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Chapter 3: Ethics
Transcript of Chapter 3: Ethics
the great universal models of ethics Theories of Ethical Action Ethics & P.R. Writing 4 broad ethical issues Acceptance vs. change Common Strategies for Crisis Management Ignore Deny Scapegoating Rationalize Accept responsibility TARES Test Truthfulness Authenticity Respect Equity Social Responsibility Are hardly ever black and white, making it questionable to determine. Ethics are the standards of behavior. Ethical Standards & Principles Ethical standards help public relations writers resolve dilemmas.
Ethical principles are shaped at different levels:
Society or culture
Public relations discipline
Personal Aristotle’s “golden mean” Mill’s principle of utility The Judeo-Christian ethic Kant’s categorical imperative The Situational Approach Ethical strategies vary on the situation: Importance Publics affected Purpose of communication Resources available to deal with the issue Situational Model Situational Ethics Systems Notion Postmodernist Notion Organizational Ethics as
Reputation Management Reputations - outgrowth of a company's identity. Direct reflection of its ethical principals Company must build its reputation from inside out Ethics will form the basis of its long-term relationships. Public relations focus on close contact with stakeholders Reputation Management cont. The aim is to convert stakeholders into advocates, can measure success by their supportive behaviors Organizational ethics are represented in advertising Companies point fingers at competitors' weaknesses, with faint praise. Organizations must decide if these messages are ethical themselves. Personal Ethics Most familiar to us Understand own ethics: easier to identify with organizations Help you understand ethical issues you may face; clarify position on P.R. ethics. Technically correct vs. 100% truthful PRSA Code of Ethics Truth and accuracy Full vs. partial disclosure of information Initiating disclosure vs. responding to demands for information Reconciling organizational vs. other interests There are four elements which create order that favor ethical behavior within an organization Organizational Ethics 2004 Business Roundtable Institute for Corporate Ethics was established (U.V) The institute(s) mission Mission – PR writers play a vital role in the evolution/ adoption Organizational Ethics cont. Values – an organization should have a sense of security for all employees Vision – Covering every aspect of the matter in a way where every individual is taken care of Johnson & Johnson Our Credo
Mission statement for the U.S. FDA (Food and Drug Administration ) Organizational ethics cont. Examples: C4 Communications Thank you!