Week 12

Question 1

What are the 3 pillars of ethics?

Answer 1

1. Honesty and accuracy
2. Responsiveness
3. Respect (deadlines)

Question 2

What are the 6 common elements to PR ethical codes?

Answer 2

1. Protect and advance the free flow of accurate and truthful information
2. Foster informed decision making through open communication
3. Protect confidential and private information
4. Promote healthy and fair competition among professionals
5. Avoid conflicts of interest
6. Work to strengthen the public’s trust in the profession

Question 3

What are the 3 key social media ethics considerations?

Answer 3

1. Unreported endorsements
2. Improper anonymity/Authenticity of content
3. Overly enthusiastic employees

Question 4

What are the legal clarifications on apologies?

Answer 4

• Does not express or imply fault
• Does not void any insurance coverage
• Shall not be taken into account to determine liability

Question 5

What are the 4 essentials to public apologies? (EXAM)

Answer 5

1. Be genuine
2. No ‘ifs’
3. Take responsibility
4. Make it better

Question 6

What are the types of logical fallacies?

Answer 6

• Cause and effect
• Personal attack
• Bandwagon
• Inference by association

Question 7

What are the language fallacies?

Answer 7

• Equivocation: using two meanings of a word to confuse people
• Amphiboly: Ambiguous sentence structure
• Emotive language

Question 8

What is non-commercial speech?

Answer 8

Allows a corporation to state publicly its position on controversial issues

Question 9

What are the five elements of defamation?

Answer 9

1. Must be communication of a statement that harms a person’s reputation
2. The communication must have been published or communicated to e third party
3. The person defamed must have been identified in the communication, either by name or by direct reference
4. The person defamed must be able to prove that the communication caused damage to their reputation
5. Negligence must also be shown

Question 10

What are the 2 categories of privacy?

Answer 10

1. Appropriation: the commercial use of a person’s name or picture without permission
2. Intrusion: spying on another person

Question 11

What is copyright?

Answer 11

Legal protection of intellectual property

Question 12

What is a trademark?

Answer 12

Legal protection of product names, images, phrases or slogans from use by others without permission