may expand the table to accommodate your information.
3. Write in complete sentences using proper grammar and
mechanics.
Readings:
o Engine of the Information Technology
o Network Insecurity: Are We Losing the Battle against Cyber
Crime?
o New Document Sheds Light on Government's Ability to
Search iPhones
o A Beginner's Guide to Building Botnets—with Little
Assembly
Required
o Google's European Conundrum: When Does Privacy Mean
Censorship?

Reading #12 - Engine of the Information Technology
author
1.
2.
3.
4.
5.

Stout out and about
Bus system that is open to students, staff and faculty of schools
within the Menomonie/Dunn County School District, including
UW Stout
Allows transportation to the Twin Cities/surrounding areas from
Friday- Sunday during the academic year from August 1st- June
1st.
2
Program Rules and Accessibility
No Refunds
Only available during August- June
Use mobile app to buy tickets and track your bus. The app will
let users know when a bus get's full and it's estimated of
arrival.
More accessible and more convenient than other bus systems
that only allow students and faculty to travel to the twin-
cities about once a month.
With "Stout Out and About" you get the freedom to plan your
trip.
https://www.youtube.com/watch?v=QmgaRBH9Cz0

3
Bus Pass cost
Round trip $4.00
Weekend day pass $10.00 (Friday-Sun)
Monthly pass $20.00
Tickets can be purchased on mobile app or Ticket vending
machine located at MSC on campus.
Bus schedule
Friday 10am – 10pm
Saturday 8am – 10pm
Sunday 8am – 7pm
Locations:
Stop A Downtown Saint Paul Holiday Inn
Stop B Downtown Minneapolis Holiday Inn
Stop C Mall of America
Additional stops include large events in Twin Cities
surrounding areas.
4
Events and Attractions
Events
Minnesota state fair

Red bull crashed ice
Pond hockey championships
Festivals
Attractions:
Boom island park and falls park
Target field
Minnesota Zoo
Target center
Mall of America
US Bank Stadium
Mystic Lake Casino
5
Hotel Perks
Stay at select hotels for 30% off of single night stay per
weekend when you show your bus pass and student ID
Any room of your choice
Hotel discount available at Holiday Inn at Minneapolis,
Minnesota and St. Paul, Minnesota locations.
Hotel Perks Locations
Holiday Inn Express & Suites Minneapolis-Downtown
225 South Eleventh Street, Minneapolis, Minnesota, 55403,
United States
1 standard room regular price: $126
discount price: $88.20
2 Queen regular price $136
discount price: $40.80

Holiday Inn St. Paul Downtown
175 West 7th Street, St. Paul, Minnesota, 55102, United States
1 standard room regular price: $155
Discount price: $108.50
2 Queen regular price: $155
Discount Price: $108.50
Resources
https://www.youtube.com/watch?v=OmgaRBH9Cz0
https://www.ihg.com/holidayinnexpress/hotels/us/en/minneapoli
s/mspdt/hoteldetail?cm_mmc=YextLocal-_-USA-_-MSPDT
https://www.ihg.com/holidayinn/hotels/us/en/st-
paul/mspal/hoteldetail?cm_mmc=YextLocal-_-USA-_-MSPAL
http://www.exploreminnesota.com/where-to-go/minneapolis-st-
paul-area/
8
Examining the “Publics” in Public Relations
Six Different Types of Publics1. Traditional and

nontraditional2. Latent, aware, and active 3. Intervening 4.
Primary and secondary 5. Internal and external6. Domestic and
international
1. Traditional and Nontraditional Traditional: Groups with
which organizations have ongoing, long-term relationships.
Examples?
Traditional PublicsExamples include:
Employees
News media
Governments
Investors
Customers
Multicultural community groups
Constituents (voters)
Traditional and Nontraditional PublicsNontraditional: Groups
that usually are unfamiliar to an organization.
Can be a challenge because nontraditional publics are hard to
study/research.
Example: Kablooie Microwave Popcorn Scenario
Nontraditional PublicsOther examples of specific groups of
people that companies, in the past, have not marketed to?

