Ch3 Flashcards
Define ethics
influences how we should live our life/ behave
questions right/wrong, fair/unfair, caring/uncaring
how we should behave based on moral duties + virtues
Why is it important in PR
helps serve stakeholders’ interest
key to making professional decisions
helps give PR a good rep
How should PR ppl practice ethics
establish ethical parameters b4 needed
know own values
spot+ discuss ethical issues
identify core values + instill an ethical org. culture
educate + counsel decision-makers in org
engage in examining ethical dilemma
How does PR Society of America (PRSA) use ethics
applies to all members w. 6 shared core values to increase awareness of ethical practices
What are PRSA 6 core values
Independence– Objective counsel + accountable
Loyalty– Faithful to clients + serving public’s interest
Fairness– fair to everyone, respect all opinions, support freedom of expression
Advocacy– serve public interest by responsibly advocating for clients
Expertise– Specialized knowledge + experience
Honesty – accurate + truthful
How does the International Association of Business Communication (IABC) use ethics?
professional comm. is legal, ethical, in good taste
What are the primary purpose, problems, and benefits of PRSA code of ethics
Problem: written b4 internet was big, no required licensing
Purpose: encourage members to be truthful, accurate, and fair
benefits: edu. + info, higher awareness + standards
What are ethical codes for internet PR
truthful + accurate
disclose info in chat room posting
offer dialogue w. experts + reveal background
act right on internet
What are ethical codes for Video News Releases (VNR)
info is accurate + reliable
avoid misleading/ intentionally false info
must be identified as a VNR
disclose sponsor/sources
interviewees must be accurately identified by name, title, affiliation
What are ethical codes for front groups
they seek to influence the public policy by disguising true identity of members/ imply representation of broader non-existing group
What is licensing
provided by gov. and includes academic element
What are opinions on licensing
(+) helps define practice, establish edu. criteria, set prof. standards, protect clients/employers, raise credibility
(-) against 1st amendment, difficult to define PR, too much emphasis on edu. civil/criminal laws deal w. malpractice, does not always increase credibility
Accreditation in PR
voluntary certification, recognized by national org. to be competent + qualified professionals
- exam, portfolio, years of experience, continuing edu
What are the 6 ethics recommendations by Shannon A. Bowed for PR ppl
Pay attention to ethics b4 you need them (be proactive)
Know own values (to guide you under pressure)
Spot + discuss ethical issues (seek + resolve before –> crises)
Identify org culture (utilitarian v. deontological)
Educate decision makers ( on PR functions)
Engage in systematic + analytical means of contemplating ethical dilemmas (define values, aim for consistency)
What are the different org. cutlures
Utilitarian: useful> attractive, outcomes justify means
echoes benefit of society
Deontological: actions are good or bad based on clear rules
echoes duty, justice, responsibility
