COM Taejin Jung, Ph.D. Week 4: Ethics & Professionalism

Overview Adherence to the code of professional ethics separates professionals from other skilled occupations. This chapter explores the ethical and professional foundations of public relations practices.

“Professionalism debate” relates to PR Negative - Spin - Propaganda - Manipulation Public relations must be practiced with a commitment to social responsibility and ethics Positive - Facilitate dialogue - Promote understanding - Build mutually beneficial relationship

Foundations of professional ethics and enforcement of “codes of conduct” Practitioners have a “fiduciary relationship” with clients - The professional holds client in trust and is obliged to act in client’s best interest. To protect, 1. Client 2. Profession itself (privilege/status/collegiality)

Criteria of a profession …..The imperative of “ethical practice” is paramount Specialized educational preparation to acquire knowledge and skills. Codes of ethics and standards of performance. Recognition of a unique and essential service by the community. Autonomy in practice & acceptance of responsibility.

PRSA Code of Ethics Guidelines Free Flow of Information [Fake FEMA INTERVIEW ( Competition Disclosure of Information Safeguard Confidences Conflicts of Interest Enhancing the Profession Exhibit 5.5 (p.139)

Professional education Degree program - Respected public relations programs at most major universities - Basic Courses: Introduction to Public Relations/ Public Relations Research/Public Relations Writing - Advanced Courses: Case Studies in PR/ PR Planning & Management/ PR Campaign/ Supervised PR Internship (As of 2004, 136 PR programs and 18,000 majoring undergraduates) Continuing education - All accredited members (APR) of PRSA must earn points from continuing education, professional development, and public services to maintain their accredited status - “Nothing is more practical than a good theory”

Licensing and accreditation Edward L. Bernays was among the first to advocate licensing of public relations practitioners…..to exclude those who are not properly qualified. Licensing “Feasibility” vs. “Desirability” Legal considerations for licensing 1. Compelling need to regulate PR for state interest? 2. Safeguarding the practitioner’s freedom of expression. 3. Right of individuals to pursue occupations. Accreditation - APR (Accredited Public Relations) by PRSA ( ) - ABC (Accredited Business Communicator) by IABC

Professional organizations IABC (International Association of Business Communicators) - Founded in ,000 members in 60 countries - Headquarters in San Francisco IPRA (International Public Relations Association) - Founded in ,000 members in 77 countries - Headquarters in Geneva, Switzerland PRSA (Public Relations Society of America) - Founded in ,000 members in 116 chapters - Headquarters in New York City

Discussion Identify the major motivations behind concern for professional ethics in public relations practice. Outline the major arguments for and against licensing and accreditation of practitioners