2. Latent, Aware and Active PublicsA. Latent Public: A group
whose values have come into contact with the values of an
organization, but whose members haven’t yet realized it; the
members of the latent public are not yet aware of a relationship.
Latent, Aware and ActiveB. Aware Public: a group whose
members are aware of the intersection of their values with those
of an organization but haven’t organized any kind of response
to the relationship.
Latent, Aware and ActiveC. Active Public: recognizes the
relationship between itself and an organization and also works
to manage that relationship on it’s own terms.
Opening scenario, the teenagers are the “active public.”
3. Intervening PublicDef: Any public that helps you (the
organization) to send a message to another public.
Examples:
4. Primary and Secondary PublicsPrimary: A public that can
directly affect your organization’s pursuit of its values / goals –
this type of public is of great importance (i.e. investors).
Secondary: A public whose ability to affect your organization’s
pursuit of it’s goals is minimum – but you still want to have a
good relationship with them (i.e. local stores that sell
microwave ovens)
They are indirectly affected but you still need to “clean things

up” with them.
5. Internal and External PublicsAll publics are either internal
or external (either inside of our outside of your organization).
6. Domestic and International PublicsDomestic: Publics within
your own country.International: Outside of the country.
Considerations with international publics?
International ConsiderationsExample:
You have a plant in the US but a branch in Mexico.
Does manager (or someone) speak English?
Do you (someone) speak Spanish?
Colander issues
Time zone changes
??
Things We Need to Know about ALL the Publics1. How much
can the pubic influence our organization’s ability to achieve our
goals?
Is the public primary or secondary?
Key to successful business is to focus efforts on those who have
the most impact (don’t have time, money, resources to focus on
all publics).
Things we need to know..2. What is the public’s stake in its

relationship with our organization?
A relationship begins when an organization and a public share
the same values and goals.
We need to identify what specific goals this public has that has
brought them into contact with our organization (what attracted
them).
Things we need to know..3. Who are the opinion
leaders/decision makers for the public?
Once we (our organization) identifies who these people are, we
as public relations practitioners must focus our efforts on them.
Things …..4. What is the demographic profile of a public?
Demographic profile:
Who is the public?
How many members does the public have?
Age, gender, income, education level, and number of children
per family within the public?
Things…5. What is the psychographic profile of the public?
Psychographic information tells us what members of a public
think, believe, and feel.
Are they liberal? Moderate? Conservative?
Are they religious? Atheist?
Do they like technology? Avoid it?
Things…6. What is the public’s opinion of our organization?
The opinion the public holds of the organization is crucial.

Finding out what their opinion is tells us how to approach them
(as friends, foes, etc?)
Things…7. What is the public’s opinion of the issue in
question?
Co orientationDef: The research process that public relations
practitioners use to discover where our organization agrees and
disagrees with important publics on a particular issue.
Can eliminate damaging misperceptions about what each side
believes.
Co-orientationDone by asking and finding the answers to four
questions.
1. What is our organization’s view of this issue?
2. What is the particular public’s view of this issue?
3. What does our organization “think” the public’s view is? (is
it accurate?)
4. What does the particular public “think” our organization’s
view is? (is it accurate?)
Jobs in Public Relations

Where are the jobs?
Jobs in public relations exist in five settings:
Corporations (33%)
Nonprofit Organizations (5%)
Governments (5%)
Public Relations Agencies & Consultants (33%)
Associations (trade, education, etc) (14%)
****Health Care (10%)
Corporations
Offer the biggest share of jobs in public relations
Offer the greatest variety of jobs
Public relations jobs within corporations usually focus on one
of the following:
Employee relations
Media relations
Government relations, community relations, or
Consumer relations

Nonprofit Organizations
Similarly to corporations, most nonprofit organizations have
public relations employees in the areas of:
Employee relations
Media relations
Government relations
Community relations
Marketing communications
Governments
Jobs in public relations are found in the federal government, as
well as state and local.
Additionally, political parties and independent agencies created
by the government (US Postal Service) also have public
relations employees.

