Lecture # 7 Ethics

In Class Assignment #3  Provide 5 Examples of How an Organization Can Act Ethically?

Why do Public Relations Professionals Need to Act Ethically?

Public Relations Society of America’s Code of Ethics  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.

PRSA Code of Ethics  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.

PRSA Code of Ethics  Expertise- we acquire and responsibly use specialized knowledge and experience. We advance the profession through continued professional development, research, and education. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences.

PRSA Code of Ethics  Independence- we provide objective counsel to those we represent. We are accountable for our actions.  Loyalty- we are faithful to those we represent, while honoring our obligation to serve the public interest.

PRSA Code of Ethics  Fairness- we deal fairly with our clients, employers, competitors, peers, vendors, the media, and the general public. We respect all opinions and support the right of free expression.

Ethics in Public Relations  The practice of public relations is all about earning credibility.  It begins with telling the truth.  Public relations is based on “doing the right thing.”  Cardinal rule for public relations practitioners is to never tell a lie. Once you lose your credibility you cannot gain it back.

Ethics  One definition: standards of conduct that indicate how one should behave based on moral duties and virtues.  Ethics are the values that guide a person, organization, or society.  It is the most basic concept it determines what is right and wrong.  Can determine fairness or unfairness.  Differentiates between honesty and dishonesty.

Ethics  An individual’s conduct is measured by his conscience, as well as, the acceptability that society or an organization has determined  Ethics is neither black or white, but usually a shade of gray  This is often an area where public relations practitioners are put in difficult positions. Being the voice of the public while remaining loyal to the organizations they represent can often times be stressful.

Philosophies of Ethics  Utilitarianism- considering the “greater good,” rather than what may be best for the individual.  Aristotle- Golden mean of moral virtue, found between to extreme points.

Philosophies of Ethics  Kant’s Categorical Imperative- acting on the maxim that you wish to become a universal law.  Mill’s Principle of Utility- seeking the greatest happiness for the greatest number.  Judeo-Christian- loving your neighbor as yourself, the Golden Rule.

The Role of Ethics for the Public Relation Professional  Because public relations is misunderstood, it is important that we are ethical.  Truth must be the key determinate of our conduct.  We must always tell the truth.

The Role of Ethics for the Public Relations Professional  It does not mean we divulge everything for those we work.  Honesty and Fairness are at the heart of public relations work.  We must consider everyone’s opinions and be willing to bring them to the table of discussion, even if they oppose what the organization is planning to do, or attempting to do.

The Role of Ethics for the Public Relation Professional  Ethics have changed and will continue to do so throughout the time of our professional careers.  As society changes, so do ethics.  Some past, current, and evolving ethical issues are; discrimination, treatment of women/minorities, pollution, human rights, language and dress.

The Role of Ethics for the Public Relation Professional  Public relations professionals have the obligation to ask, “Are we doing the right thing?”  Public relations professionals serve as the conscience of the organization.  We must sometimes face management by posing dreaded questions.

The Role of Ethics for the Public Relation Professional  Must be driven by the purpose- preserve, defend, sustain, and enhance the vitality of the organization.  Might have to say no to the organization.  Bottom line of PR professionals is to do what is in the best long-term interests of the organization.

Practicing Ethics in Public Relations  Ethics is what should differentiate our profession from others.  Public relations professionals must always counsel their clients in the most ethical way– toward accuracy and candor, and away from lying and hiding the truth.

Practicing Ethics in Public Relations  Creative common sense.  Doing things you should already be doing but in creative ways.  Always think about how what you are doing/ wanting to do will make others feel.

Ethics Models  Adversary/Attorney Model  Practitioners have no obligation to consider the public interest or outside view beyond their client.

Ethics Models  Two-Way Communication Model  Collaborating, working jointly with groups of people, listening and give-and-take.  Practitioner balances his/her role as a client with the one with the social conscience of the larger public.

Ethics Models  Enlightened Self-Interest Model:  Principle that organizations do well by doing good.  Suggests that organizations gain a competitive edge and are more respected in the marketplace if they behave ethically.

Ethics Models Responsible Advocacy Model: -based on the idea of professional responsibility. -First priority is loyalty to their client, also has the responsibility to voice the opinions of organizational stakeholders.

Ways in Which We Might Act Unethically?  Lie for a client or employer.  Engage in deception to collect information about another practitioner’s clients.  Help conceal a hazardous condition or illegal act.  Present information that presents only half the truth.  Offer something (gift, travel, or information) to reporters or legislators that may compromise their reporting or decision making.  Present true but misleading information in an interview or news conference.

