1. JPG, PUB475, Spring 2008 1 Week 7 -- Ethics Public Relations as a profession  Applies generally accepted techniques, strategies, structures and tactics  Similar to “law,” “medicine,” etc. What it yields are desirable public relationships and positive reputations

2. JPG, PUB475, Spring 2008 2 Key elements Measurable results Forward-looking orientation Long-term planning Appropriate strategy and tactics Ethical standards

3. Key professional elements Standardized educational preparation  Unique knowledge and skills  Based on a body of theory developed through research Recognition by the community of a unique and essential service Autonomy in practice and acceptance of personal responsibility by practitioners Codes of ethics and standards of performance enforced by a self-governing association of colleagues JPG, PUB475, Spring 2008 3

4. Why are ethics important? Self-policing protects the profession  Defines PR practitioners as a group  Protects the professional franchise Serves our clients  Maintains public trust  Provides basis and support for professional privilege. JPG, PUB475, Spring 2008 4

5. Applied ethics Formal codes of ethics and professional conduct.  Guide professional practice  Provide the basis for enforcement and sanctions. Professional conduct  Generally accepted virtuous motives  Monitored and assessed against established codes of conduct  Enforced through concrete interpretation for those who deviate from accepted standards of performance JPG, PUB475, Spring 2008 5

6. Foundations of ethical practice Professional ethics  Doing the right thing Imperative of trust  Placing your client’s interests above your own Professional privileges  Access to information, strategy, financials, etc. JPG, PUB475, Spring 2008 6

7. Professional impact on society JPG, PUB475, Spring 2008 7 Enhanced when: Promotes free, ethical competition of ideas, individuals and institutions Reveals underlying sources and goals Enforces high standards of conduct Diminished when: Suppresses or otherwise limits competition of ideas Hides or ascribes to other the true sources of PR efforts Doesn’t challenge incompetent or unethical practice

8. How does PR contribute to society? Improves professional practice by codifying and enforcing ethical conduct and standards of performance Improves conduct of organizations by stressing need for public approval Serves the public interest by making all points of view articulate in the public forum Serves a segmented society by using communication and mediation to inform Promotes social welfare by helping social systems adapt to changing needs and environments. JPG, PUB475, Spring 2008 8

9. Negative impact of PR? Gains advantages for and promotes special interests, sometimes at the cost of the public well-being. Clutters already choked channels of communication with pseudoevents and phony phrases that confuse rather than clarify. Corrodes our channels of communication with cynicism and credibility gaps. JPG, PUB475, Spring 2008 9

10. For next week: Read:  JC -- 10.2 (Nestle case study)  JC -- 3.4 (Kodak case study) JPG, PUB475, Spring 2008 10