Public Relations Agencies
Public relations agencies assist with public relations activities
of other organizations.
Corporations, nonprofit organizations, governments, and
individuals hire public relations agencies.
The above have their own public relations employees but for
certain, major, time-consuming projects, they hire from the
outside.
Public Relations Agencies
Job Duties:
Assigned to “accounts”
An “account” includes all the public relations activities planned
and executed for one particular client.
Individual accounts are “managed” by account execs.

Independent Public Relations Consultants
A “one-person” public relations agency
Offers a smaller range of services than a public relations
agency.
Usually hired for a specific task.
Examples:
Crisis communication
Speechwriting
Web site design
Training
Education
65% have bachelor’s degree
50% have a degree focused on PR
More common to have a master’s degree (30%)
communication; PR; journalism
Close to 300 universities have student PR chapters
PRSSA (Public Relations Student Society of America) has
approx 10,000 student members

Now Let’s Talk Money!!
Salaries in public relations:
According to salary.com mean salary for beginning PR
practitioner in Chicago was $48,000 (plus benefits and bonuses)
PR Director (Chicago) $87,000
Top PR executitves at major corporations $500,000 annually
More on $$
Account exec’s with 2-5 years experience $35,000 - $50,000
Account supervisors (5-10 yrs) $55,000 - $85,000
Senior VP $120,000 - $175,000
Overall, average salary:
$69,000 plus benefits and bonuses
consultant: $110,000 + $20,000 in bonuses

See For Yourself
www.salary.com
Search by using “public relatins” as keyword and put in your
desired location
Male vs. Female
In past 20 years, male to female ratio has changed.
7 in 10 are women
But men hold the biggest share of managerial positions
Landing the Interview, Do’s and Don’ts…
DO:
Thoroughly research potential employers before applying.
Send an error-free application letter and flawless resume.
Prepare for a job interview by reviewing your research on the
potential employer and preparing knowledgeable questions to
ask.

DON’T
Send a form letter asking for a job.
Ask about salary and benefits before it is brought up.
Forget to send a thank you letter after each interview.
PRSA Member Code of Ethics
The PRSA Assembly adopted this Member Code of Ethics in
2000. It replaces the Code
of Professional Standard (sometimes called the Code of Ethics)
that was last revised in
1988. For further information on the Code, Please contact Judy
Voss, Director,
Professional Development, (212) 460-1480 or [email protected]
Preamble

Public Relations Society of America Member Code of Ethics
2000
• Professional Values
• Principles of Conduct
• Commitment and Compliance
This Code applies to PRSA members. The Code is designed to
be a useful guide for
PRSA members as they carry out their ethical responsibilities.
This document is designed
to anticipate and accommodate, by precedent, ethical challenges
that may arise. The
scenarios outlined in the Code provision are actual examples of
misconduct. More will be
added as experience with the Code occurs.
The Public Relations Society of America (PRSA) is committed
to ethical practices. The
level of public trust PRSA members seek, as we serve the public
good, means we have
taken on a special obligation to operate ethically.
The value of member reputation depends upon the ethical
conduct of everyone affiliated
with the Public Relations Society of America. Each of us sets an
example for each other -
as well as other professionals - by our pursuit of excellence
with powerful standards of
performance, professionalism, and ethical conduct.
Emphasis on enforcement of the Code has been eliminated. But,
the PRSA Board of
Directors retains the right to bar from membership or expel
from the Society any

individual who has been or is sanctioned by a government
agency or convicted in a court
of law of an action that is in violation of this Code.
Ethical practice is the most important obligation of a PRSA
member. We view the
Member Code of Ethics as a model for other professions,
organizations, and
professionals.
PRSA Member Statement of Professional Values
This statement presents the core values of PRSA members and,
more broadly, of the
public relations profession. These values provide the foundation
for the Member Code of
Ethics and set the industry standard for the professional practice
of public relations.
These values are the fundamental beliefs that guide our
behaviors and decision-making
process. We believe our professional values are vital to the
integrity of the profession as a
whole.
ADVOCACY
We serve the public interest by acting as responsible advocates
for those we represent.
We provide a voice in the marketplace of ideas, facts, and
viewpoints to aid informed

