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ETHICS

ETHICS. Just do the right thing. But first,…. What does it mean?. Ethics has to do with what my feelings tell me is right or wrong. Ethics consists of standards of behavior our society accepts. Ethics has to do with my religious beliefs. Being ethical is doing what the law requires.

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ETHICS

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  1. ETHICS Just do the right thing.

  2. But first,…

  3. What does it mean? Ethics has to do with what my feelings tell me is right or wrong. Ethics consists of standards of behavior our society accepts. Ethics has to do with my religious beliefs. Being ethical is doing what the law requires. I don’t know what the word means.

  4. Complicated. And yet – Unethical seems so obvious. • Government – OH WHERE TO BEGIN… • Sports – Steroids scandals of insert-baseball-player-of-the-moment • Business – Enron CEO’s lied about financial health to dump stock before it plummeted; Bernie Madoff’s Pyramid Scheme • Education – American University President was fired in 2005 for spending $100k+ on French wine and personal chauffeurs • Non-profit – Red Cross President was forced to resign in 2007 after a secret relationship with a staffer was revealed • Religious – The priest pedophilia scandal of the Catholic Church

  5. Are we doing the right thing? Ethics are the values that guide a person, organization or society – right and wrong, fair and unfair, honest and dishonest. Cultural Background Fear Stress Conscience Religious Upbringing Education

  6. Ethics according to the DUDES Utilitarianism = The greatest good for the greatest number Aristotle = Find the golden mean of mortal virtue between two extreme points Kant = “Categorical Imperative” to act on the maxim which you will to become a universal law Mill = Principle of Utility recommended seeking the greatest happiness for the greatest number Christianity = Love your neighbor as yourself

  7. Don’t lie – and other stuff. • Don’t lie. For your clients sake, and your own. • PR is about enhancing public trust – that is a responsibility. • Ethics is gray and always changing, but ultimately always about honesty and fairness. • PR as the “corporate conscience.”

  8. Business Ethics. Oxymoron? • Ethics Resource Center (2007) found rates of business misconduct increasing, and momentum behind corporate ethics programs decreasing. • Junior Achievement and Deloitte (2007) found that 41% of teenagers believe one must act unethically to get ahead. “In my lifetime, American business has never been under such scrutiny. To be blunt, much of it is deserved.” – Henry Paulson, CEO, Goldman Sachs

  9. Corporate Codes of Conduct Formal codes of conduct can help accomplish a number of public relations purposes: Increase Public Confidence Stem the Tide of Regulation Improve Internal Operations Respond to Transgressions

  10. Ethics in Journalism • The news media should not communicate unofficial charges affecting reputation or moral character without giving the accused a chance to reply. • The news media must guard against invading a person’s right to privacy. • The media should not pander to morbid curiosity about details of vice and crime. Journalists at all times will show respect for the dignity, privacy, rights, and well-being of people encountered in the course of gathering and presenting the news. BUT…

  11. Journalism is not immune PLAGIARISM FABRICATED SOURCES INAPPROPRIATE RELATIONSHIPS SUPPRESSION GIVING FAVORS NO FACT CHECKING

  12. PR: The seat of corporate ethics • Attorney/Adversary – Practitioners have no obligation to consider the public interest or any other outside view beyond that of their client • Two-Way Communication – Practitioners must balance role as client advocate with one as social conscience for the larger public. • Enlightened Self-Interest – Suggests companies gain a competitive edge and are more respected by doing good and acting ethically. • Responsible Advocacy – Practitioners first loyalty is to their clients, secondly, to voice opinions of organizational stakeholders. Practitioners greatest need for ethical guidance is in reconciliation of being both professional advocate and social conscience. Four ethical theories/models relevant to public relations:

  13. PRSA’s Core Values • Advocacy. Never reveal confidential client information without client’s permission. • Honesty. Don’t embellish or lie – even if a client asks you to. • Expertise. Use expertise responsibly, to carefully guide clients. • Independence. Ask hard questions, keep an outsider’s perspective. • Loyalty. Don’t work for a client’s competitor. • Fairness. Treat everyone fairly, even obnoxious reporters.

  14. Assignment: Susan G. Komen • READ. • The coverage. More than one article. More than two. • STOP. • Actually think about it. • WRITE. • A summary of what happened • Three key messages • Three key challenges moving forward • Three strategies/tactics to help Komen turn the tide • DUE – Tuesday, Feb. 14 in class

  15. Unsolicited Career Advice #4 There’s no crying in PR. And if there is, do it in the stairwell.

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