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Ethical Public Relations

Ethical Public Relations. April 2014 San Diego State University Public Relations Student Society of America . Sets principles and guidelines that are built on core values Honesty Advocacy Loyalty Professional Development Objectivity. PRSA Code of Ethics.

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Ethical Public Relations

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  1. Ethical Public Relations April 2014 San Diego State University Public Relations Student Society of America

  2. Sets principles and guidelines that are built on core values • Honesty • Advocacy • Loyalty • Professional Development • Objectivity PRSA Code of Ethics

  3. Be honest and accurate in all communications • Reveal sponsors for represented causes and interests • Act in the best interest of clients and employers • Safeguard confidences and privacy rights of clients and employees • Follow ethical hiring practices to respect free and open competition • Avoid conflicts between personal and professional interests Code Guidelines

  4. Decline representation of clients requiring actions contrary to the Code • Accurately define what public relations activities can accomplish • Report all ethical violations to the appropriate authority Code Guidelines Cont.

  5. Trust is critical to success in life and in public relations “There is a pervading crisis of confidence and trust in the global corporate culture. Trust has been ruptured between many organizations and their constituencies. Yet trust is at the basis of every relationship. The loss of trust leads to the loss of reputation and, ultimately, to the loss of business.” TRUST

  6. Brands like • Target • McDonalds • Wal-Mart • Bank of America • Amazon • Facebook • IBM Companies & Trust

  7. Which profession is the most and least trusted ? Trust & Professions

  8. Nurses • Pharmacists • Police • Engineers • Dentists • College Teachers • Clergy Most Trusted

  9. Bankers • Governors • Lawyers • Business Executives • Advertising Practitioners • Senators • Insurance Sales **ONLY 17 percent of Americans trust the government to do the right thing most or all of the time** Least Trusted

  10. Plagiarism • Looking the other way • Stealing of Intellectual Property of Others • Use of video news releases as a Public Relations tool Unethical Acts

  11. As students how does ethical decision making affect you? What does this mean to you?

  12. No rule bending because you are a student • For those entering the field, doing internships & getting jobs puts you right in the midst of ethical decision making on a daily basis • Being able to speak up about acts that you feel are ethically wrong • Not turning a blind eye because you are the “intern” You, Ethics, Now

  13. What are your top 5 values? • The ones you are not willing to compromise on for anything Start your ethical road map today

  14. 1. Define the specific ethical issue or conflict 2. Identify internal/external factors (e.g. legal, political, social, economic) that may influence the decision 3. Identify key values 4. Identify parties who will be affected by the decision and define the public relations professional’s obligation to each 5. Select ethical principles to guide the decision-making process 6. Make a decision and justify it Final Notes – Basic Steps to ethical decision making

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