Ethics in PR Planning

J453: Fall 2016
Week 2, first session

Transcript

1. A science that teaches, not how we are to achieve happiness, but how we are to become worthy of happiness. - Kant
2. What are ethics? • Value system: what is right or wrong, fair or unfair, just or unjust. • Beliefs about right and wrong that guide the way we think and act. • The rules or standards governing the conduct of the members of a profession.
3. PRSA Code of Ethics • Honesty • Advocacy • Fairness • Expertise
4. Honesty We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.
5. Advocacy • We serve the public interest by acting as responsible advocates for those we represent. • We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate.
6. Fairness • We deal fairly with clients, employees, competitors, peers, vendors, the media, and the general public. • We respect all opinions and support the right of free expression.
7. Expertise •We acquire and responsibly use specialized knowledge and experience. •We advance the profession. •We build mutual understanding, credibility, and relationships.
8. Prepare Yo’Self • Think through possible ethical issues. • Build a process
9. • Define the specific ethical issue or conflict • Identify the factors - internal & external - that may influence the decision • Identify the key values at stake • Identify the audience and the organization’s obligation to each • Select the ethical principles to guide your decision-making process • Make your decision & justify it A guide to ethical decisions
10. What’s the Problem?
11. What issues are at stake? • Environmental Scan: • Legal • Social • Political • Economic • Demographic • Technological • Competition
12. Some of the excuses we make about unethical behavior… •“Everybody Does It!” - assumes that an act is more ethical the more people who do it. •“They’re Just as Bad,” - argues because there is other wrongdoing by others that is similar, as bad or worse than the unethical conduct under examination, the wrongdoer’s conduct shouldn’t be criticized or noticed. •“Judge Not, Lest Ye Be Judged,” - supports the position that it is inherently wrong to judge the conduct of others. •“Nobody’s Perfect,” - usually an attempt to minimize the significance of genuine misconduct. •“The Favorite Child Excuse.” - argues that it is unfair to criticize anyone for conduct the critic may have excused or ignored in another.
13. What is the public interest?
14. Marketplace of Ideas Who deserves a voice?
15. Three Take-Aways 1. Every action has an ethical component. 2. Make your ethical decisions now. 3. Call a spade a spade.
16. Ethics is knowing the difference between what you have a right to do and what is right to do. - Potter Stewart