- Slides: 12
Chapter 3 Ethics and Professionalism
What are ethics? • *The standards of conduct which indicates how one should behave based upon moral duties – What is right and wrong? – Manners – Greetings – Behavior/Attitude
What are values? • *central beliefs which determine how we will behave in certain situations – Honesty – Oppenness – Loyalty – Fairness – Respect – Etc.
What is right or wrong? ? ? • People have different views… Certain aspects effect certain people in different ways… 1. The public interest 2. The employer’s self-interest 3. The standards of public relations 4. Personal values
• Absolutist: something that is either completely “right” or “wrong”. • Existential: balance between two extremes • Utilitarian: belief that the end can justify the means as long as the result cause the least harm or the most good
Role of Professional Organizations • To develop the standards of ethical, professional public relations practice • Help society understand the role of public relations
Largest professional groups… • Public Relations Society of America (PRSA) • International Association of Business Communicators (IABC) • International Public Relations Association (IPRA)
What are codes for these company’s and what are they used for? ? ? - They must tell the truth (security reasons) • - Used for different situations… Financial Information Video News Release’s Internet Transparency Corporate Practice
Other steps towards professionalism • • • Education Training Literature Research Code of Ethics
What should you do to become a true professional? • Have a since of… – Independence – Responsibility to society – Concern for profession – Honor – HIGH loyalty to profession
How to improve standards of professionalism… • Become better certified • Accreditation programs • Continued education Example: PRSA, IABC, CPRS
Ethical dealings with the news media • Both public relations and journalism groups condemn gift giving to journalists because the practice undermines the media’s credibility and the public’s trust. • Other ethical issues that may come up when dealing with the media include gift giving, advertising influencing news coverage, and the lack of disclosure about the affiliation of celebrities on T. V. talk shows.