PRCM chapter 1
advantages of the code of ethics
1. Articulating organizational values 2. Guiding members' behavior and communication 3. Communicating the professional standards of an association's membership to both internal and external parties 4. Offering carefully expressed and professionally agreed-upon guidelines for decision making and action
what are the steps in ethical decision making
1. Define the specific ethical issue/conflict 2. Identify internal/external factors (e.g., legal, political, social, economic) that may influence the decision 3. Identify key values 4. Identify the parties who will be affected by the decision and define the public relations professional's obligation to each 5. Select ethical principles to guide the decision-making process 6. Make a decision and justify it.
what are some professional associations
1. Public Relations Council of Alabama 2. Agricultural Relations Council 3. Southern Public Relations Federation 4. International Public Relations Association
public relations has a rich heritage in what three "deep veins" of history?
1. Religion 2. Education, nonprofit, and reform 3. Politics and government
7 things to remember when practicing PR
1. Tell the truth. 2. Prove it with action 3. Listen to the customer 4. Manage for tomorrow 5. Conduct public relations as if the whole company depends on it 6. Remain calm, patient, and good-humored 7. Realize the company's true character is expressed by its people.
disadvantages of code of ethics
1. Unenforceable 2. Ineffective and unnecessary 3. Vague and internally inconsistent
Grunig and Hunt charted a historical progression of public relations outlined in four models of public relations throughout history:
1. press agentry/publicity 2. public information 3. two-way asymmetrical 4. two-way symmetrical
what two things are good outcomes from studying ethics?
1. you will be better at your job 2. you will be more important at work
Define public relations in terms of organizations, publics, and the relationships between them.
A strategic communication process that builds mutually beneficial relationships between organizations and their publics.
What retailer offered to pay Mike Sorrentino to stop wearing that brand of clothing?
Abercombie & Fitch
who were some OTHER key figures in PR history
Alexander the Great, Alexander Hamilton, Arthur Page, etc
who are the 3 main key figures in PR history
Barnum, Lee, and Bernays
what group is advocacy valued in for PR
PRSA Code of Ethics: serve the public by advocating for those we represent
what group is advocacy not valued in for PR
SPJ Code of Ethics: distinguish between advocacy and reporting
what is ethical behavior
Strategic public relations means that the public relations tactics you perform are derived from solid goals and objectives, and that those goals and objectives serve the broader mission of your organization.
what do public relations work in conjunction with as one of their largest roles?
advertising and marketing to promote the sale of products, services, and ideas.
Understand the importance of ethics in public relations.
as PR practitioners move up in their field and earn more respect in their management, their decision making has to become better. this is why learning ethics is important in public relations
how is knowledge of social history integrated with knowledge of public relations.
business, religion, education, politics, and government are intertwined with PR throughout history inasmuch as organizations and publics have communicated, adapted, and persuaded each other over time
Identify common motivations for strategic communication in history.
even though the term PR may have not existed for that long, its functions and tactics have been used for a long period of our history
what are some phenomenons based on general principals of publicity stunts
flash mobs, internet activism, and radical transparency
What was the crux of the matter for the Jersey shore/mike situation
it basically was a PR stunt and they just wanted publicity
explain transparency as being ethical in PR
it is essential to human dignity and it is best to respect the people. disclosure and dissemination of information is a cornerstone of public relations ethics
explain advocacy as being ethical in PR
it is okay to advocate for your employer as long as you are being honest, transparent, and respect other's decision making
who is known as the founder of public relations
lee ledbetter and Edward bernays
if your effort at communication and promotion are not consistent with how your organization is _____, your organization will come off bogus
managed
Was mike situation/jersey shore stunt a successful public relations invention?
no, it just generated publicity
what is the definition for objectivity
not influenced by personal feelings or opinions in considering and representing facts
public information model is what "way" communication
one way: initiated by an organization to inform publics with truthful and accurate statements
publicity/press agent model is what "way" communication
one way: initiated by an organization with little concern for for accuracy or completeness; propaganda/attention getting
the principle of transparency is critical whether you ______ or _____
practice public information with a journalistic set of values or with advocacy.
Explain how public relations can serve as a management function.
public relations should be focused more on managing the company, than the image itself. the public can see right through the image trying to be made.
how is public relations different from journalism?
public relations values advocacy journalism values objectivity or balance of coverage
what did lee Ledbetter do?
started the nation's third pubic relations agency
in the twentieth century, communication researchers identified a function of mass media that they called _____
status conferral (legitimacy)
Organized agitation evolved into new forms with the rise of ____
the internet
two-way symmetrical model is what "way" communication
two way, balanced: organization likely to change its attitude or behavior as its publics
two-way asymmetrical model is what "way" communication
two way, unbalanced: organization using feedback in an effort to change the public's attitude or behavior
explain objectivity as being ethical in PR
we need to pursue facts for how they are and look at things in ways without bringing our previous personal opinions into them
