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Copyright © Allyn and Bacon 2006 Overview What are ethics? What are ethics? The role of professional organizations The role of professional organizations Professional codes of conduct Professional codes of conduct Professionalism, Licensing, and Accreditation Professionalism, Licensing, and Accreditation Ethics in individual practice Ethics in individual practice Ethical dealings with the news media Ethical dealings with the news media

Copyright © Allyn and Bacon 2006 What Are Ethics? DEFINITION OF ETHICS Value System by which a person determines what is right or wrong THREE ETHICAL ORIENTATIONS Absolutist Existentialist Situationalist

Copyright © Allyn and Bacon 2006 What are ethics? Ethics refers to the values that guide a person, organization, or society — the difference between right and wrong, fairness and unfairness, honesty and dishonesty. Ethics refers to the values that guide a person, organization, or society — the difference between right and wrong, fairness and unfairness, honesty and dishonesty.

Copyright © Allyn and Bacon 2006 What Are Ethics? DEFINITION OF ETHICS Value System by which a person determines what is right or wrong THREE ETHICAL ORIENTATIONS Absolutist Existentialist Situationalist

Copyright © Allyn and Bacon 2006 Absolutist They believes that every decisions is either right or wrong regardless of the consequences They believes that every decisions is either right or wrong regardless of the consequences The On the basis of immediate practical choices The Existentialist who choices are not made in a prescribed value system, decide On the basis of immediate practical choices the Situationalist believes that each decision is based on what would cause the least harm or the most good

Copyright © Allyn and Bacon 2006 Ethical decisions are based on Our moral choices Our moral choices Norms of society Norms of society Legal principles Legal principles Organizational values Organizational values Professional values Professional values

Copyright © Allyn and Bacon 2006 A person ’ s ethical choices depend on several factors but are not limited to our: Culturecallout Culturecallout Religion Religion Education Education

Copyright © Allyn and Bacon 2006 PRSA Code of Ethics See text, Figure 6-1 See text, Figure 6-1AdvocacyHonestyExpertiseIndependenceLoyalty

Copyright © Allyn and Bacon 2006 Public Relations Society of America and the International Association of Business Communicators both have codes of ethics that govern the practice of public relations. Honesty and fairness are stressed.

Copyright © Allyn and Bacon 2006 Can you name the dirty deed with the corporation in these white collar crimes? Enron Arthur Andersen World Com Adelphia Communications Tyco Martha Stewart C

Copyright © Allyn and Bacon 2006 The Corporate Reform Bill was signed to impose rigorous sanctions on corporate criminals by President Bush.

Copyright © Allyn and Bacon 2006 A question to ponder … Can ethics and profits co-exist?

Copyright © Allyn and Bacon 2006 What leaders in your opinion have high credibility? International/National International/National Federal/State/Local government Federal/State/Local government Business Business Community Community

Copyright © Allyn and Bacon 2006 Corporate Codes of Conduct are needed to: Increase public confidence Increase public confidence Stem the tide of regulation Stem the tide of regulation Improve internal operations Improve internal operations Respond to transgressions Respond to transgressions

Copyright © Allyn and Bacon 2006 What is corporate social responsibility? A social norm that holds that any social institution is responsible for the behavior of its members and may be held accountable for their misdeeds. A social norm that holds that any social institution is responsible for the behavior of its members and may be held accountable for their misdeeds.

Copyright © Allyn and Bacon 2006 Social Responsibility Categories Product lines Product lines Marketing practices Marketing practices Corporate philanthropy Corporate philanthropy Environmental activities Environmental activities External relations External relations Employment diversity in retaining and promoting minorities and women Employment diversity in retaining and promoting minorities and women Employee safety and health Employee safety and health

Copyright © Allyn and Bacon 2006 Ethics in Government Can you identify the name to the political transgression hall of shame? Can you identify the name to the political transgression hall of shame? Gary Condit Gary Condit James Traficant James Traficant Dick Morris Dick Morris Robert Torricelli Robert Torricelli

Copyright © Allyn and Bacon 2006 What are some issues that have cropped up with regard to ethics in journalism? Clue: Sources, Bogus stories, Not crediting properly

Copyright © Allyn and Bacon 2006 Some of the areas of concern: Internet journalism Internet journalism Reality Television Reality Television TV bogus News programs TV bogus News programs Print journalism scandals Print journalism scandals