public debate.
HONESTY
We adhere to the highest standards of accuracy and truth in
advancing the interests of
those we represent and in communicating with the public.
EXPERTISE
We acquire and responsibly use specialized knowledge and
experience. We advance the
profession through continued professional development,
research, and education. We
build mutual understanding, credibility, and relationships
among a wide array of
institutions and audiences.
INDEPENDENCE
We provide objective counsel to those we represent. We are
accountable for our actions.
LOYALTY
We are faithful to those we represent, while honoring our
obligation to serve the public
interest.
FAIRNESS
We deal fairly with clients, employers, competitors, peers,
vendors, the media, and the
general public. We respect all opinions and support the right of
free expression.

PRSA Code of Provisions
FREE FLOW OF INFORMATION
Core Principle
Protecting and advancing the free flow of accurate and truthful
information is essential to
serving the public interest and contributing to informed decision
making in a democratic
society.
Intent
• To maintain the integrity of relationships with the media,
government officials,
and the public.
• To aid informed decision- making.
Guidelines
A member shall:
• Preserve the integrity of the process of communication.
• Be honest and accurate in all communications.
• Act promptly to correct erroneous communications for which
the practitioner is
responsible.
• Preserve the free flow of unprejudiced information when
giving or receiving gifts

by ensuring that gifts are nominal, legal, and infrequent.
Examples of Improper Conduct Under this Provision:
• A member representing a ski manufacturer gives a pair of
expensive racing skis to
a sports magazine columnist, to influence the columnist to write
favorable articles
about the product.
• A member entertains a government official beyond legal limits
and/or in violation
of government reporting requirements.
COMPETITION
Core Principle
Promoting healthy and fair competition amo ng professionals
preserves an ethical climate
while fostering a robust business environment.
Intent
• To promote respect and fair competition among public
relations professionals.
• To serve the public interest by providing the widest choice of
practitioner options.
Guidelines
A member shall:

• Follow ethical hiring practices designed to respect free and
open competition
without deliberately undermining a competitor.
• Preserve intellectual property rights in the marketplace.
Examples of Improper Conduct Under This Provision:
• A member employed by a "client organization" shares helpful
information with a
counseling firm that is competing with others for the
organization's business.
• A member spreads malicious and unfounded rumors about a
competitor in order
to alienate the competitor's clients and employees in a ploy to
recruit people and
business.
DISCLOSURE OF INFORMATION
Core Principle
Open communication fosters informed decision making in a
democratic society.
Intent
• To build trust with the public by revealing all information
needed for responsible
decision making.
Guidelines
A member shall:

• Be honest and accurate in all communications.
• Act promptly to correct erroneous communications for which
the member is
responsible.
• Investigate the truthfulness and accuracy of information
released on behalf of
those represented.
• Reveal the sponsors for causes and interests represented.
• Disclose financial interest (such as stock ownership) in a
client's organization.
• Avoid deceptive practices.
Examples of Improper Conduct Under this Provision:
• Front groups: A member implements "grass roots" campaigns
or letter-writing
campaigns to legislators on behalf of undisclosed interest
groups.
• Lying by omission: A practitioner for a corporation knowingly
fails to release
financial information, giving a misleading impression of the
corporation's
performance.
• A member discovers inaccurate information disseminated via a
Web site or media
kit and does not correct the information.
• A member deceives the public by employing people to pose as
volunteers to

speak at public hearings and participate in "grass roots"
campaigns.
SAFEGUARDING CONFIDENCES
Core Principle
Client trust requires appropriate protection of confidential and
private information.
Intent
• To protect the privacy rights of clients, organizations, and
individuals by
safeguarding confidential information.
Guidelines
A member shall:
• Safeguard the confidences and privacy rights of present,
former, and prospective
clients and employees.
• Protect privileged, confidential, or insider information gained
from a client or
organization.
• Immediately advise an appropriate authority if a member
discovers that
confidential information is being divulged by an employee of a
client company or
organization.

