Chapter 3

Question 1

Ethics

Answer 1

A code for how one should behave based on what is right or wrong

Question 2

What is the biggest problems we may face in public relations?

Answer 2

The possibility that we might fail to meet ethical expectations

Question 3

Ethical Challenges

Answer 3

1. Lack of courses
2. High expectations
3. Lack of Knowledge
4. Social Responsibilities

Question 4

What are the high expectation of PR professionals?

Answer 4

To be sensible, Resourceful, accountable and principled

Question 5

PRSA Code of Ethics

Answer 5

1. Advocacy
2. Honesty
3. Expertise
4. Independence
5. Loyalty
6. Fairness

Question 6

Other Codes of ethics

Answer 6

IABC, CIPR, and Global Alliance

Question 7

What are some challenges to behaving ethically?

Answer 7

No accountability and less money

Question 8

3 Potential Ethical Situations for PR

Answer 8

1. Receiving Gifts
2. Disclosing who you are
3. Media Interview (off the record)

Question 9

2 Recent Ethical Dilemma Cases

Answer 9

1. Nissan - Greedy Leadership (Carlos Ghosn Chairman Received money in which the rest of the board didn’t know)
2. Papa Johns - Racism and brand rehabilitation (CEO protested the national anthem and said the N-word on a conference call

Question 10

Libel

Answer 10

Printed Falsehood

Question 11

Five elements to prove Libel

Answer 11

1. Publication
2. Identification
3. Defamation
4. Injury
5. Fault

Question 12

Slander

Answer 12

False oral statement

Question 13

Deception

Answer 13

False or misleading statement

Question 14

Puffery

Answer 14

Exaggerated Statement

Question 15

Best practices for ethical PR

Answer 15

1. Set a strong ethical example
2. Controversial Clients may hurt your reputation
3. Ethical practices are different from country to country