JUST DO THE RIGHT THING.ETHICS

But first,

What does it mean? Ethics has to do with my religious beliefs. Being ethical is doing what the law requires. Ethics consists of standards of behavior our society accepts. I dont know what the word means.Ethics has to do with what my feelings tell me is right or wrong.

Complicated. And yet Unethical seems so obvious. Government OH WHERE TO BEGIN Sports Steroids scandals of insert-baseball-player-of-the-momentBusiness Enron CEOs lied about financial health to dump stock before it plummeted; Bernie Madoffs Pyramid SchemeEducation American University President was fired in 2005 for spending $100k+ on French wine and personal chauffeursNon-profit Red Cross President was forced to resign in 2007 after a secret relationship with a staffer was revealedReligious The priest pedophilia scandal of the Catholic Church

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. ConscienceCultural BackgroundReligious Upbringing EducationFearStress

Ethics according to the DUDESUtilitarianism = The greatest good for the greatest numberAristotle = Find the golden mean of mortal virtue between two extreme pointsKant = Categorical Imperative to act on the maxim which you will to become a universal lawMill = Principle of Utility recommended seeking the greatest happiness for the greatest number

Christianity = Love your neighbor as yourself

Dont lie and other stuff. Dont 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.

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

Corporate Codes of ConductFormal codes of conduct can help accomplish a number of public relations purposes: Increase Public ConfidenceStem the Tide of RegulationImprove Internal Operations Respond to Transgressions

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 persons 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

Journalism is not immunePLAGIARISMINAPPROPRIATE RELATIONSHIPS SUPPRESSIONNO FACT CHECKINGFABRICATED SOURCESGIVING FAVORS

PR: The seat of corporate ethicsAttorney/Adversary Practitioners have no obligation to consider the public interest or any other outside view beyond that of their clientTwo-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:

PRSAs Core Values Advocacy. Never reveal confidential client information without clients permission.Honesty. Dont embellish or lie even if a client asks you to.Expertise. Use expertise responsibly, to carefully guide clients. Independence. Ask hard questions, keep an outsiders perspective.Loyalty. Dont work for a clients competitor. Fairness. Treat everyone fairly, even obnoxious reporters.

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

Unsolicited Career Advice #4Theres no crying in PR. And if there is, do it in the stairwell.