• A member changes jobs, takes confidential information, and
uses that information
in the new position to the detriment of the former employer.
• A member intentionally leaks proprietary information to the
detriment of some
other party.
CONFLICTS OF INTEREST
Core Principle
Avoiding real, potential or perceived conflicts of interest builds
the trust of clients,
employers, and the publics.
Intent
• To earn trust and mutual respect with clients or employers.
• To build trust with the public by avoiding or ending situations
that put one's
personal or professional interests in conflict with society's
interests.
Guidelines
A member shall:
• Act in the best interests of the client or employer, even
subordinating the
member's personal interests.

• Avoid actions and circumstances that may appear to
compromise good business
judgment or create a conflict between personal and professional
interests.
• Disclose promptly any existing or potential conflict of interest
to affected clients
or organizations.
• Encourage clients and customers to determine if a conflict
exists after notifying
all affected parties.
Examples of Improper Conduct Under This Provision
• The member fails to disclose that he or she has a strong
financial interest in a
clie nt's chief competitor.
• The member represents a "competitor company" or a
"conflicting interest"
without informing a prospective client.
ENHANCING THE PROFESSION
Core Principle
Public relations professionals work constantly to strengthen the
public's trust in the
profession.
Intent

• To build respect and credibility with the public for the
profession of public
relations.
• To improve, adapt and expand professional practices.
Guidelines A member shall:
• Acknowledge that there is an obligation to protect and
enhance the profession.
• Keep informed and educated about practices in the profession
to ensure ethical
conduct.
• Actively pursue personal professional development.
• Decline representation of clients or organizations that urge or
require actions
contrary to this Code.
• Accurately define what public relations activities can
accomplish.
• Counsel subordinates in proper ethical decision making.
• Require that subordinates adhere to the ethical requirements of
the Code.
• Report ethical violations, whether committed by PRSA
members or not, to the
appropriate authority.
• A PRSA member declares publicly that a product the client

sells is safe, without
disclosing evidence to the contrary.
• A member initially assigns some questionable client work to a
non- member
practitioner to avoid the ethical obligation of PRSA
membership.
RESOURCES
Rules and Guidelines The following PRSA documents, available
online at www.prsa.org
provide detailed rules and guidelines to help guide your
professional behavior. If, after
reviewing them, you still have a question or issue, contact
PRSA headquarters as noted
below.
• PRSA Bylaws
• PRSA Administrative Rules
• Member Code of Ethics
QUESTIONS
The PRSA is here to help. If you have a serious concern or
simply need clarification,
please contact Judy Voss at (212) 460-1480.
Pledge
I pledge:
To conduct myself professionally, with truth, accuracy, fairness,
and responsibility to the
public; To improve my individual competence and advance the

knowledge and
proficiency of the profession through continuing research and
education; And to adhere
to the articles of the Member Code of Ethics 2000 for the
practice of public relations as
adopted by the governing Assembly of the Public Relations
Society of America.
I understand and accept that there is a consequence for
misconduct, up to and including
membership revocation.
And, I understand that those who have been or are sanctioned by
a government agency or
convicted in a court of law of an action that is in violation of
this Code may be barred
from membership or expelled from the Society.
_________________________________
Signature
_________________________________
Date
Ethics in Public Relations
“It is clear that ethics cannot be put into words.”

