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Week 7 -- Ethics

Public Relations as a profession Applies generally accepted techniques,

strategies, structures and tactics Similar to “law,” “medicine,” etc.

What it yields are desirable public relationships and positive reputations

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Key elements

Measurable results Forward-looking orientation Long-term planning Appropriate strategy and tactics Ethical standards

Key professional elements

Standardized educational preparation Unique knowledge and skills Based on a body of theory developed through research

Recognition by the community of a unique and essential service

Autonomy in practice and acceptance of personal responsibility by practitioners

Codes of ethics and standards of performance enforced by a self-governing association of colleagues

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Why are ethics important?

Self-policing protects the profession Defines PR practitioners as a group Protects the professional franchise

Serves our clients Maintains public trust Provides basis and support for professional privilege.

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Applied ethics

Formal codes of ethics and professional conduct. Guide professional practice Provide the basis for enforcement and sanctions.

Professional conduct Generally accepted virtuous motives Monitored and assessed against established codes of conduct Enforced through concrete interpretation for those who deviate

from accepted standards of performance

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Foundations of ethical practice Professional ethics

Doing the right thing Imperative of trust

Placing your client’s interests above your own Professional privileges

Access to information, strategy, financials, etc.

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Professional impact on society

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Enhanced when: Promotes free, ethical competition of ideas, individuals and

institutions Reveals underlying sources and goals Enforces high standards of conduct

Diminished when: Suppresses or otherwise limits competition of ideas Hides or ascribes to other the true sources of PR efforts Doesn’t challenge incompetent or unethical practice

How does PR contribute to society? Improves professional practice by codifying and

enforcing ethical conduct and standards of performance Improves conduct of organizations by stressing need for

public approval Serves the public interest by making all points of view

articulate in the public forum Serves a segmented society by using communication

and mediation to inform Promotes social welfare by helping social systems adapt

to changing needs and environments.

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Negative impact of PR?

Gains advantages for and promotes special interests, sometimes at the cost of the public well-being.

Clutters already choked channels of communication with pseudoevents and phony phrases that confuse rather than clarify.

Corrodes our channels of communication with cynicism and credibility gaps.

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For next week:

Read: JC -- 10.2 (Nestle case study) JC -- 3.4 (Kodak case study)

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