Copyright © Allyn and Bacon 2006 Professionalism, Licensing, and Accreditation Barriers to professionalism Job security Job security Prestige in organization Prestige in organization Salary level Salary level Recognition from superiors Recognition from superiors Technician mentality Technician mentality

Copyright © Allyn and Bacon 2006 Professionalism, Licensing, and Accreditation Define the practice of public relations Establish educational criteria Set ethical and professional standards Decertification of unethical practitioners Protect consumers Protect qualified practitioners Credibility Would not control right to communicate Arguments FOR Licensing

Copyright © Allyn and Bacon 2006 Professionalism, Licensing, and Accreditation Licensing is an infringement Difficult to define public relations Voluntary accreditation is sufficient Laws already exist for malpractice Legislatures show little interest Would hamper practice Licensing assures only minimum competence Credibility not assured Costly Arguments AGAINST Licensing

Copyright © Allyn and Bacon 2006 Professionalism, Licensing, and Accreditation The PRSA approach: Preview course Preview course Complete a “ readiness ” questionnaire Complete a “ readiness ” questionnaire Show a portfolio of work to a panel Show a portfolio of work to a panel Take a written exam Take a written exam Must have 5 years of professional experience Must have 5 years of professional experience Upon completion of all requirements, the credential APR (accredited in public relations) is earned. Upon completion of all requirements, the credential APR (accredited in public relations) is earned.

Copyright © Allyn and Bacon 2006 Ethics in Individual Practice  Be honest  Convey sense of business ethics  Respect integrity and position of opponents  Develop trust  Present all sides of an issue  Balance loyalty  Don't sacrifice long-term objectives  Be prepared to sacrifice security for standards

Copyright © Allyn and Bacon 2006 Ethical Dealings With the News Media Less than total honesty destroys credibility. Achieve trust by avoiding:  Junkets  Extravagant parties  Expensive gifts  Personal favors

Copyright © Allyn and Bacon 2006 What are ethics? How can two individuals disagree about what constitutes an ethical dilemma or concern? Ethics is concerned with how we should live our lives, focusing on questions of Ethics is concerned with how we should live our lives, focusing on questions of what is right and wrong, fair or unfair, caring or uncaring, good or bad, etc. what is right and wrong, fair or unfair, caring or uncaring, good or bad, etc. Most ethical conflicts are not measured in black or white, but fall within a gray area Most ethical conflicts are not measured in black or white, but fall within a gray area

Copyright © Allyn and Bacon 2006 Some critics say voluntary codes of ethics have no teeth because they cant be enforced. Are there other reasons for having codes of ethics? While enforcement of ethical codes/violations is problematic, codes do provide a strong baseline for education and information (e.g. professional standards) that can guide members in their personal lives. While enforcement of ethical codes/violations is problematic, codes do provide a strong baseline for education and information (e.g. professional standards) that can guide members in their personal lives.

Copyright © Allyn and Bacon 2006 Should public relations practitioners be licensed? What are the pros and cons of licensing? Licensing proponents cite: Licensing proponents cite: (1) defining the practice of public relations; (1) defining the practice of public relations; (2) establish uniform educational criteria; (2) establish uniform educational criteria; ( 3) set uniform professional standards; ( 3) set uniform professional standards; (4) protect clients and employer s from impostors and charlatans; (4) protect clients and employer s from impostors and charlatans; (5) protect qualified practitioners from unfair competition from the unethical and unqualified (5) protect qualified practitioners from unfair competition from the unethical and unqualified (6) raise the overall credibility of practitioners. (6) raise the overall credibility of practitioners.

Copyright © Allyn and Bacon 2006 Opponents cite: Opponents cite: (1) violation of First Amendment principles; (1) violation of First Amendment principles; (2) civil and criminal laws already exist to deal with (2) civil and criminal laws already exist to deal with malpractice; malpractice; (3) licensing is a function of state governments, and public relations delves way beyond that; (3) licensing is a function of state governments, and public relations delves way beyond that; ( 4) licensing ensures only minimum competence; ( 4) licensing ensures only minimum competence; ( 5) credibility and status of an occupation are not necessarily ensur ed through licensing ( 5) credibility and status of an occupation are not necessarily ensur ed through licensing (6) would be costly for taxpayers to implement. (6) would be costly for taxpayers to implement.

