Exam 1 - PR Ethics

Ethics

The study of how we should behave based on moral duties and virtues rising from principles of right and wrong

PRCA

Public Relations & Communication Association

10 ethical concerns highlighted by The PRCA Ethics Council

• Paid influence

• “Infodemic”

• AI

• Misinformation in campaigns

• Who to work for

• Taking a stance

• Defending the truth

• Reclaiming humanity

• Understanding different markets

• Mental health & company culture

PR professionals must consider

1. Interests of their employer

2. Public Interest

3. Personal Values

4. Professional Organization Code of Ethics

Values vs Ethics

Values are central beliefs on how to behave (be honest, kind, etc.) while ethics is conduct based on values and right vs. wrong

Kant’s Absolutist Philosophy

• Morality exists universally

• Every decision is either right or wrong

• The ends cant justify the means

Aristotle’s Existential Approach

• People make choices based on their experiences, beliefs, and perspectives

• Every choice meaningful regardless of objective truth

• Doesn’t cross your threshold of discomfort

Mill’s Utilitarian Approach

• Every decision made based on least harm & most benefit

• Ends can justify the means IF it benefits people

• The best moral action maximizes utility

Golden Rule

Treat others as you want to be treated

The Best Normal Action

Initial Intention + Consequences = Balance

PRSA - Statement of Professional Values (6)

• Advocacy

• Honesty

• Expertise

• Independence

• Loyalty

• Fairness

PRSA Code of Conduct/Ethics (6)

• Free flow of information

• (Healthy and Fair) Competition

• Disclosure of (Truthful) Information

• Safeguarding Confidences (Protecting confidential information)

• Conflicts of Interest