Ludwig Wittgenstein
EthicsDef: Beliefs about right and wrong that guide the way we
think and act.
“Ethics are not something that we have. They are something
that we do.”
Or are they?
Code of EthicsWe use ethics every day to help us honor or
attain our values.
When have you used your own personal “code of ethics” in the
last 48 hours?
Ethics in Public RelationsPublic relations practitioners are
responsible for several different codes of ethics.
International Codes
Societal Codes
Professional Codes
Organizational Codes
Personal Codes
Let’s Be More SpecificInternational Codes:
Consider things that differ among countries when conducting
business.
Work hours
Holidays
Dietary restrictions

Pay differentials
Other?
Societal CodesWhat things do we have to assume are in the
societal code of ethics that we are working in/with?
I’ll give you the first one…..the Ten Commandments
Others?
Professional CodesUnlike other professions, public relations
practitioners have no central, binding code of ethics because
they are not “licensed” by a central organization as are doctors,
lawyers, etc.BUTMany join organizations that do have a
“binding” code.
Two largest examples are:
Public Relations Society of American (PRSA)
International Association of Business Communicators (IABC)
Organizational CodesMost organizations have their own “code.”
Employee Handbook
Personal CodeWhat are your beliefs?Your value system?What
things do you hold sacred with respect to conducting
business?What things are you willing to compromise? Or are
you not willing to compromise at all?
What is your code?

ActivityTime to brainstorm….Let’s create a “group” list.
Now, it’s your turn.
Take a few minutes and jot down some of the values / ideals
you hold sacred with respect to conducting business. If it’s
easier, think about things you deem crucial in your personal
relationships. Come up with a list of five or ten things…………
Then, in one sentence, sum it up.
Easier said than done.
My own example
An Ethical Dilemma…The “age-old” question…
Are public relations practitioners ethically obligated to
communicate the full truth of the matter?
Should we strive to present the unbiased truth?
OR
Strive to present the information that benefits our organization
(the SELECTIVE truth)?
Think about this with respect to your own, personal lives? Is it
better to leave some things unsaid?
The Approach Most Often Taken….less is more. Problem?1.
Often PR practitioners are hired to work in the capacity of
“counselor” of ethics and social responsibility. How can you
hold this position if you are not completely honest?2. What
about internal publics? How can your employees trust you if it
is known that you withhold some of the truth?3. And what
about these internal publics? Should we treat them the same
way as external publics? Do these need to know just how
good/bad things really are?
Examples???

More Problems with the “Less is More” Approach…4. The
whole point of the two-way symmetrical is the idea that we are
treating others as we would want them to treat us? Would we
want to be told only a portion of the truth?
What do PRSA and IABC think?Both urge communication that
is honest, accurate, candid, and in the public interest.
But, again, what can be the problem here??
The bottom line, you should swear to “tell the truth, the whole
truth, and nothing but the truth.”
Specific Challenges to Ethical BehaviorDilemmas: Defined as
“difficult situations in which every potential solution will cause
pain.”
Dilemmas tend to be problems that lack a good, painless
solution.
No matter how you respond, someone will be hurt.
So what things “cloud your judgment” and tend to make
dilemmas even tougher to solve?
OverworkCan you work TOO hard??
Yes, and doing so will cloud your judgment.
Most companies have an ethical obligation regarding workload.
The goal is a 40-50 hour workweek.
Hard work can be a value, without overworking.
Research shows that when people work beyond 50 hours per
week, the quality of their work tends to study.

Personal examples? Studying for a test? Preparing for an
interview? Hitting “the wall.”
Legal / Ethical ConfusionActing “legally” isn’t always ethical
and acting “ethically” isn’t always legal.
WHAT???
Tylenol recall due to cyanide lacing (1982).
Google this example if you are not familiar
Can something illegal be ethical? Can doing the right thing
mean breaking the law?
Let’s be blunt…Why should I be ethical? What’s in it for me?
Harvard Study of successful leaders found a strong correlation
between leadership and “strong personal ethics.”
To back it up, in recent years 30+ studies found a direct link
between good ethics and good company profit.
Examples???
So How is Ethical Behavior Achieved?Starts with top
management leading by example.
Creating this environment includes:
Conducting periodic ethics “audits” to help assess the current
state of your organization.
Integrating a constant awareness of values and ethics.
Using a system for analyzing ethical challenges as they occur.

