ETHICS

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ETHICS

• Aim above morality. Be not simply goodbe good
  for something...
• Henry David Thoreau

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Definition

• Webster dictionary
• Ethics A discipline dealing with good and evil
  and with moral duty.
• Ethical Conforming to accepted professional
  standards of conduct.

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Ethics and PR

• The Public in Public Relations
• History of Ethics and PR
• PRSA code of Ethics
• History of Ethics and Ruder Finn
• Advisor-Joe McCarthy Issue

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RF Ethics Committee

• Purpose
• Discussion platform
• Resolution
• Issues
• External
• Conflicts of Interest Conflicts of Value.
• Internal
• Confidentiality
• Resolution

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Core ValuesPRSA
Advocacy Expertise Independence Loyalty Fairness C
onflict of Interest
Honesty Free Flow of Information Competition Discl
osure Safeguard Confidence Enhancing the
Profession
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Core ValuesInstitute of Global Ethics
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Remembering the Stakeholders
The Corporation
Management Owners Suppliers Employees Customers
Local Community
Look at a well-run company and you will see the
needs of its stockholders, employees and
community at large being served
simultaneously Arnold Hiattformer CEO of
Stride Rite Corp.
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Three Myths
1 It is OK because everybody does it.
2 It is OK because no one will know.
3 It is OK because it is legal.
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Four Easy Tests

• The Chicago Tribune
• Your Mother
• Your Intuition
• It is not what you think

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A Simple Process.

• Get the facts
• Identify the values
• List the options and possible consequences
• Match the options that best meet your values
• www. Theethicsguy.com

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Right vs. Right Tough ChoicesRushworth Kidder

• Truth versus Loyalty
• Best friend and Colleague
• Individual versus Community
• Medical Patient and Staff
• Short Term versus Long Term
• A Good Father or an MBA
• Justice versus Mercy
• West Point Cadet

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Case Studies

• Z-Bank
• Housing Developer

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ResourcesOrganizations

• Ethics Officer Association (EOA)
• www.eoa.org
• Board of Ethics and Professional Standards (BEPS)
• www.prsa.org
• Institute for Global Ethics
• www.globalethics.org

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ResourcesCodes

• PRSA Code of Ethics
• RF Guidelines on Ethics

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One More Definition
Conscience The still small voice inside of you
that tells you that someone may be watching!
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Ruder FinnEthics Consulting Practice
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RF Ethics Consulting Practice
The Federal Sentencing Guidelines

• Application
• Culpability Scores
• Minimum and Maximum Culpability Multipliers
  (-60/400)
• Communication
• Companies must communicate ethics program,
  values goals.
• Training
• companies must provide comprehensive training.
• Culture
• Companies must promote a culture that encourages
  ethical conduct.

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RF Ethics Consulting Practice
Ruder Finns Unique Advantage

• Existing Reputation
• Communication Capabilities
• Resources of Different Practices
• Crisis, Media, Public Affairs, CSR

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RF Ethics Consulting Practice
Services Offered

• 1. Assessment
• Review of history, documents, (such as codes of
  ethics, employee manuals) processes in place
• Surveys, focus groups, interviews
• Report
• Recommendations
• 2. Program Development
• Communication
• Training
• 3. Program implementation

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RF Ethics Consulting Practice
Structure

• RF Executive Board
• David Finn Chairman
• Executive Committee
• Emmanuel Tchividjian-Executive Director
• External Advisory
• Prakash Sethi
• Frank Daly
• Fred Wistow
• Others

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RF Ethics Consulting Practice
Contact

• Emmanuel Tchividjian-SVP
• Executive Director
• Ruder Finn, Inc.
• 301 East 57th Street
• New York, NY 10022
• Phone [phone]
• Fax [phone]
• Tchividjiane_at_ruderfinn.com

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Ruder Finn, Inc.
Thank you!

• Gail L. Moaney, APR
• Executive Vice President/Director
• Travel Economic Development Practice
• 301 East 57th Street
• New York, NY 10022
• Phone [phone]
• Fax [phone]
• moaneyg_at_ruderfinn.com