1. Ethics & Leadership: Ingredients of Excellence ProfessionalOpportunityProfessionalOpportunity PersonalResponsibilityPersonalResponsibility Code of Ethics Ethics Sourced & Edited by KUMARAGURU Sourced & Edited by KUMARAGURU

2. Ethics & Leadership: Ingredients of Excellence ProfessionalOpportunityProfessionalOpportunity PersonalResponsibilityPersonalResponsibility Code of Ethics Ethics

3. 21 St Century Code of Ethics Mission: PRSA is the organization to unify, strengthen and advance the profession of public relations A Reasoned Approach: Individual Matters Individual Matters Performance Counts Performance Counts Practice Makes Perfect Practice Makes Perfect

4. Code of Ethics Transition Original Compliance Enforcement Punishment Directive Secretive Compliance Enforcement Punishment Directive Secretive Integrity Inspiration Motivation Educational Open Integrity Inspiration Motivation Educational Open Revised

5. Code Values Advocacy Honesty Expertise Independence Loyalty Fairness Advocacy Honesty Expertise Independence Loyalty Fairness

6. New Code Provisions Free Flow of Information Competition Disclosure of Information Safeguarding Confidences Conflicts of Interest Enhancing the Profession Free Flow of Information Competition Disclosure of Information Safeguarding Confidences Conflicts of Interest Enhancing the Profession

7. Ethics & Leadership: Ingredients of Excellence ProfessionalOpportunityProfessionalOpportunity PersonalResponsibilityPersonalResponsibility Code of Ethics Ethics

8. Your Moral Compass Ask and encourage questions Look at the choices Identify appropriate behavior Ask and encourage questions Look at the choices Identify appropriate behavior

9. Ethics Decision-making Guide  Define the issue/conflict  Identify influencing factors  Identify key values  Identify defining parties  Select guiding principles  Make a decision, justify it  Define the issue/conflict  Identify influencing factors  Identify key values  Identify defining parties  Select guiding principles  Make a decision, justify it

10. Corporate Integrity “Integrity is about setting guidelines in three areas: work, behavior and relationships. These are concepts that can provide extraordinary language and message leadership to their organizations.”

11. Ethics & Leadership: Ingredients of Excellence ProfessionalOpportunityProfessionalOpportunity PersonalResponsibilityPersonalResponsibility Code of Ethics Ethics

12. Chief ( fill in the blank ) Officer Reputation Integrity Risk Trust Counseling External opinion Internal opinion Accountability Conscience Etc. Reputation Integrity Risk Trust Counseling External opinion Internal opinion Accountability Conscience Etc.

13. Identifying the “Wrong” Ethical Behavior Lax Control Under-reporting or failing to report infractions Overlooking bad behavior/actions Permitting questionable methods Structuring compromising incentives Ignoring rogue behavior Lax Control Under-reporting or failing to report infractions Overlooking bad behavior/actions Permitting questionable methods Structuring compromising incentives Ignoring rogue behavior

14. Fostering the “Correct” Ethical Behavior Openness Truthfulness Responsiveness No secrets Engagement Openness Truthfulness Responsiveness No secrets Engagement

15. Creating the Ethical Imperative Written code of ethics Employee commitment Employee training Discipline process Full disclosure Building expectations Top management leadership Written code of ethics Employee commitment Employee training Discipline process Full disclosure Building expectations Top management leadership

16. The Challenge Where does our moral compass point? Are we up to the challenge? THANKS!