Chapter 5- Trust and Ethics in Public Relations
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Transcript of Chapter 5- Trust and Ethics in Public Relations
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Ethics in PR
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Whats the key to selling acar? Or anything else?
PRSA Board of Ethics and Professional Standards, 2011
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See if you can fill in the blanks based on hints in the following slides.
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James Earl JonesNo. 1 on this attribute
Tom HanksNo. 2
Michael J. FoxNo. 3
Morgan FreemanNo. 4
Forbes e-Poll 2010
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Others in the Top Ten on this attribute
Sally Field
Ron Howard
Will Smith
Bill Cosby
Denzel Washington
Mike Rowe
Forbes e-Poll 2010
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__ R __ __ __
Need a hint?
Lets reveal one letter at a
time
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__ R __ S __
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__ R U S __
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TRUSTIts critical to success in public relations.
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What does it say about us that some
celebrities are trusted so much and
business, government and other institutions
so little?
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There is a pervading crisis of confidence and trust
in the global corporate culture. Trust has been
ruptured between many organizations and their
constituencies.
Yet trust is at the basis of every relationship. The
loss of trust leads to the loss of reputation and,
ultimately, to the loss of business.
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Trusted? Top 10?
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13/49Trusted?
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Trusted?
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Trusted?
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#2 Most Trusted Brand in America
Millward Brown research, 2010
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Top 10 Most Trusted Brands
Amazon.com
FedEx
Downy
Huggies
Tide
Tylenol
Toyota (changing?)
WebMd
Pampers
UPS
Milward Brown research, 2010
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Is trust important to business?
Trust is something business cant do without...It isnt some
fuzzy nice-to-have; its the lubricant without which thebusinesses are as frozen as a rusted motor.
If there is debt or credit, there has to be trust.
Business columnist Simon Caulkin, The Guardian
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Who is trusted among TV News Networks?
Public Policy Poll, 2010
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Can Experts Be Trusted?
2010 Edelman Trust Barometer
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2010 Edelman Trust Barometer
Can sources be trusted?
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What professions are most trusted?
Will you define your profession?
Or will it define you?
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#1 Profession for Honesty and Ethical Standards
Nurses
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Best (and worst) Professionsfor Honesty and Ethics
Nurses
Pharmacists
Police
Engineers
Dentists
College Teachers
Clergy
Chiropractors
Psychiatrists
Journalists
Bankers
Governors
Lawyers
Business Execs
Advertising practitioners
Senators
Insurance Sales
Stockbrokers
Members of Congress
Health Insurance Managers
Gallup Poll, Nov. 2009
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Do we trust government?
Only 17% of Americans trust the government to do
the right thing most or all of the time.
52% of Americans agreed with the statement that
quite a few government officials are crooked.
WhereasOnly 10% urban Indians trust their government!!!
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Do we even trust what we eat?
Less than 20% of consumers trust food companies
to develop and sell food products that are safe andhealthy for themselves and their families. 60% are
concerned about the safety of food they purchase.
IBM Research
June 24, 2009
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CAN I TRUST YOU?Thats what defines reputation.
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What Affects Corporate Reputation?
2010 Edelman Trust Barometer*Ranked #1 in 2006
**Ranked #3 in 2006
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DO YOU AGREE OR DISAGREE WITH THIS STATEMENT?
Trust is the most important consideration I make, even more than
political viewpoint, when I consider who to vote for, and moreimportant than price and quality when I consider who I do business
with, or who I invest with.
Researchers asked:
Edelman Trust Barometer, 2007
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DO YOU AGREE OR DISAGREE WITH THIS STATEMENT?
Trustis the most important consideration I make, even more thanpolitical viewpoint, when I consider who to vote for, and more
important than price and quality when I consider who I do businesswith, or who I invest with.
85% Agreed
66% Agreed StronglyOnly 10% Disagreed
Edelman Trust Barometer, 2007
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Ethical behavior
is the right thing to do.Its also the foundation of long-term
business success and profitability.
How to earn trust
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Code of Ethics
The Public Relations Society of America
A standard for ethical behavior and trust building
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Basic Code Principles
FairnessDeal fairly with clients, employers, competitors, peers, vendors,
the media, and the general public. Respect all opinions and
support the right of free expression.
Build trust with the public by revealing all information needed for
responsible decision making.
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Basic Code Principles
ExpertiseAdvance your profession through your continued professional
development, research, and education.Build mutual understanding, credibility and relationships among
a wide array of institutions and audiences.
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Basic Code Principles
AdvocacyServe the public interest by acting as responsible advocates for
those you represent. Provide a voice for the organization throughideas, facts and viewpoints to aid informed public debate.
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Basic Code Principles
IndependenceProvide objective counsel to those you represent.
Avoid real, potential or perceived conflicts of interest. You will
build the trust of clients, employers and the public.
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Professional Standards Advisories(Code Additions & Updates)
Plagiarism
Falsely representing anothers ideas or words as
your own
Different than copyright infringement
All too frequent today with Internet availability
Must give proper credit to creator
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Professional Standards Advisories(Code Additions & Updates)
Looking the Other Way
Failing to sound alarm for ethical dilemmas
Some professions dont tell by custom
Too much See no evil, hear no evil, speak no
evil
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Professional Standards Advisories(Code Additions & Updates)
Expropriation of Intellectual Property of Others
Stealing ideas from business presentations
Must have an upfront understanding and
presentation must be presented with a copyright
indicated
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Professional Standards Advisories(Code Additions & Updates)
Use of Video News Releases as a Public Relations Tool
News stories, B-roll and clips on video are VNRs
Producers of VNRs must indicate their origin
TV stations must indicate the origin of a VNR
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Professional Standards Advisories(Code Additions & Updates)
Financial Information
Exercising independent professional judgement
Keeping track of company affairs and all investor
laws and regulations
Ensuring full and fair disclosure.
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Professional Standards Advisories(Code Additions & Updates)
Internet Public Relations
Disclose any affiliations in chat room postings
Offer opportunities for dialogue and interaction with
experts
Reveal the background of experts, disclosing any
potential conflicts of interest
Practice principled leadership in the digital world,
adhering to the highest standards
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Professional Standards Advisories(Code Additions & Updates)
Corporate Practice
Truth and accuracy in communications
How to handle confidential information
What gifts are acceptable and not acceptable
Fair dealings with suppliers and vendors
Safeguarding of client proprietary information
Abuse of inside information
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The Page Principles(The Arthur W. Page Society includes PR leaders from Americas leading corporations)
Tell the truth.
Prove it with action.
Listen to the customer.
Manage for tomorrow.
Conduct public relations as if the whole company depends on it.
Realize a companys true character is expressed by its people.
Remain calm, patient and good-humored.
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How does trust pay out?
Efficiency. Business transactions take longer and cost more whentrust is absent.
Improved employee performance.One study showed trust in senior
management improved profitability 13%.
Customer retention.Trust in salespeople has a significant impact oncustomer retention.
Vendor Selection.A survey of purchasing managers shows trust is atop criteria for selecting vendors.
Innovation. Product innovation increases when there is trust betweenbusiness units.
Arthur W. Page Special Report, 2009
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TrustIf you build it, they will come.
(Dominos Sales up Dramatically)