ethics in pr education - the plank center for leadership...
TRANSCRIPT
EthicsinPREducationFebruary23,2011
Today’sPanelistsKeith Burton President, Insidedge/GolinHarris
Kathy Fitzpatrick Professor of Public Relations, Quinnipiac University
Tom Martin Executive in Residence, Department of Communication College of Charleston
Kevin Saghy Public Relations and Marketing Specialist, Chicago Cubs
Shannon A. Bowen Associate Professor, Syracuse University
Bruce Berger Reese Phifer Professor of Advertising and Public Relations, University of Alabama
Today’sTopics
• Overviewofethicsresearchandimplications• TeachingPRethics• Youngprofessionals’perspectiveonethics• Seniorexecutives’perspectiveonethics• Questionsanddiscussion
ImportanceofEthics
• IssuesManagement Definingsituations,researchingissues,recommending
options
• CrisisManagement Accountability,ethicalanalysesofresponsibility
• CorporateReputation Trust‐building,consistency
RoleofReputation
• 61%ofrespondentssaymoreattentionisbeingpaidtoreputationmanagementfromtheC‐suiteoverthepastyear(P.R.WeekCorporateSurvey2010,October,prweekus.com,page33)
• Reputation&relationshipareintertwined• Relationshipfactors:Trust,control‐mutuality,commitmentandsatisfaction
AdviseonEthics?• “InorderforP.R.tobeatitsmosteffective,itsimplyhastoreportuptotheCEO”‐GilSchwartz,CBS
• Whoelsewouldconsiderethics,anyway?• Bestpositiontoknowthevaluesofstakeholdersandpublicsaroundtheorganization(needsresearch)
• ResearchersfindthatmostUSpractitionersuseadeontologicalapproachtoethics(principlebased)
AdviseonEthics?
• “Iadviseonethicsallthetime,theyjustdonotcallitthat”
• “Wearethekeepersofthecorporatereputation.Naturally,thatinvolvesethics”
• “Wecanassumethatwhatbenefitsusbenefitsothers.Ethicshassomethingtodowithmutualresponsibility,andisapartofeverythingwedo”
HowtoLearnIt?
• Iteachfromabusinessethicsperspectivebecauseithelpspublicrelationsstudentsunderstandtheworldofbusiness
• Outstandingtextforpracticalapplicationofethics:DeGeorge,R.T.(2010).Businessethics(7thed.).Boston:PrenticeHall
• Coversutilitarianism,virtue,deontology,globalism,socialmedia,finance,marketingandadvertising,etc
HowtoApplyIt?
• Ethicalknowledgegreatlyimproveschancesofmembershipindominantcoalition
• Researchonwaystogaindominantcoalitionmembership,includingpracticalapplication:– Bowen,S.A.(2009).Whatcommunicationprofessionalstellusabout
dominantcoalitionaccessandgainingmembership.JournalofAppliedCommunicationResearch,37(4),418‐443
• ResearchonAutonomynecessaryforethicaladvising:– Bowen,S.A.(2006).Autonomyincommunication:Inclusionin
strategicmanagement,acomparativecaseanalysis.JournalofCommunicationManagement,10(4),330‐352
DevelopingtheCourseWhatdopublicrelationsprofessionalsneedtoknow/understandaboutethics?
• Professionalstandards• Professionalobligationstosociety• Professionalroleasorganizationaladvisor/representative• Howtoevaluateandresolveethicaldilemmas‐andjustify
decisions
• Implicationsofethicalandunethicalconduct
DiscussionTopics
• Whypublicrelationsethics—andtheteachingofpublicrelationsethics—matters
• Understandingethics:Definitions,theories,principles
• Professionalrolesandresponsibilities • Professionalstandardsofpracticeandcodesofconduct
• Responsibleadvocacy:Balancingpublicandprivateinterests
DiscussionTopics
• Perceptionsofdeception:Truth,trustandtransparency
• Ethicsinpractice:Makingethicaldecisions
• Publicrelations’roleininstitutionalethicsandcorporatesocialresponsibility
• Publicrelationsethicsinglobalsociety• Ethicsandlegalregulationinpublicrelations
TeachingTechniques
• Opendiscussion• Casesimulations/decision‐makingexercises
• Socraticdialogue• Caseanalyses• Currentevents• Lecture
KeystoSuccess
• Createa“protected”environment• Requireparticipation• Encouragedebate• Stimulatediscussionwithcurrentevents,casesimulationsandteamwork
• Raisemorequestionsthanprovideanswers
• Invitereflection
ViewfromaYoungProfessional
• EthicalDilemmasintheField– Sponsorexample
– Events– Timeentry
ViewfromStudentsQuestionsaskedofstudents:
1. Haveyoutakenacourseorparticipatedingroupactivities(i.e.PRSSA)focusingonethicsinpublicrelations?a) Ifso,whateducationaltoolsorapproachdidyoufindmost
helpful?Whatwasnothelpful?Examplescouldincludereallifecasestudies,hypotheticalcasestudies,professionalspeakers,etc.
b) Ifnot,howwouldyouprefertolearnmoreaboutethicsinPR?
2. Whatconcernsdoyouhaveaboutyourethicalpreparationasyouentertheprofessionalindustry?Isthereanythingyouwouldliketoseeaddressedinyourcollegiatecurriculum?
