This document provides an overview of key concepts in public relations. It defines public relations as a strategic communication process that builds mutually beneficial relationships between organizations and their publics. It explains how public relations can function as a management role and emphasizes the importance of ethics, including recognizing key values, applying systematic decision making, and following codes of ethics from professional associations.
From the Rosetta Stone to the Boston Tea Party to the "Torches of Freedom" to today's digital age, public relations or responsible advocacy (and sometimes not so responsible) have been a part of the human landscape.
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2. Key learning outcomes
• Define public relations in terms of organizations, publics, and
the relationships between them.
• Explain how public relations can serve as a management
function.
• Recognize key principles and values for ethical conduct in
public relations.
• Understand the importance of ethics in public relations.
• Apply systematic ethical decision-making for public relations.
• Identify international professional associations and become
familiar with codes of ethics.
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4. Discussion Question
To define public relations, consider
organizations, publics, and the relations
between them.
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What are examples of key
publics for your university,
and what are examples of
general publics?
5. Public relations defined
A strategic communication process that
builds mutually beneficial relationships
between organizations and their publics.
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7. Practicing public relations
1. Tell the truth.
2. Prove it with action.
3. Listen to the customer.
4. Manage for tomorrow.
5. Conduct public relations as if the
whole company depends on it.
6. Remain calm, patient, and good-
humored.
7. Realize the company’s true character is
expressed by its people.
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10. Ethics
Deeply personal moral principles
that govern behavior
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11. Ethical behavior
Strategic public relations means that the
public relations tactics you perform are
derived from solid goals and objectives,
and that those goals and objectives serve
the broader mission of your organization.
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12. Discussion Question
What is an organization, or product,
that you trust?
Why?
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13. Codes of ethics
Advantages
• Articulating organizational values
• Guiding members’ behavior and communication
• Communicating the professional standards of an association’s
membership to both internal and external parties
• Offering carefully expressed and professionally agreed-upon
guidelines for decision making and action
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14. Codes of ethics
• Unenforceable
• Ineffective and unnecessary
• Vague and internally inconsistent
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Disadvantages
15. Ethical decision
making
Kathy Fitzpatrick’s guide
1. Define the specific ethical issue/conflict.
2. Identify internal/external factors (e.g., legal, political, social,
economic) that may influence the decision.
3. Identify key values.
4. Identify the parties who will be affected by the decision and
define the public relations professional’s obligation to each.
5. Select ethical principles to guide the decision-making process.
6. Make a decision and justify it.
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16. Social media
•Impacts on professional identity
•Benefits
•Drawbacks
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17. Professional associations
• PRSA
• Agricultural Relations Council
• Florida Public Relations Association
• National School Public Relations Association
• Religion Communicators Council and the Maine Public
Relations Association
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18. International professional
associations
• Asociación de Relacionistas Profesionales de Puerto Rico
• African Public Relations Association
• Public Relations Consultants’ Association of Malaysia (PRCA
Malaysia)
• Public Relations Institute of Ireland (PRII)
• Mexican Association of Public Relations Professionals/Asociación
Mexicana de Profesionales de Relaciones Públicas (PRORP)
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19. Case Study
Tweeting Under False Circumstances
• What are the key values?
• Who will be affected? What are the “duties”?
• What are the ethical choices that affect the outcome and impact?
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20. Summary
• Define public relations in terms of organizations, publics, and
the relationships between them.
• Explain how public relations can serve as a management
function.
• Recognize key principles and values for ethical conduct in
public relations.
• Understand the importance of ethics in public relations.
• Apply systematic ethical decision making for public relations.
• Identify international professional associations and become
familiar with codes of ethics.
Kelleher,PublicRelations,1e
OxfordUniversityPress
20
Editor's Notes
Use discussion to help students learn about key (core) publics that are both internal and external to the institution. Compare and contrast with examples of general publics.
Managing relationships between organizations and publics means managing organizations in ways that encourage constructive relationships to arise from the countless interpersonal interactions online and offline between all the people who represent the organization and all those with whom they communicate in that role.
Distributed public relations means public relations responsibilities are shared among a broad cross section of an organization’s members or employees. People look for authenticity in online communication.
Truth, action, empathy, and character give meaning to the day-to-day work of public relations. There are many good reasons to put ethics at the center of your thinking about good public relations.
Impacts on professional identity: Social media allows an organization to develop a personality and communicate it to target publics.
Benefits: creating instant access to publics, sharing information, developing relationships
Drawbacks: Organizations have little control over what publics share about the company or its products. Negative information can be created by publics and disseminated. Damage control to prevent loss of reputation is always an issue.