How Might One Act Unethically Specifically Relating to Fashion?  Lie about product quality or functionality.  Mislead customers into signing up for brand/credit cards.  Lie to customers in order to increase sales.  Take ideas from your organization’s competitors.  Developing products that are harmful- individuals, animals, and communities.  Offering customers return options when sold defective merchandise.

Provisions to the PRSA Code of Ethics  Free Flow of Information  Intent: To maintain the integrity of relationships with the media, government officials, and the public. To aid informed decision making.

Guidelines for Free Flow of Information  A member shall: Preserve the integrity of the process of communication. Be honest and accurate in all communication. Act promptly to correct erroneous communications for which the practitioner is responsible. Preserve the free flow of unprejudiced information when giving or receiving gifts by ensuring that gifts are nominal, legal, and infrequent.

PRSA Code Provisions  Competition  Intent: To promote respect and fair competition among public relations professionals. To serve the public interest by providing the widest choice of practitioner options.

Guidelines for Competition  A member shall:  Follow ethical hiring practices designed to respect free and open competition without deliberately undermining a competitor.  Preserve intellectual property rights in the marketplace.

PRSA Code Provisions  Disclosure of Information  Intent: To build trust with the public by revealing all information needed for responsible decision making.

Guidelines for Disclosure of Information  Be honest and accurate in all communications.  Act promptly to correct erroneous information.  Investigate truth and accuracy of information released on behalf of those represented.  Reveal the sponsors for causes and interests represented.  Disclose financial information in a client’s organization.  Avoid deceptive practices.

PRSA Provisions  Safeguarding Confidence  Intent: To protect the privacy rights of clients, organizations, and individuals by safeguarding confidential information.

Guidelines for Safeguarding Confidence  A member shall:  Safeguard the confidences and privacy rights of present, former, and prospective clients and employees.  Protect privileged, confidential, or insider information gained from a client or organization.  Immediately advise an appropriate authority if a member discovers that confidential information is being divulged by an employee of a client company or organization.

PRSA Code Provisions  Conflict of Interest  Intent: To earn trust and mutual respect with clients and employers. To build trust with the public by avoiding or ending situations that put one’s personal or professional interests in conflict with society’s interests.

Guidelines for Conflicts of Interest  A member shall:  Act in the best interest of the client or employer, even subordinating the member’s personal interests.  Avoid actions and circumstances that may appear to compromise good business judgment or create a conflict between personal and professional interests.  Disclose promptly any existing or potential conflict of interest to affected clients or organizations.  Encourage clients and customers to determine if a conflict exists after notifying all affected parties.

PRSA Code Provisions  Enhancing the Profession  Intent: To build respect and credibility with the public for the profession of public relations. To improve, adapt, and expand professional practices.

Guidelines for Enhancing the Profession  A member shall:  Acknowledge that there is an obligation to protect and enhance the profession.  Keep informed and educated about practices in the profession to ensure ethical conduct.  Actively pursue personal professional development.  Decline representation of clients or organizations that urge or require actions contrary to this Code.

Guidelines for Enhancing the Profession Continued  Accurately define what public relations activities can accomplish.  Counsel subordinates in proper ethical decision making.  Require that subordinates adhere to the ethical requirements of the Code.  Report ethical violations, whether committed by PRSA members or not, to the appropriate authority.

How to Determine if Something is Unethical?  Offering unusually high rewards  Threatening unusually severe punishment  Emphasizing results  Also ask:  Is it legal?  Is it balanced?  How will it make me feel about myself?

Defining Ethical Behavior  Draw a clear line between the behavior that is tolerated and the behavior that is not tolerable.  Invest in the time and money in making sure that those distinctions are understood and remembered.  Clearly defining the punishment that will be given if using intolerable behavior.

Final Thoughts  Ethics serves as a means to guide decision making within businesses and organizations.  Helps guide behavior and actions of those working within a business or organization.  If you have to ask yourself if you are doing the right thing, you probably aren’t.  NEVER, EVER TELL A LIE!  The purpose of ethics is to build credibility within our profession.

References  Plunkett, W.R., Atoner, R.F., Allen, G.S. (2008). Management: Meeting and Exceeding Customer Expectations. (9 th ed.). South-Western: United States  Seitel, F.P. (2011). The Practice of Public Relations. Prentice Hall: Boston.