CAP 325 Midterm

Classical ethical theories and viewpoints, such as deontological, teleological, and utilitarian.

Deontological: the idea that people should be treated with respect and dignity.

Teleological: This ethical orientation is problematic in that unethical behaviors can be justified if the result is good.

Utilitarian: The greatest good for the greatest amount of people.

The concept of role morality as it applies specifically to advertising and PR.

Role morality is informed decision-making. It is knowing the most you can before making a decision (Read all you can, ask all the questions, and have discussions).

The concept of AdPR pros being “ethical conscience” of an organization.

Its primary role is to manage and protect the company's reputation by ensuring its actions and communications align with ethical values.

Various forms of ethical decision making and influences on ethical decision making

Conditions for ethical PR based on Habermas’ ‘discourse ethics.’

From the Institute for Advertising Ethics, the 8 principles for advertising ethics.

Principle 1: Advertising, public relations, marketing communications, news, and editorial all share a common objective of truth and high ethical standards in serving the public.

Principle 2: Advertising public relations, and all marketing communications professionals have an obligation to exercise the highest personal ethics in the creation and dissemination of commercial information to consumers.

Principle 3: Advertisers should clearly distinguish advertising, public relations and corporate communications from news and editorial content and entertainment, both online and offline.

Principle 4: Advertisers should clearly disclose all material conditions, such as payment or receipt of a free product, affecting endorsements in social and traditional channels, as well as the identity of endorsers, all in the interest of full disclosure and transparency.

Principle 5: Advertisers should treat consumers fairly based on the nature of the audience to whom the ads are directed and the nature of the product or service advertised.

Principle 6: Advertisers should never compromise consumers’ personal privacy in marketing communications, and their choices as to whether to participate in providing their information should be transparent and easily made.

Principle 7: Advertisers should follow federal, state and local advertising laws, and cooperate with industry self-regulatory programs for the resolution of advertising practices.

Principle 8: Advertisers and their agencies, and online and offline media, should privately discuss potential ethical concerns, and members of the team creating ads should be given permission to express internally their ethical concerns.

Principle 9: Trust between advertising and public relations business partners, including clients, and their agencies, media vendors, and third party suppliers, should be built upon transparency and full disclosure of business ownership and arrangements, agency remuneration and rebates, and media incentives.

PRSA’s Code of Ethics (HE FAIL)

Honesty

Expertise

Fairness

Advocacy

Independence

Loyalty

Levels of motivation for Ad/PR pros to comply with ethical codes.

Personal, organizational, professional, and external factors

The pros and cons of having codes of ethics.

Pros:

It is a structure to fall back on.

It is a guideline.

Helps decision making.

Cons:

Limitations in addressing complex situations.

This could create a perception of hypocrisy if they go against their code of ethics.

Cultural misalignment: A code of ethics might not effectively translate to different cultural contexts, leading to potential misunderstandings or conflicts.

The concept of “marketplace of ideas” as an ethical framework.

In essence, the marketplace of ideas is a metaphor that envisions society as a space where ideas compete for acceptance, similar to how products or services compete in a marketplace.

The difference between ethical responsibility and accountability as applied specifically to advertising and PR.

Responsibility is an ethical concept that an individual has morally based obligations and duties to others and to larger ethical or moral codes. Ethical responsibility is guided by industry standards, professional codes of conduct (PRSA Code of Ethics) and broader societal expectations.

Accountability is the readiness or preparedness to give an explanation to stakeholders. Individuals and organizations must take responsibility for the impact of their messages.

In terms of ADPR, a PR firm promoting a product should ethically avoid exaggerating its benefits. If they fail and the false claims lead to consumer backlash or legal penalties, they will be held accountable

Organizational transparency as ethical concern

It is an ethical concern because it allows for open communication between an organization and its public. It allows the public to trust the organization by ensuring open communication, clear decision-making processes, and access to relevant information.

Core concerns for online or digital PR and advertising.

Data privacy

Audience targeting

Algorithm changes

Brand Reputation

Crisis Management

Ethics in international advertising and PR, particularly the issues related to segmenting and stereotyping. Possibility for global AdPR code of ethics

Have diversity

in representation within advertising campaigns to ensure that all demographics are accurately portrayed and respected, thus fostering a more inclusive brand image.

Organizations must be diverse internally to build effective strategic relationships externally.

If you want to be diverse with one group of people you have to be diverse with all groups of people

Stakeholder Theory, CSR, and ethical implications.

CSR: corporate social responsibility, corps have a response to society that goes beyond econ, legal, and moral expectations

Stakeholder Theory: All stakeholders are important and organizations should value them equally

Ethical implications: Businesses have a moral obligation to consider all stakeholders and to promote fairness in decision making

Ethics in crisis communications

The principle of communicating honestly, transparently, and with empathy during a crisis situation, prioritizing the well-being of stakeholders by avoiding misinformation, sensationalism, and any actions that could further harm the situation, while also considering diverse perspectives and cultural sensitivities when delivering messages.

Framing and civility and discourse as ethical concepts

Framing: Picking what you want to show or tell.

Civility: Communicating professionally and kindly, even in difficult situations.

Discourse: Communication with the public and organizations.