PR Lecture 4
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This document discusses ethics and professionalism in public relations. It outlines three common ethical belief systems: absolutism, existentialism, and situationalism. PR professionals must make ethical decisions that satisfy the public interest, their employer, and their professional code of ethics. Professional organizations like PRSA and IABC provide codes of conduct to guide ethical practice. The document also discusses codes for specific situations, professionalism, and ethics in individual practice and dealings with the media.
PR Lecture 4
- 1. Lecture 4 Ethics & Professionalism
- 2. What is Ethics? How we should live our lives Code of behavior What is right or wrong?
- 3. Three common belief systems Absolutist Every decision is either right or wrong regardless of the consequences Existentialist Decision is based on immediate practical choice Situationalist What would cause the least harm or good Often called the utilitarian approach
- 4. Other value orientations Fairness or social justice Virtue approach
- 5. Public Relations professionals have the burden of making ethical decisions that satisfy: The public interest Their employer Their professional organization’s code of ethics Their personal values
- 6. The ethical advocate PR professional can ethically communicate at the same time he/she is serving as an advocate for an organization
- 7. The role of professional organizations Public Relations Society of America (PRSA) International Association of Business Communicators (IABC)
- 8. PRSA www.prsa.org Headquartered in New York City 20,000 members, 116 chapters nation wide Holds annual meeting Publishes “Tactics,” “The Strategist”
- 9. PRSA’s Code of Ethics Advocacy Honesty Expertise Independence Loyalty Fairness More www.prsa.org
- 10. IABC International Association of Business Communicators 2nd largest organization www.iabc.com More than 13,000 members in 60 nations Publish “Communication World”
- 11. IPRA International Public Relations Association Based in London www.ipra.org 1000 members in 96 nations Primarily senior international public relations executives Major magazine, “Frontline”
- 12. Professional Codes of Conduct IABC Based on the principle that professional communication is not only legal and ethical but in good taste and sensitive to cultural values and beliefs. Members are encouraged to be truthful, accurate, and fair in all of their communications
- 13. PRSP Public Relations Society of the Philippines is the country’s premier organization for public relations professionals. Mission is to advance the practice of public relations by (1) uniting those engaged in the profession; (2) encouraging continuing education of practitioners; (3) generating public confidence in the profession by promoting high ethical practice and encouraging high standards of public service; (4) playing the active role in all matters affecting the practice of public relations; (5) and strengthening the relationships of public relations professionals with various stakeholders.
- 14. Codes for Specific Situations Video News Releases Internet Public Relations Corporate Practice
- 15. Professionalism, Licensing and Accreditation Should practitioners be licensed? Act like a professional in the field Careerist values vs. professional values Accreditation- ABC-Accredited Business Communicator APR-Accredited in Public Relations
- 16. Ethics in Individual Practice To what extent, if any, will I compromise my personal beliefs?
- 17. Ethical Dealings with The News Media Total honesty Gifts- Shades of gray in the news business Journalists are third parties who are supposed to be objective Paid advocates