Persuasion Ethics & Course Conclusion

These flashcards cover the key concepts of persuasion ethics, professional values, and decision-making tests as discussed in the lecture notes.

Theory of Persuasion Relativity

A formula expressed as $Message = Emotion \times Connection \times Credibility \times Contrast$ or $M=EC^3$.

Chief Communications Officer (CCO) Trends

Nearly $40\%$ of changes in 2025 involved newly created or re-scoped positions, with women holding $70\%$ of leadership roles.

Ethics

The philosophical study of the moral value of human conduct and the rules or principles that ought to govern it.

Altruism in Fundraising

The ethical debate regarding whether donors should derive benefits from giving or if charitable giving should be purely selfless.

Nicholas Valentino

A researcher whose work suggests that anger can be a driving force in the United States that leads to positive change.

Culture of Fear

A concept by Barry Glassner noting that fear mongering often increases during TV ratings weeks.

Telemarketing to Seniors

An ethical concern highlighting that $55-80\%$ of telemarketing is aimed at the elderly.

Amoral Tools

Gass and Seiter's perspective that persuasive strategies are neither inherently ethical nor unethical, but tools used for good or evil.

National Communication Association (NCA) Code of Ethics

A set of principles adopted in 1999 advocating truthfulness, accuracy, honesty, and reason as essential to communication integrity.

PRSA Core Values

The foundation for the public relations profession: Advocacy, Loyalty, Independence, Honesty, Expertise, and Fairness.

Universal Law of Communication Ethics

The principle that deliberate distortion is almost never permissible.

YOYOW

An acronym for "You Own Your Own Words," emphasizing responsibility for the consequences of one's communication.

Rational Argument

Considered the most ethical persuasive strategy, it involves providing balanced facts, reasons, and rationales to promote audience autonomy.

Pluralism

An ethical guideline involving respect, relationships, and cooperation within a diverse society.

Generative AI Accountability

The principle that responsibility and judgement are non-transferable; users own every word and cannot blame the tool for ethical failures.

Professional Will

The internal desire and unwavering resolve to produce the best long-term results and build an enduring great organization.

Vision Test

An ethical decision-making test asking if you can look yourself in the mirror after an action.

Thanksgiving Test

An ethical test considering how you would describe your actions to your family around the dinner table.

Kid-on-Your-Shoulder Test

An ethical test asking how you would want your children or younger siblings to see you acting.

Publicity Test

An ethical test considering how you would want your actions described if your decision became front-page news tomorrow.

Credibility

According to Dan's Bottom Line, this is a communicator's greatest commodity when playing the long game.