Values in action.
Govern what we are willing to do and what we are unwilling to do; offer guidelines for values-driven PR.
Emerge as organizations build relationships with publics in other nations.
Codes from religions and communities.
PR has no central, binding code; practitioners voluntarily join organizations with binding codes; doctors and lawyers have this.
Organizations have written codes employees follow.
Individual ethical codes.
Objectivity or Advocacy
Debate for PR practitioners.
Deal with issue of selective truth.
Difficult situations in which important values clash and every potential situation will cause pain.
Can cloud judgment; we have an ethical responsibility to control quality of our work.
What is legal isn't always ethical and vice versa.
Belief that no set of ethics is superior to any other.
Belief that your system of ethics has no flexibility and overrules every other system.
Short term problems solved at too high a cost; lead to long-term problems.
Emerging threat to ethics. Temporary organizations formed by smaller units to fulfill a specific job.
Higher Financial Success
Ethical organizations have...
Logical outcome of ethical behavior
Corporate Social Responsibility
Way to build trust over time; positive force for change; organizations that practice this are good corporate citizens.
Fully Functioning Theory
Through PR organizations should address social needs by using 2-way communication to build consensus and discover shared goals.
Ethical behavior starts with...
Establish periodic ethical audits, integrate values in 4-step process, develop a Potter Box
Helps analyze individual ethics crises.
Define the situation objectively; state different values involved in the situation and compare merits of other values; consider traditional ethical principles; identify all stakeholders; select action that embraces most compelling values, principles, and loyalties; evaluate impact of decisions.