Introduction to Public Introduction to Public RelationsRelationsCOMM 106Fall 2013Chapters 6 & 7 (Ethics and The Law)

Instructor: Tara Rummell Berson

Portions Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall, Portions (c) 2011 Tara R. Berson 1

It’s all about credibility.It’s all about credibility.The practice of pu

blic relations is all about earning credibility.

Credibility begins with telling the truth.

Public relations must be based on doing the right thing, or acting ethically.

Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-2

What exactly are ethics?

Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-3

Great thinkers have struggled for years to answer this question. Here is one

definition:

“Ethics are standards of conduct that indicate how one should behave

based on moral duties and virtues.”

Another definition of Another definition of ethicsethics“Ethics refers to the values that

guide a person, organization, or society — the difference between right and wrong, fairness and unfairness, honesty and dishonesty.”

An individual’s or organization’s ethics come down to the standards we follow in our relationships with others.

Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-4

Two classical approaches to Two classical approaches to ethicsethicsUtilitarianism: considering the

greater good rather than individual desires.

The Golden Mean of Moral Virtue: seeking the middle-ground between two extreme points of view.

Judeo-Christian Ethic: loving your neighbor as you would love yourself.

Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-5

Ethics in business: an Ethics in business: an oxymoron? oxymoron? In the wake of corporate meltdowns,

scandals and CEO resignations, confidence in business has plummeted.

American business is under heavier scrutiny than ever before.

To reverse negative public opinion, many companies have attempted to become more transparent in their activities.

Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-6

Corporate codes of Corporate codes of conduct conduct These are formal

statements of the values and business practices of a corporation.

They have been developed to: ◦ Increase public

confidence◦ Stem the tide of

regulation◦ Improve internal

operations◦ Respond to

transgressionsCopyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-7

Corporate social Corporate social responsibilityresponsibility

All social institutions are responsible for the behavior of their members.

Members can be held accountable for misdeeds.

Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-8

Ethics in public relations Ethics in public relations Ethics should be the great

differentiator between public relations and other professions.

Public relations practitioners must emulate the highest standards of personal and professional ethics.

Public relations practitioners must always counsel their organizations and clients in an ethical direction.

Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-9

PUBLIC RELATIONS PUBLIC RELATIONS AND ETHICSAND ETHICSThe PRSA Code of Ethics specifies six core values:

Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

6-10

Find out more for Find out more for yourself…yourself…Public Relations Society of

America (PRSA):www.prsa.org/AboutPRSA/Ethics/

International Association of Business Communicators (IABC): www.iabc.com/about/code.htm

Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

6-11

Bridging the connection Bridging the connection between ethics and the law between ethics and the law Ethics tell us what we should do, while

the law tells what we must do.Lawyers correctly advise clients on

what they must legally do to defend themselves in the court of law.

Public relations advisers counsel clients on what they should do to defend themselves in the court of public opinion.

Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

6-12

Public Relations and the First Public Relations and the First AmendmentAmendmentDefending the First Amendment

is a front-line responsibility for public relations

Freedom of the Internet is trickyFirst Amendment and spam—

what does it mean for unsolicited PR pitches?

Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

6-13

Areas of legal concern for PR Areas of legal concern for PR practitioners:practitioners:Defamation law

Insider trading

Disclosure law

Ethics law

Copyright law and fair use

Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

6-14

Ethics & The LawEthics & The Law

Let’s Play: Test Your Workplace Ethics!

Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

6-15