NM2219 Ethics in PR

Ethics and Public Relations

Fran Nathan NM2219

Feb 4 2008

1Tuesday, February 2, 2010

Today’s objectives

• To define ethics

• To understand the importance of ethics in PR practice.

• To apply ethical decision-making.


Today’s focus

• Ethics: Definition & theories

• Applied ethics (in PR): Why is it important?

- Professionalism: duty, social responsibility - Ethical codes

• Ethical Decisions


Understanding Ethics

• From Greek = habits

• Ethics = habits: individuals/ groups of individuals

• Behaviours repeated over time habits

• Codes are formed


Define ethics

• “Liberal arts discipline that appraises voluntary human conduct insofar as it can be judged right or wrong in reference to determinative principles”

• the system or code of morals of a particular person, religion, group, profession, etc.

• the study of standards of conduct and moral judgment; moral philosophy

• In modern society, ethics define how individuals, professionals, and corporations choose to interact with one another.


Ethics vs law

• Ethical ≠ Legal

• Ethics is middle ground between tight enforcement and unlimited freedom.

• Penalties - conscience and social disapproval


Ethical dilemmas

How is an ethical dilemma different from a problem?

• Dilemmas: Difficult situations with no obvious, clear-cut answer. Could have two or more competing solutions.

• Quandary in which important values clash and potential solutions will cause pain.

• Lacks a good, painless solution


The Heinz dilemmaMr. Heinz is ordinarily a law-abiding man. One day, his wife becomes gravely ill. Heinz takes her to the doctor, who prescribes a drug for her. She does quite well on this medicine and begins to recover.

However, Heinz has no insurance and runs out of money quickly paying for this expensive new drug. After a few months, he can no longer buy the medicine and his wife takes a turn for the worse.

One day, he is in the pharmacy and notices that no one is behind the counter. The medicine is in plain view…

Q: Should he steal the medicine to help his sick wife? 8Tuesday, February 2, 2010

Motive vs consequence

An important indicator of moral development is the recognition that motive, not consequence, is a critical determinant of an act’s ethicality

• Teleology: Assess outcome of act

• Deontology: Focus on duty (doing the ‘right’ thing)


Quick question & poll

• NUS SMS poll:

• Phone number: 9002 8065 (add this number as a contact, e.g., “NUS SMS” )

• To respond to a poll question, type: NUS <code> <your answer>

• Example: NUS cnm2219a 2

• IMPORTANT: please note the two spaces in the above response


Professionalism

Page 149-152

• Professional Ethics

• Imperative of Trust*

• Professional privilege

• Social Responsibility*


Professional-client relations


Additional notes

• The next 10 slides are for your own reading and thinking

• Key summary points: Professionalism, Ethical codes and why is ethics important in PR?


Indicators of professionalism

See pages 144-159

1. Specialized education

2. Research & theory-based knowledge

3. Accountability

4. Public recognition

5. Codes of ethics & standards of performance


Codes of ethics• Formal, written guides to professional conduct that

provides a framework for understanding the obligations of people working within a profession, organization, or dept.

• Spells out behaviors that are encouraged or discouraged

• Is it merely cosmetic? Can you enforce the code?

• Legality vs. ethicality?

• Does it help to develop more moral/ethical professionals?


Codes of Ethics for PR• International codes (see next slide)

• Professional codes: Rules governing the conduct of the members of a profession.

• Organisational codes: Written code of ethics. How employees should behave when performing their jobs.

• Personal codes/societal codes - could be personal, spiritual or religious codes


International codes• Universal PR Code of Athens: Passed during the IPRA

General Assembly (in Athens)1965. Modified1968.

