1. Exploring Ethical Issues For PRSA Ethics Month
Southwest Missouri Chapter of PRSA
Presented by Paul Kincaid
September 27, 2016

2. Overview Quick review – definitions, perspective
Comparison – public relations and journalism
What ethical issues look like (and don’t look like)
Some ethical issues for our profession
Common ethical issues we face every day
Emerging ethical issues – especially social media
Options/resources available to help cope
As many questions as answers….
all with group discussion, please…..

3. Definition
From PRSA
“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
Note: “process” is intended to reference the
“management function”

4. Perspective Don’t make it more complicated than it is….
Think personal and apply – trust is key
Combine PRSA ethics with other guiding principles (10 Commandments, human decency, American ideals, democratic concepts, Bill of Rights, Sunshine Law, etc.)
Trust your gut instincts
Have the courage of your convictions
Be prepared to walk away – but only if warranted and absolutely necessary …. no martyrs, please
Good public relations begins and end with good policies, good procedures, good practices, and good decisions

5. Good advice “It’s never wrong to do the right thing.” Mark Twain
“A single lie destroys a whole reputation of integrity.” 
Baltasar Gracian,
Spanish Jesuit, writer,
philosopher in the 1600s

6. Public relations/journalism
Compare codes of ethics – more similarities than differences
Differences are mostly in:
Client allegiance (i.e., to public or to organization)
Perspective
Timing
Unavoidable fact: There are good and bad practitioners in both professions, just as there are in all professions

7. PRSA Code of Ethics Values: Advocacy Honesty Expertise Independence
Loyalty
Fairness

8. PRSA Code of Ethics Provisions: Free flow of information Competition
Disclosure of information
Safeguarding confidences
Conflicts of interest
Enhancing the profession

9. From Jim Lukaszewski Key components of ethical behavior: Trust Candor
Credibility
Integrity
Sympathy
Empathy and compassion

10. What are ethical issues?
Ethical issues ARE core issues related to personal, professional, and organizational principles
They usually are NOT issues of personal preference, professional preference, or style
Highest profile, most blatant ethical violations are often the easiest – more subtle issues are harder
Different professionals may have different approaches to the same ethical issues

11. Issues facing profession
Common myths to overcome….
Public relations is all about spin
Public relations is all about who you know
Public relations practitioners are failed journalists
Public relations is about parties and special events

12. Common ethical issues Plagiarism Copyright Handling rumors
Dealing with confidential information
Use of Photoshop
Enhanced resumes
Extent/role/value of background checks
Model releases
Diversity and inclusion
Guaranteeing results
Job candidate references
Balancing transparency with privacy
Telling the truth/shading the truth
Providing perspective
Knowing/implementing Sunshine Law
Board relationships/communication
Making public relations part of the management function
And more…..

13. Emerging issues
Many emerging issues deal with social media and electronic communication
Big question is:
Do long-standing, core ethical standards pertain to new media?
Or…..
Are there/should there be different/new ethical standards for new media?

14. Your options/resources
Resources: PRSA website …. PRSA ethics app …. read books by, and follow on Twitter, professionals such as Jim Lukaszewski and others …. read/keep/reference stories/articles as case studies
People: mentor(s) …. public relations colleagues …. confidant/supporter at your organization who can maintain confidentiality …. members of governing board …. influential advocates/leaders …. PRSA Chapter Ethics Chair (24/7 hotline)
Policies: before you might need it, ensure there is a policy that allows confidential feedback and protects whistle-blowers (or similar, such as ombudsman) …. and other best practices
Style: consider Socratic method (i.e., ask questions) ….. raise issues for discussion ….. focus on potential impact on organization

15. Thank you Paul Kincaid, APR, Fellow PRSA Kincaid Communications, LLC
Southwest PRSA Chapter Ethics Chair
(417)
@KincaidCom

16. Q&A/Discussion What have we missed? What was unclear?
What would you like to discuss further?
What comments do you have?
What experiences would you like to share?