Ethics and Law

Question 1

absolutism

Answer 1

Things are completely right or completely wrong

e.g., You cannot exaggerate the qualities of a product if your client asked you to

Question 2

existentialism

Answer 2

“rightness” or “wrongness’

You can pick your spots on the continuum (i.e., “frame” the truth in a favorable light)- personal value system

Question 3

utilitarian

Answer 3

The ends justify the means

Goal: Harm the fewest number of people, bring joy to the most

Question 4

ethical advocates? point-

Answer 4

“Traditional ethics prohibits a person from taking an advocacy role because that person is ‘biased’ and trying to ‘manipulate’ people”

Question 5

ethical advocates? counterpoint-

Answer 5

People expect PR practitioners to be advocates

Advocacy efforts must be truthful

Question 6

PRSA and PRSSA are

Answer 6

Professional organizations strive to educate and preserve the name of public relations
Provides guiding standards for the industry

Question 7

The International Association of Business Communicators

Answer 7

The second-largest organization of communication and public relations professionals

Question 8

The International Public Relations Association

Answer 8

A London-based global organization

Question 9

“Act with honesty and integrity at all times so as
to secure the confidence of those with whom
the practitioner comes in contact”
First article in the Code of Brussels (IPRA)

Answer 9

Typically not enforced in the form of sanctions

Have been called “toothless” by many

Question 10

internet transparency

Answer 10

Typically concerned with disclosure of sources for internet content (e.g., product reviews)
No paid posts
Respect copyright laws
Respectful voice

Question 11

video news release

Answer 11

attempts to capitalize on 3rd party credibility to sell a product or service

Question 12

financial info

Answer 12

Response to recent corporate scandals (Enron, WorldCom, Tyco)
Must exercise independent professional judgment
Keep track of financial laws and regulations
Ensure full and fair disclosures

Question 13

corporate practice codes cover things like…

Answer 13

Truth and accuracy in communications
Confidentiality rules and practices and safeguarding of client proprietary information
Rules about gift giving
Abuse of insider information

Question 14

professionalism

professional practitioners should have

Answer 14

A sense of independence
A sense of responsibility to society and public interests
Concern for the competence and honor of the profession
A higher loyalty to the profession than to an employer

Question 15

licensing: advocates

Answer 15

Defines PR, unifies curricula, unifies standards, protects clients, protects practitioners, raises practitioners’ credibility

Question 16

licensing: opponents

Answer 16

Violates 1st amendment, malpractice laws exist, states license but PR works nationally/internationally, ensures only minimum competence/ethics, increased credibility not ensured, expensive

Question 17

accreditation

Answer 17

voluntary process of “certification” by professional organizations

• present portfolio of work
• demonstrate knowledge through exam

Question 18

stringent standards for behavior?

Answer 18

ethics

Question 19

minimum standards for behavior?

Answer 19

law

Question 20

law’s purpose it to maintain stable society

Answer 20

resolve disputes
protect property
preserve gov’t

Question 21

law is based on

Answer 21

‘musts’

Question 22

ethics based on

Answer 22

‘oughts’

Question 23

defamation

Answer 23

False statements about a person or organization that have

negative impacts on public perceptions

Question 24

The following are required for defamation

Answer 24

A false statement was communicated to others through print, broadcast or electronic means
The person was identified, or identifiable
There is injury in terms of financial loss, reputation damage, mental suffering
The person making the statement was malicious or negligent

Question 25

copyright infringement

Answer 25

Unauthorized use of works protected by copyright
One cannot copyright an idea, but can copyright the expression of that idea
E.g., Amazon:

Question 26

fair use exceptions when

Answer 26

Quoting small amounts of text from copyrighted work
Quoting information in a news story
Parody & artwork
e.g., dumb Starbucks
Education

Question 27

Federal Trade Commission

Answer 27

Ensure advertisements are not deceptive

Also monitors news releases, brochures, social media posts, etc.

Question 28

Securities and Exchange Commission

Answer 28

Monitors financial affairs of publicly traded companies
Focuses on things like insider trading, releasing misleading financial information, failing to disclose information in a timely manner
Often most relevant for those in Investor Relations (IR)

Question 29

Federal Communications Commission

Answer 29

Ensure public airways are used for public interest
Concerns about source attribution for VNRs are purview of FCC
Increasingly involved in regulating the internet, including issues of net neutrality

Question 30

Food and Drug Administration (FDA)

Answer 30

Has guidelines for communication on health topics
Provide benefit AND risk information for drug treatments
Disclose limitations of the treatment (e.g., pregnant women)
Provide full prescribing information

Question 31

Other legal (and ethical) issues

Answer 31

Employers must be aware of discriminatory hiring policies
Should employers be monitoring employee communications?
To what degree? And, how?
PR practitioners must be aware of basic liability laws, especially when planning events, tours, etc.
Increasingly, PR practitioners are being asked to understand the role of the legal team and to work with that group to avoid and combat litigation …