Copyright © Allyn and Bacon 2006 Is it unethical to set up a front group as a citizens organizations when, in fact, the group is organized and funded by special or corporate interests? Is it unethical to set up a front group as a citizens organizations when, in fact, the group is organized and funded by special or corporate interests? More than half of professionals surveyed said it is unethical for par ties to fail to mention that their impetus for contacting a government official or other organization is due to a vested interest or member ship in another organization sponsoring the campaign. PRSA specifically condemns the use of front groups. More than half of professionals surveyed said it is unethical for par ties to fail to mention that their impetus for contacting a government official or other organization is due to a vested interest or member ship in another organization sponsoring the campaign. PRSA specifically condemns the use of front groups.

Copyright © Allyn and Bacon 2006 When companies operate in other nations, should they adhere to the standards of their home country or adapt to the et hical standards of the host nations? When companies operate in other nations, should they adhere to the standards of their home country or adapt to the et hical standards of the host nations? For example, should American companies pay bribes to journalists in Russia if t hat is the standard operating practice? For example, should American companies pay bribes to journalists in Russia if t hat is the standard operating practice? Regardless of which country you are operating in, one should always adhere to the highest ethical and moral ground with regard to tactics such as bribes. On the other hand, visiting practitioners should adhere to accepted cultural mores of a host country. Regardless of which country you are operating in, one should always adhere to the highest ethical and moral ground with regard to tactics such as bribes. On the other hand, visiting practitioners should adhere to accepted cultural mores of a host country.

Copyright © Allyn and Bacon 2006 Some celebrities on television talk shows endorse products, but the viewers don t know that they are being paid by the manufacturer. Is this the fault of the news media or the organization making the product? Some celebrities on television talk shows endorse products, but the viewers don t know that they are being paid by the manufacturer. Is this the fault of the news media or the organization making the product? Celebrities should not be endorsing products unless it is strictly in an advertising medium, or if they have a direct affiliation with the product. Since The New York Times broke a big story regarding an issue with Kathleen Turner, a guest on ABC s Good Morning America, television networks responded that they would initiate a Celebrities should not be endorsing products unless it is strictly in an advertising medium, or if they have a direct affiliation with the product. Since The New York Times broke a big story regarding an issue with Kathleen Turner, a guest on ABC s Good Morning America, television networks responded that they would initiate a policy that viewers will be told of a celebrity s ties to cor porations. policy that viewers will be told of a celebrity s ties to cor porations.

Copyright © Allyn and Bacon 2006 Some argue that there is such a thing as an ethical advocate. What reasons do they give? Some argue that there is such a thing as an ethical advocate. What reasons do they give? Practitioners are expected to be advocates for products and causes, so the notion of ethical advocate should be aspired to. Being objective, as journalists ascribe to, is not in the best interest of the public relations professional. Many practitioners (nearly half) would quit their jobs before compromising their ethical values. Practitioners are expected to be advocates for products and causes, so the notion of ethical advocate should be aspired to. Being objective, as journalists ascribe to, is not in the best interest of the public relations professional. Many practitioners (nearly half) would quit their jobs before compromising their ethical values.

Copyright © Allyn and Bacon 2006 It is important for an individual to act like a professional. What are four qualities of professionals? It is important for an individual to act like a professional. What are four qualities of professionals? Steps toward professionalism include: Steps toward professionalism include: (1) a sense of independence; (1) a sense of independence; (2) a sense of responsibility to society and the public interest; (2) a sense of responsibility to society and the public interest; (3) manifest concern for the competence and honor of the profession as a whole (3) manifest concern for the competence and honor of the profession as a whole (4) a higher loyalty to the standards of the profession than to their employer (4) a higher loyalty to the standards of the profession than to their employer

Copyright © Allyn and Bacon 2006 Why are gifts t o the media considered unprofessional and, at times, unethical? Why are gifts t o the media considered unprofessional and, at times, unethical? Gifts to media are a conflict of interest and could jeopardize the relationship. Gifts to media are a conflict of interest and could jeopardize the relationship. Achieving trust is the aim of all practitioners. Gifts, if given, should be thematic, very inexpensive in nature, and appropriate to the situation. Achieving trust is the aim of all practitioners. Gifts, if given, should be thematic, very inexpensive in nature, and appropriate to the situation.