PRSA Ethics Panel 10-26-11

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PRSA Ethics Panel 10-26-11

  1. 1. PRSA Phoenix State of Ethics Panel October 26, 2011 Today’s Twitter Hashtag: #PRSAEthics www.phoenixprsa.org Panelists: Paula Pedene, APR , VA Public Affairs Officer Don Lange, PhD , Professor of Managerial Ethics, W.P. Carey School of Business Rodo Safranac, MBA, writer, teacher and consultant
  2. 2. PRSA Member Code of Ethics <ul><li>Advocacy </li></ul><ul><li>Honesty </li></ul><ul><li>Expertise </li></ul><ul><li>Independence </li></ul><ul><li>Loyalty </li></ul><ul><li>Fairness </li></ul>
  3. 3. PRSA Ethics Code Provisions <ul><li>F ree Flow of Information </li></ul><ul><li>C ompetition </li></ul><ul><li>D isclosure of Information </li></ul><ul><li>S afeguarding Confidences </li></ul><ul><li>C onflicts of Interest </li></ul><ul><li>E nhancing the Profession </li></ul>
  4. 4. PRSA Ethics Decision Guidelines <ul><li>1.Define specific ethical issue or conflict. </li></ul><ul><li>II. Identify internal and external factors that may influence decision (legal, social, political) </li></ul><ul><li>III. Identify key values </li></ul><ul><li>IV. Identify the parties who will be affected by decision and define PR obligation to each. </li></ul><ul><li>V. Select ethical principles to guide decision-making process. </li></ul><ul><li>VI. Make a decision and justify . </li></ul>
  5. 5. Old Adages to Consider for Ethics <ul><li>If your actions or words were to be published in tomorrow morning’s newspaper, would you still do it? Would you be proud of what you did or said? </li></ul><ul><li>What if your mother found out what you did or said, how would you feel? </li></ul>
  6. 6. What Would You Do? <ul><li>“ What Would You Do?”– ABC reality, staged ethical dilemma show of public situations. </li></ul><ul><li>Illustrates everyday people’s views, reaction or apathy toward potentially unethical or immoral behavioral situations. </li></ul><ul><li>Reveals altruism gestures, selfish actions, group think & “not my problem” / “you’re on your own” sentiments. </li></ul>
  7. 7. What Motivates or Causes Ethics Breaches? <ul><li>Competition </li></ul><ul><li>Organization / customer demands </li></ul><ul><li>Pressure to distribute information and create content </li></ul><ul><li>Limited internal policies, compliance controls or fear of enforcement </li></ul><ul><li>Lack of perspective / lapses in judgment </li></ul><ul><li>Pride / morals </li></ul>
  8. 8. What Form Do Ethics Breaches Take? <ul><li>Gaffes and blunders </li></ul><ul><li>Seemingly “honest” mistakes or oversights </li></ul><ul><li>Premeditated malice </li></ul><ul><li>Intentional disparagement </li></ul><ul><li>Misappropriation of information or copyright infringement. </li></ul>
  9. 9. Redner Group Twitter Snafu <ul><li>Redner Group Twitter scandal for criticizing media for negative client product reviews. </li></ul><ul><li>Key mistake or transgression: Disparaging information, poor judgment </li></ul><ul><li>Results: Bad PR, reputation damage, dismissed by client </li></ul><ul><li>Lessons learned? Panel discussion </li></ul>
  10. 10. Other Twitter #Fails <ul><li>Commenting on International Affairs </li></ul><ul><li>Kenneth Cole – Tweeted about Egypt uprising connected with spring collection; poor timing and judgment; apology issued. </li></ul><ul><li>Self-Promotion & Charitable Giving </li></ul><ul><li>Bing – Donation effort for Japan tied to self- promotional re-tweets. </li></ul><ul><li>Agency Error / Disparagement </li></ul><ul><li>Chrysler feed criticized Detroit drivers despite being known as the Motor City. </li></ul>
  11. 11. Facebook PR “Smear Campaign” <ul><li>Facebook retains Burson-Marsteller in alleged public relations campaign to spread negative stories toward Google. </li></ul><ul><li>Key mistake or transgression: Sabotage? </li></ul><ul><li>Results: Really bad PR, “mea culpa” and blame game ensued. </li></ul><ul><li>Lessons learned? Panel discussion </li></ul>
  12. 12. News of the World Scandal <ul><li>Alleged phone-hacking of subjects by staff reporters leads to massive scandal that brings down the paper and creates PR nightmare for Rupert Murdoch’s media empire. </li></ul><ul><li>Key mistake or transgression: So many! </li></ul><ul><li>Results: Hearings, firings & closure </li></ul><ul><li>Lessons learned? Panel discussion </li></ul>
  13. 13. Digital Content Copyright <ul><li>Best practices for protecting your original content online? </li></ul><ul><li>Tips for avoiding claims of copyright infringement or plagiarism </li></ul><ul><li>In a world of sharing, re-posting and repurposing, how can original content be sourced or credited anymore? </li></ul>
  14. 14. Social Media Disclosure Protocol <ul><li>Best practices for managing social media channels on behalf of client: </li></ul><ul><li>Honest disclosures to customer/followers </li></ul><ul><ul><li>- Representation, compensation issues </li></ul></ul><ul><li>Using real testimonials & claims </li></ul><ul><li>Avoiding “fictionalizing” content (misrepresentation in blogs, misleading product or service information) </li></ul>
  15. 15. Libel & Slander in Social Media <ul><li>Is it slander if criticism or disparagement is done via video form on YouTube et. al.? </li></ul><ul><li>Are the parameters and criteria for libel claims the same in social channels as traditional media? </li></ul><ul><li>Are the repercussions the same? </li></ul><ul><li>How to avoid potential for libel or slander accusations? </li></ul>
  16. 16. PR Competitive Landscape <ul><li>Client “theft” </li></ul><ul><li>Staff “poaching” </li></ul><ul><li>Disseminating privileged information </li></ul><ul><li>Confidentiality agreements </li></ul>
  17. 17. Organizational Best Practices & Resources <ul><li>Access to ethics code, performance policies </li></ul><ul><li>Review standards, periodic training </li></ul><ul><li>Communicate values with clients, stakeholders </li></ul><ul><li>In-house counsel / staff attorney </li></ul><ul><li>Human Resources policies </li></ul><ul><li>Designated compliance officer </li></ul>
  18. 18. PRSA Phoenix Ethics & Dialogue Resources PRSA: http ://www.prsa.org/AboutPRSA/Ethics / PRSA Phoenix: http://phoenixprsa.org/code-of-ethics / PRSA Phoenix LinkedIn Group: Search PRSA Phoenix (access to 260 Valley PRSA colleagues) http :// www.linkedin.com/ (read ethics blogs, post questions or discussions) Consult with PRSA Master Practitioners Group

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