MKTG 123 - Midterm chs 1, 3, 4, 6, 7, 8

Ethics (according to Josephson Institute)

Standards of conduct that indicate how one should behave based on moral duties and virtues

Applied ethics

suggests a commonly accepted sense of professional conduct that is translated into formal codes of ethics

Formal codes of conduct

1. increase public confidence
2. stem the tide of regulation
3. improve internal operations
4. respond to transgressions

Social responsibility categories

1. product lines
2. marketing practices
3. corporate philanthropy
4. external relations
5. employment diversity in retaining and promoting minorities and women
6. employee safety and health

Ethics in Journalism

1. the news media should not communicate unofficial charges affecting reputation or moral character without giving the accused a chance to reply
2. the news media must guard against invading a persons right to privacy
3. the media should not pander to morbid curiosity about details of vice and crime

attorney/adversary model

compares legal profession to that of PR in that...
1. both are advocates in an adversarial climate
2. both assume counterbalancing messages will be provided by adversaries.

Two way communication mode

based on collaboration, working jointly with different people, and allowing for listening and give-and-take.

practitioner balances their role as a client advocate w one as a social conscience for the larger public

enlightened self-interest model

based on the principle that businesses do well by doing good. Companies gain a competitive edge and are more respected in the marketplace if they behave ethically.

responsible advocacy model

based on the idea of professional responsibility. practitioners first loyalty is to their clients, but they also have the responsibility to voice the opinions of organizational stakeholders.

Suggests that the practitioners greatest need for ethical guidance is in the reconciliation of being a professional advocate ad a social conscience.

6 core values for PRSA

1. Advocacy
2. honesty
3. expertise
4. independence
5. loyalty
6. fairness

Defamation

Umbrella term used to describe libel and slander

Libel

printed falsehood

slander

oral falsehood

For defamation to be proven, the plaintiff must convince the court:

1. the falsehood was communicated through print, broadcast, or other electronic means
2. the person who is the subject of the falsehood was identified or easily identifiable
3. the identified person has suffered injury, in the form of monetary losses, repetitional loss, or mental suffering

Insider trading law

- Every company has an obligation to deal frankly, comprehensively, and immediately with any information that is considered material
- company is expected to release news that may affect its stock market price within 24 hours.
- no dissemination of false or misleading information to investors
- prohibits insider trading of securities not he basis of material information not disclosed to the public

Regulation FD

requires companies to widely disseminate any material announcement. This includes disseminating corporate announcements via social media

Copyright law

- provides basic, automatic protection for writers.
- gives the owners of the copyright the exclusive right to reproduce and authorize others to reproduce the work, prepare derivative works, and perform/display the work publicly.

work that is subject to copyright

- literary works
- songs
- plays
- dance performances
- art
- motion pictures & audiovisuals
- sound recordings
- architectural work

Keys to litigation visibility

1. learn the process
2. develop a message strategy
3. settle fast
4. anticipate high-profile variables
5. keep the focus positive
6. try settling again
7. fight nicely

utilitarianism

the greatest good for the greatest number

deontology

do what is right, though the world should perish

General ethics definition

the values that guide a person, organization, or society - concepts such as right and wrong, fairness and unfairness, honesty and dishonesty.

Corporate social responsibility

how companies manage the business processes to produce and overall positive impact on society.

Any social institution is responsible for the behavior of its members and may be held accountable for their misdeeds

Journalist code of ethics

1. seek truth and report it
2. minimize harm
3. act independently
4. be accountable and transparent

PRSA's definition of Public Relations

a strategic communication process that builds mutually beneficial relationships between organizations and their publics

John Marston's RACE Approach

R - research
A - Action
C - communication
E - evaluation

Research

research attitudes about the issue at hand

Action

identify action of the client in the public interest

*key to the whole process! you cannot have effective communication or positive publicity without proper action.

Communication

communicate that action to gain understanding, acceptance, and support

Evaluation

Evaluate the communication to see if opinion has been influenced

ROSIE Approach

R - reserach
O - objectives
S - strategies
I - Implementation
E - Evaluation

Objectives

setting clear objectives

Strategies

working from set strategies

Implementation

implementing predetermined plan

RPIE Approach

R - reserach
P - Planning
I - Implementation
E - Evaluation

Planning

necessary steps to precede the activation of communication initiative

Sharpe's 5 principles to the PR process

1. honest communication for credbility
2. openness and consistency of actions for confidence
3. fairness of actions for reciprocity and goodwill
4. continuous 2 way communication to prevent alienation and to build relationships
5. environmental research & evaluation to determine actions needed for social harmony

Publics categories

1. internal/external
2. primary, secondary, marginal
3. traditional & future
4. proponents, opponents, and uncommitted

Internal & external

- Internal publics are inside the organization (clerks, supervisors, managers, etc)
- external publics are not directly connected w organization (press, government, educators, customers, etc)

Primary, secondary, marginal

- primary publics can help or hinder organization efforts
- secondary publics are less important to organization
- marginal publics least important to organization efforts

Traditional & future

traditional publics are employees and current customers

Proponents, opponents, & the uncommitted

- proponents are those who are for the institution
- opponents are those against the institution
- the uncommitted are those who are neutral, often the most crucial group

Functions associated w modern PR work

- writing
- media relations
- social media interface
- planning
- counseling
- marketing communications
- community relations
- consumer relations
- employee relations
- gov. affairs
- investor relations
- special PR
- public affairs & issues
- crisis communications

Spin (mild form)

the distinctive interpretation of an issue or action to sway public opinion, as in putting a negative/positive slant on a story

spin (virulent form)

confusing an issue or distorting it, or even lying. This is unethical.

