ETHICS IN PUBLIC RELATIONS

1
ETHICS INPUBLIC RELATIONS
2

• http//www.camcomm.com/page.asp?PageID3686
• Check out their ethical situations. What is your
  first response?
• http//www.ethicsandbusiness.org/toolbox/index.htm
  
• http//aboutpublicrelations.net/aa052701a.htm

3
ETHICAL ISSUES..

• You are a PR director for Worlds of Fun.
• Four teens were killed in a roller coaster
  accident. There is not an official report yet on
  the incident, but at least two of the teens were
  standing up when the accident occurred, according
  to witnesses.
• What are the major ethical issues/questions that
  you should consider in preparing your immediate
  PR response?

4
Ethics in the news

• Michael J. Fox
• Watch it!
• http//video.google.com/videoplay?docid6519714054
  634112418qmichaeljfoxhlen
• What do you base your decision on?

5
ETHICS

• For the problem of ethics
• no obvious solution that is right or that does
  not cause some harm in some form or fashion to
  some person or group of people.
• Ethical guidelines are just that--guidelines
• They dont necessarily provide right answers
• just foundations for answers

6
CODES OF ETHICS USUALLY INCLUDE.

• Statement of corporate philosophy
• Broadly stated principles
• Guidelines for decision making
• Prohibited conduct and affirmative duties
• Illustrations and case studies

7
PRSA CODE OF ETHICS

• A member shall deal fairly with clients or
  employers, past, present and potential, with
  fellow practitioners and with the general public
• A member shall adhere to truth and accuracy and
  to generally accepted standards of good taste
• A member shall conduct his/her professional life
  in accord with the public interest

8
PRSA CODE cont.

• A member shall not intentionally communicate
  false or misleading information and is obligated
  to avoid communication of false or misleading
  information
• A member shall not engage in any practice that
  tends to corrupt the channels of communication or
  the processes of government

9
ADDITIONS TO PRSA

• Cannot represent conflicting or competing
  interests without full consent
• Take steps to safeguard confidences
• Must identify publicly the name of Client on
  whose behalf a public communication is made
• Must not guarantee the achievement of specific
  results beyond the members direct control

10
SOCIAL RESPONSIBILITY ISSUES

• Product lines
• Marketing practices
• Employee services
• Corporate philanthropy
• Environmental activities
• External relations
• Employment advances
• Employee safety/health