Test 2 review

PRSA Code of Ethics
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Terms in this set (27)
PRSA Code of Ethics
1. Advocacy
2. Honesty
3. Expertise
4. Independence
5. Loyalty
6. Fairness
T/F this is an example of misconduct for free flow of info: A member representing a ski manufacturer gives a pair of expensive racing skis to a sports magazine columnist, to influence the columnist to write favorable articles about the product.
true, this is not maintaining the integrity of relationships with media, government officials, or the public.
T/F this is an example of good conduct in competition: A member employed by a "client organization" shares helpful information with a counseling firm that is competing with others for the organization's business.
false, you're loyal to your client and the public
T/F this is an example of misconduct in disclosure of info: lying by omission and front groups
true, lying and front groups do not build trust with the public
T/F this is an example of good conduct in safeguarding consequences: A member changes jobs, takes confidential information, and uses that information in the new position to the detriment of the former employer.
false, the member is not protecting the rights of privacy to the client or organization
T/F this is misconduct in conflict of interest: The member represents a "competitor company" or a "conflicting interest" without informing a prospective client.
true. this is not avoiding real, potential or perceived conflicts of interest
T/F this is an example of good conduct in enhancing the profession: A PRSA member declares publicly that a product the client sells is safe, without disclosing evidence to the contrary.
false. this is not building respect and credibility with the public
PR as a profession
1. Professional associations
2. Specialized educational preparation to acquire unique knowledge and skills
3. A body of theory-based knowledge developed through research
4. Codes of ethics and standards of performance through a self-governing association of colleagues.
5. Autonomy in practice and acceptance of personal responsibility by practitioners
6. Recognition by the community of providing a unique and essential service
PR and copyright law
PR must:
-Check copyright dates for all works.
-Understand how copyright law applies based on the date and type of work.
-Make sure they do not infringe on an owner's copyright.
PR and trademark
these owners frequently remind journalists and public relations practitioners to use trademarks as adjectives, and to use capital letters.
PR and personal informationpictures and statements in written materials could defame someone or invade their privacy.PR and privacyAddresses interference with the right of the plaintiff to be let alone. It is divided into four different torts: -Intrusion, Public disclosure, False light, AppropriationClosed system-Have impermeable boundaries. -Cannot exchange matter, energy, or information with environments. -Do not adapt to external change and eventually disintegrate.closed system in PR-Message placements in the media are all-powerful. -Organizations do not need to change themselves to solve their public relations problems.Open system-Have permeable boundaries. -Exchange inputs and outputs with environments. -Recognize and respond to environmental changes.open system in PR-Become part of top management. -Can influence organizational ideology. -Fulfill a communication and counseling and management role. -Utilize a "two-way symmetric" communication approachCommunication Modelsender, message, medium or channel, receiver, context of relationship, social environmentsenderdecodes meaning to messagemessageImpacts the communication processmedium or channelthe venue through which the message travels. (Interpersonal, mass media, hybrids)receiverdecodes meaning from messagecontext of the relationshipThe situation, or link, within which communication occurs; verbal and nonverbal communication matters.4 basic dimensions of relationship context:1. Emotional arousal, composure & formality 2. Intimacy & similarity. 3. Immediacy or liking 4. dominance - submissionsocial environmentCommunication affects and is affected by the social setting (e.g., families, groups, organizations)public opnionthe social process of forming, expressing, and adjusting ideas that affect collective behavior in situations5 Dimensions of Public Opinion1. social support (communication model) 2.direction (public's feelings towards issues) 3.intensity (how strongly the public feels) 4.stability (the amount of time the opinion is held) 5.informational support (how much knowledge on the topic the public has)Agenda Setting Theory-theory that the mass media can set the public agenda by selecting certain news stories and excluding others, thus influencing what audiences think about - Distinguishing between what we think about (cognitive) and what we think (opinion)