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Ethics Test 4

Terms in this set (92)

o Disclosure of Information: Information sponsors should fully disclose paid placements to support informed opinions and rational decision making.
o Free Flow of Information: We must maintain the integrity of our relationships with stakeholders, including the media, by ensuring stakeholders can readily discern between sponsored content, news reporting, and editorial content.
o Competition: When information sponsors are transparent, we foster healthy and fair competition for a share of voice in the evolving media environment.
o Conflicts of Interest: By clearly identifying native advertising and sponsored content, we can prevent and minimize conflicts of interest between clients/companies and the media covering them.
o Enhancing the Profession: Public relations professionals build respect and credibility with the public when we disclose the sponsors of content and native advertising.
o Honesty: We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.
o Advocacy: We serve the public interest by acting as responsible advocates for our clients/companies. We best support the marketplace of ideas, facts, and viewpoints and aid informed public debate and stakeholder decision making when information sponsors are fully disclosed and transparent.
o Fairness: We support free expression and deal fairly with our clients, competitors, peers, the media, and the general public when we fully disclose sponsors of content and ensure transparency in native advertising.
o Full disclosure: Public relations professionals must work to ensure that the sponsorship of news (traditional and online), blog posts, and other social media platforms for advertising is fully disclosed within the context of the content and made consistently clear to readers/viewers/users.
o Disclosure strategy: Such disclosures should be clear and appropriate to the medium. Sponsored content and native advertising should be clearly discernible from editorial content and must not attempt to deceive the reader into believing that the content comes from an independent point of view.
o Clear disclosure throughout a paid placement facilitates transparency and is strongly recommended. Such disclosure may be accomplished by using contrasting fonts, bars, rules, and other graphic arts techniques, as well as traditional disclaimers, to ensure paid content is clearly differentiated.
o In social media, sponsored content should be made transparent within the requirements of the platform. For example, on Twitter, if a media outlet is promoting a series sponsored by brand, the tweet should disclose the sponsorship (e.g., "Top Ten Summer Travel Tips"- sponsored by @ACUtravel).
o Public relations professionals can take advantage of the opportunity to promote their client and support media partners through sponsored content advertising while preserving, protecting, and enhancing the media partners' objectivity and credibility. By clearly and readily disclosing sponsorship to the audience/consumer public relations professionals provide a beneficial service for both their clients and the resources being used.