Contemporary Issues in Advertising and Public Relations Practice – Key Vocabulary

Vocabulary flashcards covering major concepts, theories, legal terms, ethical principles, organisations and contemporary issues discussed in the lecture on advertising and public relations practice.

Public Relations (PR) Ethics

Moral principles that guide PR practitioners’ professional conduct, prescribing the ‘dos and don’ts’ when making decisions.

Code of Ethics

A formal set of rules established by a profession (e.g., NIPR) to regulate members’ behaviour and maintain high standards.

Summum Bonum

The ‘highest good’ a practitioner seeks when making ethical choices in public relations practice.

Issues Management

The PR function that identifies and resolves problems before they escalate into crises, often involving ethical analysis.

Two-Way Symmetrical Model

Grunig’s ethical PR model based on balanced, give-and-take communication between an organisation and its publics.

Utilitarian Approach

A strategic ethical method that judges decisions by their consequences, aiming to maximise benefits and minimise harm.

Deontological Moral Philosophy

An ethics theory (after Kant) focusing on duty, justice and intention; seeks universally right actions regardless of outcomes.

General Systems Model

Bivins’ view of organisations as open systems that need continual ethical feedback from publics for effective decision-making.

Press Agentry

Early PR model emphasising hype and sensationalism; associated with the ‘public-be-damned’ era (1850-1905).

Declaration of Principles

Ivy Lee’s 1906 statement promoting truthful, accurate information, marking the shift to the ‘public-be-informed’ era.

Corporate Conscience

John W. Hill’s concept of PR serving as ethical counsel to management on far-reaching corporate policy effects.

Professional Ethics

Rules that govern members of a profession, assumed to be accepted as a condition for practising that profession.

Ethical Climate

Shared organisational perceptions of what constitutes correct behaviour and how ethical issues should be handled.

Top Management Support

Active backing by senior executives that reinforces ethical behaviour and effective PR within an organisation.

Conflict of Interest

A situation where a PR professional’s personal or secondary interests clash with professional obligations.

Credibility

The trustworthiness a PR practitioner or organisation earns through honesty, integrity and consistent ethical actions.

Reputation Management

PR activity focused on building and protecting the favourable perception of an organisation among its publics.

Identity Crisis (PR)

Uncertainty about what constitutes professional public relations, often caused by overlapping roles and quackery.

Budgeting (PR)

Planning and allocating funds specifically for public relations programmes to ensure effective implementation.

Measurement (PR)

The process of evaluating PR outputs and outcomes—moving from column-inch counts to impact and behavioural change.

Spin Doctoring

Manipulative communication tactic that skews negative information to appear positive, often using deception.

Defamation

False communication that harms a person’s reputation; includes both libel and slander.

Libel

Written or otherwise permanent form of defamation (e.g., in print, photos, broadcasts).

Slander

Spoken or transitory form of defamation that damages someone’s reputation.

Privacy Invasion

Illegally disclosing or using personal information or images without consent, violating an individual’s right to be left alone.

Copyright

Legal protection of original creative works; PR materials must avoid infringing others’ rights and may seek protection themselves.

Trademark

Registered words, symbols or designs that identify and distinguish a product or company; misuse can trigger legal action.

Sunshine Laws / Freedom of Information Act

Regulations requiring openness in government records and meetings, affecting public-sector PR disclosure.

Corporate Social Responsibility (CSR)

Organisation’s economic, legal, ethical and philanthropic duties aimed at contributing positively to society.

Spin

Heavily biased portrayal of information in one’s favour; considered unethical when deceptive.

Citizen Journalism

Public’s use of social media and digital tools to gather and share news, creating influential non-traditional media sources.

Two-Way Communication (Social Media)

Real-time interactive dialogue on digital platforms between brands and consumers, requiring prompt PR responses.

24/7 Engagement

Continuous monitoring and interaction with publics on social channels beyond traditional business hours.

Public Relations as Management Function

Concept that PR should have executive status, participating in organisational strategy and decision-making.

Nigerian Institute of Public Relations (NIPR)

Statutory body (Decree 16, 1990) that registers, regulates and sets ethical standards for PR practice in Nigeria.

Public Relations Consultants Association of Nigeria (PRCAN)

Trade group representing PR consultancy firms, promoting best practice and economic interests of the sector.

Quackery (in PR)

Practice of public relations by unqualified or untrained individuals, leading to poor standards and reputational damage.

Ethical Dilemma

A professional situation requiring a choice between conflicting moral principles or stakeholder interests.