7 Characteristics of a successful PR career

1. diversity of experience
2. performance
3. communication skills
4. relationship building
5. proactivity and passion
6. teamliness
7. intangibles (personality, likability)

6 important skills as a PR specialist

1. knowledge of the field
2. communication knowledge
3. technological knowledge
4. current event knowledge
5. business knowledge
6. management knowledge

6 requisites for a PR practitioners attitude

1. pro communications
2. advocacy
3. counseling orienation
4. ethics
5. willingness to take risks
6. positive outlook

Goals of Communication

1. to inform
2. to persuade
3. to motivate
4. to build mutual understanding

Two step flow theory

an organization would beam a message first to the mass media, which would then deliver that message to the great mass of readers, listeners, and viewers for their response.

Concentric-circle theory

- ideas evolve gradually to the public at large, moving in concentric circles from great thinkers to great disciples to great disseminates to lesser seminars to the politically active t the politically inert.
- people pick ip and accept ideas from leaders, whose impact on public opinion may be greater than that of mass media

5 steps to stimulate behavioral change

1. building awareness
2. developing a latent readiness
3. triggering event
4. intermediate behavior
5. behavioral change

SEMDR Communication process

S - source
E - encoding
M - message
D - decoding
R - receiver

Confirmation Bias

people seek out messages that agree with their own attitudes, and they avoid messages that disagree with their attitudes.

ex: liberals watching msnbc and republicans watching Fox News

Spiral of Silence

communications that work well depend on the silence and nonparticipation of a huge majority, called "the silent majority".

Constructivism

- knowledge is constructed, not transmitted.
- is concerned with the cognitive process that precedes the actual communication win a given situation

Coordinated management of meaning

when we communicate, we construct our own social realities of what is going on and what kind of action is appropriate.

Grunig-Hunt PR model

There are 4 models that define PR Comms:

1. press agentry/publicity
2. public information
3. 2 way asymmetric
4. 2 way symmetric

Press agentry/Publicity

- early form of communication
- one way communication that beams messages from a. source to a receiver with the express intention of winning favorable media attention

Public information

- early form of one way communication
- not to persuade, but to inform

2 way asymmetric

allows organizations to put out information and receive feedback from its public about that information

2 way symmetric

advocates free and equal information flow between an organization and its publics, based on mutual understanding.

attitudes are based on these characteristics:

- personal
- cultural
- educational
- familial
- religious
- social class
- minority status

3 Popular explanations for what constitutes a message

1. the content is the message
2. the medium Is the message
3. the person is the message

The content is the message

The content of the message constitutes what the message is

The medium is the message

The medium through which the message was carried is more important than the content of the message

The person is the message

The speaker of the message is what is the message

A message may trigger these effects

1. change of attitude
2. crystallize attitudes
3. create a wedge of doubt
4. may do nothing

Opinion

the expression of an attitude on a particular topic. when attitudes become strong enough, they become opinions

Attitudes are based on these characteristics

- personal
- cultural
- educational
- familial
- religious
- social class
- minority status

Cognitive dissonance

individuals tend to avoid information that is dissonant or opposed to their own povs and seek out info to support their own attitude

social judgment theory

people may have a range of opinions on a certain subject, anchored by a clear attitude.

Maslows hierarchy of needs

1. physiological needs
2. safety needs
3. love needs
4. esteem
5. self-actualization

Elaboration likelihood model

there are two ways that people are persuaded:

1. when we are interested and focused enough on a message to take a direct "central route"
2. when we are not particularly engaged on a message and need to take a more "peripheral" route

Classic persuasion theory

People may be of two minds in order to be persuaded to believe in a particular position or take a specific action

systematic mode

a person who has carefully considered an argument - actively, creatively, and alertly

heuristic mode

a person who is skimming the surface and not really focusing on the intricacies of a particular position to catch flaws, inconsistencies, or errors

Kinds of evidence that persuade

- facts
- emotions
- personalizing
- appealing to you

Laws of public opinion

1. opinion if highly sensitive to important events
2. opinion is determined more than events by words
3. at critical times, people are more sensitive to the adequacy of their leadership
4. once self-interest is involved, opinions are slow to change
5. people are able to form opinions more easily on goals than on methods to reach those goals
6. if people in a democracy are provided w educational opportunities and ready to access info, public opinion reveals a hardheaded common sense

Research is conducted to do 3 things

1. describe a process, situation, or phenomenon
2. explain why something is happening, what its causes are, and what effect it'll have
3. predict what probably will happen if we do or don't take action

strategic research

used in program development to determine program objectives, develop message strategies, or establish benchmarks. examines tools and techniques of PR

Evaluative research

conducted to determine whether a PR program has accomplished its goals and objectives

theoretical research

helps build theories in PR work about why people communicate, how public opinion is formed, and how a public is created

secondary research

examining research from someone else's primary research.