How Do I Write?
What Do I Write?
Writing for Public Relations Practitioners
Why Write?Public relations practitioners target the news media
as an intervening public (to get their message out to the other,
larger publics).
News ReleasesNews Releases are one of the most important, but
often misused, documents in public relations.
What is it:
An objective, straightforward, unbiased news story that a public
relations practitioner writes and distributes to appropriate news
media.
More on News ReleasesWhy are they often misused?
Research shows “gatekeepers” throw 90% of the news releases
they receive because:
They have no local interest (no appeal to a particular audience)
AND/OR
They’re too promotional (lacking objectivity)

An effective news release:
Uses it’s heading and first paragraph to show a gatekeeper that
it contains local interest.
Sounds as if it were written by an objective reporter, not a
public relations practitioner.
Most news releases are written in newspaper style.
They reach the “gatekeepers” (newspaper editors, magazines,
radio stations, TV stations and/or TV networks) in several
different ways:
Mailed;
Faxed;
E-mailed;
Etc.
Media KitsDefinition: Packages at least one news release with
other supporting documents.
“Supporting Documents” usually include:
Fact sheets (a what-who-when-where-why-how breakdown of
the news release, usually written bullet-style), and
Backgrounders (a supplement to the news release, containing
background info on the person, product, company, etc named in
the news release)
Could include testimonials or biographies
Let’s Get StartedA news/press release should contain the
following elements:
Headline (used to grab the attention of journalists and briefly
summarize the news)

Dateline (contains the release date and usually the originating
city of the press release)
Introduction (first paragraph in a press release, that generally
gives basic answers to the questions of who, what, when, where
and why)
What Else?
Body (further explanation, statistics, background, or other
details relevant to the news)
Boilerplate (generally a short “about” section, providing
independent background on the issuing company, organization,
or individual)
Media Contact Information (name, phone number, email
address, mailing address, or other contact info for the PR or
other media relations contact person)
What must my writing process include?When sitting down to
write a news release, or whatever marketing document you are
preparing, remember the following ten steps.
1. credibility
2. research
3. organization
4. writing
5. revision
6. macroediting (the big picture)
7. microediting (sentence by sentence)
8. approval
9. distribution

10. evaluation
A few more tips…In documents that cite individuals as sources,
draw upon diverse individuals, not exclusively white males in
their 40’s and 50’s (as most do).Balance personal pronouns.
For unnamed, generic individuals such as a supervisor or
senator, balance the use of he and she. Avoid words that
describe particular relationships: your wife, your husband, your
boyfriend, your girlfriend. Doing this will inadvertently
exclude certain groups of people.
Know the dates of major religious holidays and know when it
is/is not appropriate to release certain stories.Don’t describe
individuals by race, ethnicity, religion, age, sexual orientation,
or mental disability unless the information is relevant to your
document’s purpose.
More Writing Tips Use short sentences (the speaker needs to
breathe!)Limit each sentence to one idea (avoid linking ideas
with and, but, because and although)Use concrete words and
images, not abstractionsChallenge every word in every sentence
(Is each word necessary? Can you replace a long word with a
shorter one?)
Repeat main points (look for opportunities to state the main
point more than once)Avoid closing with “In Conclusion.”
Public Relations (PSYC-379/579) Final Exam Due Monday,
February 6, 2017 by 11:59 p.m.

1. (5 points) Imagine you have just been hired as a public
relations practitioner for McDonalds restaurants in Wisconsin,
Minnesota, and in Mexico. In the space below, list as many
publics as you can think of with whom you would need to be
aware of in order to be effective in your job; consider publics in
all three locations. After listing each public, explain why that
public should be considered. In order to receive full credit for
this question, you should list and explain a minimum of eight
different publics.
2. List the three of the five key elements of public relations.
No need to describe/define, simply list them (3 pts).
3. Name three settings where public relations practitioners
would be employed. Then list tasks/duties that would likely be
expected of the public relations practitioner in each of the three
settings (6 pts).

