PR 3310 Principles of Public Relations

1. PR 3310Principles of Public Relations Monday, 6/1/09

2. Class Objectives • Hand in Ex. 1 • Lecture • Ch. 3, Ethics and Professionalism • Introduce Ex. 2 and Ex. 3 • Homework assignment • Read chapter 4 in book

3. What’s in the news today? • NY Times article on hiring data analysts to crunch numbers on web sites • http://www.nytimes.com/2009/05/31/business/media/31ad.html?_r=1&ref=technology • If we look at it through a PR lens… • Using the data gathered on-line (cookies) to better understand the customer • Also can help advertisers save money in traditional media by testing different phrases or images online to see what works before producing an expensive television commercial or magazine ad. • Output/media type and location may not be known until time of purchasing

4. Definition of Ethics • A value system based on professional norms, religion, personal morals • PRSA code of ethics: http://www.prsa.org/aboutUs/ethics/preamble_en.html • I pledge: • To conduct myself professionally, with truth, accuracy, fairness, and responsibility to the public; To improve my individual competence and advance the knowledge and proficiency of the profession through continuing research and education; And to adhere to the articles of the Member Code of Ethics 2000 for the practice of public relations as adopted by the governing Assembly of the Public Relations Society of America. • I understand and accept that there is a consequence for misconduct, up to and including membership revocation. • And, I understand that those who have been or are sanctioned by a government agency or convicted in a court of law of an action that is in violation of this Code may be barred from membership or expelled from the Society.

5. What are the consequences of breaking pledge? • For PRSA members, the most they can do is cancel your membership • Only 10% of all PR professional belong, expelling does not eliminate • No legal authority/avoid penalty by resigning • Bigger punishment would be by peers and clients at large • PR firm’s reputation: loss of business

6. Ethics can and do change • Over time • E.g. slavery • Based on geographic location • City versus country • E.g. treatment of animals • International countries • E.g. use of bioengineered foods • Based on culture • E.g. foods that emit radiation due to irradiation • Based on religion • E.g. medical procedures in Scientology

7. Who do you need to pay attention to when making an ethical decision? • 1. Yourself and your own values. Ask yourself, "Can I sacrifice my own personal values for the client, for my employer, for my profession, or for society?" • 2. Decide if you are doing work for the client/ organization. Ask yourself, "Knowing what I know, can I represent the client, and do what has to be done?" • 3. Your employer. Ask yourself, "Is the work I'm being asked to do harmful to my employer?" • 4. As a PR professional, you are obligated to support your colleagues and uphold the standards of the profession. Ask yourself, "Is what I'm about to do professional? Is it what my role models or peers would do?" • 5. Serve the public interest/society. Ask yourself, "Will my decision benefit society?”

8. Other ways to manage ethics in PR • Make PR professionals obtain a license • Licensing governed by state or organizations • Push for accreditation of programs • Accreditation is voluntary

9. Question: Should PR be licensed? Yes: It would define the practice Establish uniform curricula Set ethical/professional standards Desertification of violators Protect consumers Protect qualified practitioners

10. Question: Should PR be licensed? No First Amendment (freedom of speech) violations Too difficult to define Too much emphasis on education Expensive Legal problems Who creates and upholds licensing process?

11. What about accreditation? • Good in that, again, it maintains a certain level (or perceived level) for the profession • Many academic programs are accredited on a departmental level/college level • Bad in that it can be restrictive • Case in point, the mass comm degree • Bad in that it is often expensive

12. Should we criticize/critique each other? • Yes • It provides feedback • Raises standards • Improves performance • No • It could be unjustified • Could result in legal problems • It could cause a defamation of character (affecting in worsening the firm’s reputation)

13. Ethics/ Commendable Practices Honesty Sense of Ethics Based on Personal Standards Respect Opponents Emphasize Substance Present All Sides Strive for Balance Between Loyalty and Duty Long-Term Vs. Short-Term

14. Some Goals of Ethics • Education, Not Enforcement • A code of ethics is hard to enforce but sets standards of performance • Not using Front Organizations • Disguises or obscures the true identity of those involved • At a corporation • Have ethics training and codes of conduct • Civility in the classroom at TT, http://www.depts.ttu.edu/studentaffairs/publications/civility2002.pdf • Top management should lead by example

15. Are these PR tactics ethical? • Gifts • Drug companies can no longer give “free” pens to doctors • Parties • Think about Northern Trust (a bank) throwing a party after they were given a federal bailout • http://www.tmz.com/2009/02/24/northern-trust-bank-bailout/Junkets • Favors • Trips/ travel junkets • Car execs traveling to D.C. first in their corporate jets; 2nd time in hybrid cars • http://www.nytimes.com/2008/12/03/business/03jets.html

16. PR and ethics is dynamic • PR professionals are often the conscience of a company • PR is a 2 way street • Represent the organization to the public • Present the public back to the organization. PR professionals help their clients understand how the public perceives their actions.

17. Deontology • An ethical system that is duty-based and relies on moral obligation. • All actions are inherently right or wrong. • This system depends on the inner-based, self-discipline of each individual public relations practitioner, and because we are all human, and of different environmental backgrounds, it changes from person to person, depending on their own cultural and traditional biases.

18. Teleology • This system is outcome-based. • The ends justify the means. • While this system has had its detractors, there is considerable historical precedence (e.g. the spread of Christianity, the Boston Tea Party)

19. Video: Toxic Sludge is Good for You • NOTE: This is just one viewpoint (and a rather negative one) of Public Relations • Chapters 5 (third party advocacy), 6 (selling wars), 8 (genetically modified food) • Extras Title 2 (more on vnr), 3 (genetically modified food)