CHAPTER 6: ETHICS

1. Introduction

Ethics = Greater DIfferentiator

• The practice of PR is all about earning credibility

• Credibility begins with telling the truth

• PR must be based on doing the right thing

• Ethics should be the great differentiator that separates PR professionals from other professions 

What are Ethics?

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Ethics theories range from utliltarianism (greatest good for greatest number) to deontology (do what is right though the word should perish) 

• Right vs. Wrong

• Religious beliefs

• Acceptable standards of behavior

Public relations professionals are expected to do the right thing. The cardinal rule of PR is to never lie. 

1. Unethical Behavior 

   1. Government seems perpetually rocked by ethical scandals 

   2. In business, insider trading scandals have dominated the news in recent years

   3. In sports, reputations of legendary baseball players, formerly revered cyclist Lance Armstrong were tarnished by steroid use or illegal doping. 

1. Significance of Ethics ot the Practice of PR

   1. PR Society of America (PRSA) invested $100,000 in revamping its code of ethics 

   2. The code of ethics underscored six fundamental values that the PRSA believes are vital to the integrity of the profession. 

2. PRSA Member Code of Ethics 2000

   1. Advocacy 

   2. Honesty

   3. Expertise 

   4. Independence 

   5. Loyalty 

   6. Fairness 

1. Doing The Right Thing

Ethics definition by Josephson Institute: standards of conduct that indicate how one should behave based on moral duties and virtues. 

Ethics are the values that guide a person, organization, or society–concepts such as right and wrong, fairness and unfairness, honesty, and dishonesty. Ethics depend on culture, religion, education. 

2. Ethical Issues Abound

• Investments on ethics and compliance programs 

• Corporate codes of conduct 

  • Increase public confidence 

  • Stem tide of regulation 

  • Improve internal operations 

  • Respond to transgression 

  1. Ethical Violations By Corporate Executives

     1. Madoff’s Ponzi scheme 

     2. R. Allan Stanford 

  1. Ethics in Business

  1. Corporate Social Responsibility (CSR) 

     1. How companies manage business processes for a positive societal impact

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

     3. Today’s social responsibility programs are sophisticated 

  2. Partial List of Social Responsibility Categories

     1. Product lines 

     2. Marketing practicies 

     3. Corporate philanthropy 

     4. Environmental activities 

     5. External relations 

     6. Employment diversity in retaining and promoting minorities and women

     7. Employee safety and health

  3. Ethics in Government

     1. 23-hour cable news, always on blogosphere increases scrutiny 

  2. Corporate Social Responsibility

  3. Ethics in Public Relations