3. Whatisthemostimportantlessonyou’velearnedaboutprofessionalethics?
ViewfromStudents
Learningaboutethics:• Moststudentshavetaken(orsoonwill)acourseonPRethics
• Examplestrumptheory.Professionalspeakersandcasestudies—bothrealandhypothetical—areoverwhelminglypreferredoverlectures
• Students’mainfear:sayingnotomanagement
• We’reingoodhands.Studentsvaluehonestyandtransparency
FromaCorporatePerspective,whyTeachEthics?
• Staggeringdeclineintrustofcorporations,businessexecutivesandotherinstitutions
• StakeholderempowermentasaresultoftheInternet
• Globaltransparency:therearenolongeranysecrets
AreCompaniesOfferingEthicsTraining?
• Someare,manyarenot• Focustendstobeoncomplianceratherthanvalues
• Crisissituationsraisethepriority
CaseStudyCandidates
• MadoffFinancial• Enron/ArthurAndersen
• StanfordFinancial• WorldCom• ImClone/MarthaStewartOmniMedia
• HealthSouth• Tyco
• BernardMadoff• KenLay/JeffSkilling/AndyFastow
• AllenStanford• BernieEbbers• MarthaStewart/SamWaksal
• RichardScrushy• DennisKozlowski/ScottSullivan
PublicRelations’Examples• Ketchum:
– PaidArmstrongWilliams,acommentatorforCNNandothers,topromote“NoChildLeftBehindAct”incommentariesonhisownprogramandothersfortheDepartmentofEducation
• FleishmanHillard:– AccusedofoverbillingcityofLosAngelesforworkneverperformed;headofL.A.officeconvictedoffraud
– SanFranciscoemployeesvilifiedforrepresentingthemselvesasemployeesofF‐H’slargestclienttothemedia
• Edelman:– FakebloggerssupportingWal‐MartrevealedasEdelmanemployees
EthicalIssuesfacingtheprofession
• Governance:Canwebelievethecompanieswebuyfrom,workforandinvestinarebeingledinafairandethicalway?
• Transparency:Whenadvocatingaposition,isitcleartotheaudiencewhoissponsoringtheadvocacy?
• Credibility:Howbelievableareourspokespersons,ourtradeassociationsandcoalitions,andtheleadershipofourorganizationsandclients?
• BusinessConduct:Areweconductingthepublicrelationsbusinessinanhonestandprofessionalmannerforourorganizationsandclients?
Potentialrole‐playingscenarios:• Scenario1:You’replanninganewcommunicationscampaigntolaunchanewpainmedication.
YousecureaspotontheTodayshowforyourchiefpaidspokesperson,aretiredNFLHallofFamequarterback.Duringtheinterview,MattLauerplanstotalkabouttheplayer’scolorfulcareer.Youadviseyourspokespersontobesureandmentionhowwellhiskneesaredoingsincehestartedtakingyourclient’sproduct.Doyoufurtheradvisehimtobesureandmentionthatheisbeingpaidtopromotetheproduct,ordoyoutellhimtoonlymentionitifMattasksaboutcompensation?
• Scenario2:Youworkatanagencywhichisunderseriouspressuretoimprovemargins.Yourbosscomesbytoreviewyourhours.“Look,”shesays,“Wewanttoplaybytherules,butsurelyyou’vegotsomeadditionalworkyoucandoonbehalfofyourlargestclient.Itwouldreallyhelpusoutifyouhadafewmorehoursthismonth,sowhydon’tyougiveitsomethoughtandseewhatyoucancomeupwith.Okay?”
• Scenario3:Youworkforacorporationandyou’vebeenaskedtoprepareanemployeepresentationdealingwiththemovementofjobstoMexico.Ingivingyoutheassignment,yourbosssays:“Weknowwe’regoingtoshutdownthisfactory,butweneedalittletime.Ifweannouncethistoosoon,we’lllosethebigtaxincentivewegotthreeyearsago.Justmakesurethepresentationiswordedsothatwehaveplentyof“wiggleroom”downtheroad.”
Questions?
• PleasesubmityourquestionsviatheQ/AfunctiononLiveMeetingoraskthemovertheconferenceline‐ToaskquestionsviaLiveMeeting:
1. ClickontheQ&Abutton(topleft‐handtoolbaronscreen)
2. Typeyourquestioninthe“Typeaquestionforthepresenter”fieldandhit“Ask”
Today’sPanelistsKeith Burton President, Insidedge/GolinHarris
Kathy Fitzpatrick Professor of Public Relations, Quinnipiac University
Tom Martin Executive in Residence, Department of Communication College of Charleston
Kevin Saghy Public Relations and Marketing Specialist, Chicago Cubs
Shannon A. Bowen Associate Professor, Syracuse University
Bruce Berger Reese Phifer Professor of Advertising and Public Relations, University of Alabama
Panelist’sEmailAddressesKeith Burton [email protected]
Kathy Fitzpatrick [email protected]
Tom Martin [email protected]
Kevin Saghy [email protected]
Shannon A. Bowen [email protected]
Bruce Berger [email protected]
TheaudioportionofthiswebcastandslideswillbepostedtothePlankCenterWebsiteat:plankcenter.ua.edu
ThankYou!