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24 terms

PR 6

STUDY
PLAY
Ethics
Values in action.
Ethics Codes
Govern what we are willing to do and what we are unwilling to do; offer guidelines for values-driven PR.
International Code
Emerge as organizations build relationships with publics in other nations.
Societal Code
Codes from religions and communities.
Professional Code
PR has no central, binding code; practitioners voluntarily join organizations with binding codes; doctors and lawyers have this.
Organizational Code
Organizations have written codes employees follow.
Personal Code
Individual ethical codes.
Objectivity or Advocacy
Debate for PR practitioners.
Advocates
Deal with issue of selective truth.
Dilemmas
Difficult situations in which important values clash and every potential situation will cause pain.
Overwork
Can cloud judgment; we have an ethical responsibility to control quality of our work.
Legal/Ethical Confusion
What is legal isn't always ethical and vice versa.
Cultural Relativism
Belief that no set of ethics is superior to any other.
Cultural Imperialism
Belief that your system of ethics has no flexibility and overrules every other system.
Short-term Thinking
Short term problems solved at too high a cost; lead to long-term problems.
Virtual Organizations
Emerging threat to ethics. Temporary organizations formed by smaller units to fulfill a specific job.
Higher Financial Success
Ethical organizations have...
Trust
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.
Top Management
Ethical behavior starts with...
Strengthen Ethics
Establish periodic ethical audits, integrate values in 4-step process, develop a Potter Box
Potter Box
Helps analyze individual ethics crises.
Potter Box
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.