4. Public relations practitioners are responsible for various
codes of ethics. List three different codes, and then briefly
describe each code (6 pts).
5. (8 points) One of the topics covered in Chapter 1 is crisis
communication. Four things are outlined as basic causes of a
business crisis. In the space below, please list the four basic
causes of a business crisis; provide an explanation/definition for
each, and provide a real-life example of each.
6. (4 points) Name four key audiences who would likely be

affected by a crisis and provide a real-life example of each:
7. (6 points) The topic of social responsibility was addressed in
the textbook as well as in class lectures. Provide three
examples of when a company acted in a socially responsible
manner. Then provide three examples of when a company acted
in a way that was not socially responsible. You can use class
examples, textbook examples, or do your own research to come
up with examples.
8. (2 points) Which gender currently dominates jobs in public
relations and why?
9. (6 points) In the space below, provide three examples of
situations when companies acted in an ethical way, knowing the

result of this ethical behavior could potentially have a negative
impact on sales. Use real-life examples, not hypothetical ones.
Next, provide three examples of times when companies acted in
unethical ways due and explain each briefly.
10. In the space below, please provide a general overview of a
presentation other than your own. Provide the name of the
product and then to the best of your knowledge, answer “who,
what, why, where, when.” (4 pts).
Public Relations
(
PSYC
-
379/579
)
Final Exam
Due Monday, February 6, 2017 by 11:59 p.m.
1.
(5 points

)
Imagin
e you have just been hired
as a public relations practitioner for
McDonalds
restaurants in Wisconsin, Minnesota, and in Mexico. In the
space
below, list as many publics as you can think of with whom you
would need to be
aware of in ord
er to be effective in your job; consider publics in all three
locations.
After listing each p
ublic, explain why that public should be considered.
In order to receive full credit for this question, you should list
and explain a
minimum of eight different publics.
2.
List the three of the five key elements of public relations. No

need
to
describe/define, simply list them (3 pts).
3.
Name three settings where public relations practitioners would
be employed.
Then list tasks/duties that would likely be expected of the
public relations
practitioner in each of the three settings (6 pts)
.
4.
Public relations practitioners are responsible for various codes
of ethics. List
t
hree
different codes, and the
n briefly describe each code (6
pts).

Public Relations (PSYC-379/579)
Final Exam
Due Monday, February 6, 2017 by 11:59 p.m.
1. (5 points) Imagine you have just been hired as a public
relations practitioner for
McDonalds restaurants in Wisconsin, Minnesota, and in Mexico.
In the space
below, list as many publics as you can think of with whom you
would need to be
aware of in order to be effective in your job; consider publics in
all three
locations. After listing each public, explain why that public
should be considered.
In order to receive full credit for this question, you should list
and explain a
minimum of eight different publics.
2. List the three of the five key elements of public relations.
No need to
describe/define, simply list them (3 pts).

3. Name three settings where public relations practitioners
would be employed.
Then list tasks/duties that would likely be expected of the
public relations
practitioner in each of the three settings (6 pts).
4. Public relations practitioners are responsible for various
codes of ethics. List
three different codes, and then briefly describe each code (6
pts).
Current Technology Article Review Unit _______
1. Locate a current article about Technology that has been
published within the last 6 months. Good online sources can be
found by looking at the Internet references at the end of each
selection in Annual Editions.
2. Provide a Link to the article or attach a copy of the article.
3. Complete the Summary information below.
4. Post the title of your article and the link to our class WIKI
Page. Once an article is listed on the WIKI page it cannot be
submitted as a weekly reading by another student. The articles,
however, may be used as resource material for both individual
and group term papers.

Title of the article
Topic
Author
Publisher
Date of publication
Link to Article
author
1.
2.
3.
4.
5.

Annual Editions Journal SummaryInstructions1. Summarize eac.docx

Annual Editions Journal SummaryInstructions1. Summarize eac.docx

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