1. Public Relations Strategies and Tactics Tenth Edition
Dennis L. Wilcox
Glen T. Cameron
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2. Ethics and Professionalism
Chapter 3
Ethics and Professionalism
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3. Chapter 3 Objectives Understand the role of the ethical advocate
Appreciate the role that professional groups play in setting standards
Be familiar with the progress being made toward professionalism
Define the characteristics of being a public relations professional
Be ethical when working with the media
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4. Understanding Ethics and Values
Know the difference between ethics and values
Ethics = standards of conduct; how we should behave based on right and wrong
Values = central beliefs that determine how we will behave in a given situation
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5. Understanding Ethics and Values
PR professionals have the burden of making ethical decisions that consider
The public interest
The employer’s self-interests
The standards of the public relations profession
Their personal values
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6. Consider Your Threshold of Discomfort
Exaggerating a product’s qualities
Defending a company’s poor environmental record
Speaking on behalf of tobacco/liquor industry
Organizing “front groups”
Instructor notes:
Your answers reflect your values
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7. Philosophical Orientations
Kant’s absolutist philosophy
Aristotle’s existential approach
Mill’s utilitarian approach
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8. Public Relations Society of America (PRSA)
Top four responsibilities for PRSA members:
Media relations
Writer/editor
Marketing communications
Corporate Communications
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9. Other Large PR Organizations
Public Relations Student Society of America (PRSSA)
The International Association of Business Communicators (IABC)
The International Public Relations Association (IPRA)
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10. Professional Codes of Conduct
Various groups have endorsed codes of conduct for specific situations and issues, including the distribution of
Financial information
Video news releases
Internet transparency
Corporate practice
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11. Other Steps Toward Professionalism
Education
Training
Literature
Research
Code of Ethics
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12. Professional Accreditation
The IABC Model
The PRSA Model
Required continuing education
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13. Ethical Dealings with the News Media
Honesty doesn’t mean answering every question asked
Three areas of ethical concerns
Gifts to journalists
Linking ads with news coverage
Transparency and disclosure issues
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