The Ethical PR The Ethical PR ProfessionalProfessionalBarbara B. Nixon, Ph.D. (ABD)

In the News . . .In the News . . .Consider the ethics in this news

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OverviewOverview

◦What are ethics?

◦Ethics in individual practice

◦Ethical dealings with the news media

Copyright © Allyn and Bacon 2006

““Ethics” means . . .Ethics” means . . .

What Are Ethics?What Are Ethics?

Value System by which a person determines what is right or wrong

Copyright © Allyn and Bacon 2006

Three Ethical OrientationsThree Ethical Orientations◦Absolutist

Every decision is right or wrong

◦Existentialist Decision made on basis of immediate

practical choice

◦Situationalist What will cause the least harm or most

good

PR Professionals Make PR Professionals Make Ethical Decisions that Must Ethical Decisions that Must Satisfy . . .Satisfy . . .1. The public interest2. Their employer3. Their professional organization’s

code of ethics4. Their own personal values

Ethics in Individual Ethics in Individual PracticePracticeBe honest

Convey sense of business ethics

Respect integrity and position of opponents

Develop trust

Copyright © Allyn and Bacon 2006

Ethics in Individual Practice, Ethics in Individual Practice, cont’dcont’dPresent all sides of an issue

Balance loyalty

Don't sacrifice long-term objectives

Be prepared to sacrifice security for standards

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Ethical Dealings with the News Ethical Dealings with the News MediaMedia

Less than total honesty destroys credibility

Copyright © Allyn and Bacon 2006

Ethical Dealings with the News Ethical Dealings with the News MediaMediaAchieve trust by avoiding

◦Junkets◦Extravagant parties◦Expensive gifts◦Personal favors

Copyright © Allyn and Bacon 2006

Ethical Decision Making in PR Ethical Decision Making in PR is Like is Like