The document discusses ethics for public relations professionals. It defines ethics as a value system for determining right and wrong. PR professionals must make ethical decisions that satisfy the public interest, their employer, and their professional code of ethics. They should be honest, present all sides of issues, develop trust, and avoid destroying credibility through less than total honesty when dealing with the news media.

1. The Ethical PR Professional Barbara B. Nixon, Ph.D. (ABD)

2. In the News . . . Consider the ethics in this news clip http://youtube.com/watch?v=hyry7RjREyY

3. Overview What are ethics? Ethics in individual practice Ethical dealings with the news media Copyright © Allyn and Bacon 2006

4. “ Ethics” means . . .

5. What Are Ethics? Value System by which a person determines what is right or wrong Copyright © Allyn and Bacon 2006

6. Three Ethical Orientations Absolutist Every decision is right or wrong Existentialist Decision made on basis of immediate practical choice Situationalist What will cause the least harm or most good

7. PR Professionals Make Ethical Decisions that Must Satisfy . . . The public interest Their employer Their professional organization’s code of ethics Their own personal values

8. Ethics in Individual Practice Be honest Convey sense of business ethics Respect integrity and position of opponents Develop trust Copyright © Allyn and Bacon 2006

9. Ethics in Individual Practice, cont’d Present all sides of an issue Balance loyalty Don't sacrifice long-term objectives Be prepared to sacrifice security for standards Copyright © Allyn and Bacon 2006

10. Ethical Dealings with the News Media Less than total honesty destroys credibility Copyright © Allyn and Bacon 2006

11. Cell Phones Pop Popcorn?

12. Ethical Dealings with the News Media Achieve trust by avoiding Junkets Extravagant parties Expensive gifts Personal favors Copyright © Allyn and Bacon 2006

13. Ethical Decision Making in PR is Like