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Media Ethics 573 Public Relations vs. Journalism

Media Ethics 573 Public Relations vs. Journalism. Presented by Megan Ilabria, Shelby Danielsen Tim Schrag, Herbie Teope. Megan. Shelby. Herbie. Tim. What is PR?. Built on the idea of branding and image Represent client, get word out Handle, teach communications skills Publicity

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Media Ethics 573 Public Relations vs. Journalism

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  1. Media Ethics 573Public Relations vs. Journalism Presented by Megan Ilabria, Shelby Danielsen Tim Schrag, Herbie Teope Megan Shelby Herbie Tim

  2. What is PR? • Built on the idea of branding and image • Represent client, get word out • Handle, teach communications skills • Publicity • Community relations • Government relations • Crisis management (worst, best case scenarios)

  3. In the beginning… • One-sided press (could be viewed as unethical) • Roots in advertising (P.T. Barnum, Press Agents) • Lack of understanding of public led to arrogance • William Henry Vanderbilt: “The public be damned.” • Harvard makes a mistake

  4. The pioneers behind the movement Ivy Ledbetter Lee Edward Bernays

  5. Ivy Ledbetter Lee • Business news reporter for New York World (1898-1903) • Political advisor in 1904: Publicist to the Presidents • Hired by the coal industry in 1906 • First-ever PR agency in 1907 • “Declaration of Principles”

  6. Edward Bernays • Claimed to create term PR • Opened agency in 1919 to compete with Lee • Hold to same standard as lawyers and doctors • Taught PR at New York University in 1923 • Made PR a profession • The Press Release

  7. Evolution of PR (1950-Present) 1947: PRSA first charted 1960s: issue management becomes part of PR job description 1970s: investor relations booms 1980s: PR as a management function in full effect 1990-2000s: reputation management becomes PR’s main responsibility

  8. Evolution of PR Recent trends in Public Relations Bad PR example: http://www.fannation.com/truth_and_rumors/view/272031-nfl-nflpa-spokesmen-take-sniping-to-twitter Good PR example: Update Magazines

  9. Gray AreaUltimately creating a relationship to benefit citizens Is journalism PR? / Is PR journalism? Journalists later entering into PR careers, vice-versa “Personally I think any good PR person should put themselves into the role of a journalist every day”… (email) Somewhere in the middle you find the truth, it does not reside on only one side = “Symbiosis” (Gray, not B&W, they feed off of each other) Interchangeable? Twitter, Facebook, NPR blending responsibilities “Yellow Journalism” the type of journalism that relies on sensationalism and lurid exaggeration to attract readers… “Yellow” PR? Can Press Releases be exaggerated…”jump the gun” with information? The media is competitive; how far can they stretch the truth? Does each media outlet have the same consequences? Do they consider the same ethics when making a decision?

  10. Seeing Black and WhiteDifferent Roles/Duties • Similar Values and Facts: • Standards are not the monopoly of one and unknown to the other • SPJ, PRSA, IABC agree on key concepts: truth, accuracy, fairness, human rights, freedom of speech, and democratic principles, BUT, loyalties and principles differ… • Journalism serves the general public, and journalists are expected to act in the public's best interests even if such actions have detrimental effects on their employers. • http://www.youtube.com/watch?v=NgIMEJpwKbM • PR serves the specific organization or client paying the practitioner to build and manage relationships that help that organization/client achieve its goals. • http://www.youtube.com/watch?v=QsxGwshh1oI&feature=related • Ethics Codes • Advocacy, Honesty, Expertise, Independence, Loyalty, Fairness (PR) • Seek Truth and Report It, Minimize Harm, Act Independently, Be Accountable (J)

  11. Bad PR: Three Mile Island Case Facts: Three Mile Island Nuclear Station in Pennsylvania. The accident at TMI-2 essentially was caused by several malfunctions in the cooling system, beginning at around 4 a.m. March 28, 1979which were compounded by instrument breakdowns and mistakes by the plant’s human operators.-National Geographic About half of the reactors’ core melted. Pennsylvania Lt.Gov. William Scranton, the state’s point man on the crisis, gave a press conference on the first day of the crisis, in which told reporters –incorrectly, as it turned out-- that the plant’s safety equipment had functioned properly. – National Geographic More hype was given to the accident as a result of the Movie “The China Syndrome” Staring Jane Fonda and Michael Douglas

  12. PR Done Well: Tylenol Recall Case Facts: Seven people died as a result of tampering Extra-Strength Tylenol capsules. The case remains has yet to be solved. In 1982 seven people in Chicago died as a result of consuming tampered Tylenol. Johnson & Johnson halted production and advertising of the product and issued an nation-wide recall on Oct. 5 1982. They would later relaunch the product introducing a tamper resistance product. "Johnson & Johnson has effectively demonstrated how a major business ought to handle a disaster… this is no Three Mile Island accident in which the company's response did more damage than the original incident“ –Washington Post

  13. Questions?

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