• Global Alliance for Public Relations and Communication Management (also see pg 138-144)

• Five key values:

• Advocacy

• Honesty

• Integrity

• Expertise

• Loyalty


Codes of Ethics for PR• Professional organisations with ethical codes:

• Institute of Public Relations Singapore* 1970

• International Association of Business Communicators 1970

• International Public Relations Association (IPRA)1955

• Public Relations Society of America 1948

• Canadian Public Relations Society 1948

• Institute of Public Relations UK 1948


Uses of Codes1. First line of defense against unethical actions

2. Articulation of group values

3. Reference point & sounding board to test options

4. Moral development within the profession

5. Educate new people who join the profession

6. Narrow the problematic areas

7. Force reflection/discussion about values & roles

8. Minimize need for governmental regulations

9. Cite code as justification for saying “no”

10. Establish expectations of professional character19Tuesday, February 2, 2010

Codes of ethics for PR

Weaknesses:

- Cosmetic: Enforcement infrequent & uneven.- Many PR practitioners are not members of organisations with ethics codes.- No reward for adherence.

NB: Practitioners are ethical because they want to be, not because they have to be.


Importance of Ethics in PR

Economic perspective:

• Ethical nature of an action influences public perception.

• This strengthens the organisation’s brand

• Public perception influences:

• Revenues & profitability.• The very existence of the organisation


Importance of Ethics in PR

• Human/ Professional perspective:

• Credibility - Respectability & professionalism of PR also increases.

• Effectiveness & efficiency of PR efforts

• Helps to attract, motivate & retain employees


Challenges to ethical behaviour

• Lack of competence/Overwork

• Conflict of interest

• Confusion about what is ethical vs what is legal

• Ignorance of cross-cultural ethics

• Short-term thinking


Ethics and PR Models

Which PR model is the most ethical?

1. Press agentry/Publicity

2. Public information

3. Two-way asymmetric

4. Two-way symmetric


Making ethical decisions

Practitioners should make decisions

• In the public interest

• In the employer’s/client interest

• In accordance with code of ethics

• That satisfy their personal values


Models of ethical decision-making

• Knowledge & understanding of context

• Critical analysis & consideration of ethical alternatives

• Decision based on alternatives


What’s needed?

• A tool, or procedure to help evaluate the dilemma, resolve the conflict, and make a decision that leads to a responsible action.


Decision-making tools


Decision-making tools

1. Potter Box*: Definition, Values, Principles, Loyalties

2. SAD Formula: Situation Definition, Analysis, Decision

3. Bok’s 3-Step Model: Consult conscience, public, experts

4. TARES: Truth, Authenticity, Respect, Equity, Social Responsibility


Potter Box

Definition (situation) Values

Principles Loyalties


ValuesValues that are important to you and your profession:

• Truth - honesty, integrity, keeping your word

• Justice or Fairness

• Freedom/Privacy

• Tolerance/Respect for others

• Responsibility

• Respect for life31Tuesday, February 2, 2010

Key ethical principlesMain principles for applied ethics in PR:

• Aristotle’s Golden Mean - Moral virtue is the appropriate location bt. two extremes.

• Kant’s Categorical Imperative - Act on the maxim that you want as a universal law

• Mill’s Principle of Utility - Greatest happiness for greatest number.

• Golden Rule - Treat others as you would like to be treated.


Loyalties

Duty to:

• Self

• Clients/financial supporters

• Your organisation

• Your professional colleagues

• Society - general or various segments


Scenario•You are a PR executive for a non-profit organisation that provides information for Aids victims.

•There is a treatment that is dangerous but effective

•The treatment is illegal in your country - but legal in a neighbouring country.

•You have to decide whether to create ads to inform Aids victims of the option of this treatment in the neighbouring country.


Scenario: Drug info

Situation: Give info on illegal,

dangerous treatment that could save lives

Values: •Responsibility•Fairness•Freedom•Respect for life/others

Principles: •Kant•Golden Mean•Golden Rule

Loyalties:•Self•Clients•Org•Govt•Financial supporters


BREAK


Given scenario• As Raydon’s PR executive, you are asked to write promo material to sell Renew, a new headache pill. If successful, the drug will save the co. & 10,000 jobs (including yours!).

• Drug trials: 80% get faster relief; 20% become seriously ill.

• Boss: “Write a press release. Don’t write about the negative reactions. Just the good stuff. We’re counting on you!”

What should you do?


Thinking in the Box

Definition/situation Values

Principles Loyalties


Discussion


Thank You!


NM2219 Ethics in PR

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