334: PRAD Ethics in Advertising & Public Relations Winter 2010 - Section 801
Time: Wed. 6:00 to 9:15 p.m. Instructor: Jon F. Harmon, adjunct professor E-mail: [e-mail] Mobile phone: [phone] COURSE OVERVIEW This course provides students with an essential framework for professional ethical decision-making in the context of news media, public relations and advertising. A foundation in ethical theory and various professional codes of ethics will provide the basis for analysis of recent and current case studies. The class is highly participatory; students will grapple with complex issues without obvious, clear-cut resolutions. In the process, they will explore and clarify their personal-professional values, and confront challenges to pre-conceived notions and simplistic solutions. The goal is to begin to develop a personal framework of professional integrity and a moral compass in the practice of communications. Major topics to be explored include: Personal values and professional integrity, moral reasoning, ethical frameworks, professional codes of ethics, socially responsible leadership, enlightened self-interest, corporate social responsibility, global citizenship, sustainability, social justice and the ethics of persuasion. TEXTS & READINGS We will use one textbook in the class as well as regularly assigned articles posted on Blackboard. PLEASE COMPLETE ALL ASSIGNED READINGS PRIOR TO THE START OF EACH CLASS. Media Ethics: Cases and Moral Reasoning, 8th edition. ISBN: 0-205-57970-1. Authors: Christians, C.C., Fackler, F.M., Rotzoll, K., McKee, K., & Woods, R.H. Boston: Allyn Location: Levan Center Room 408 Office: SAC 583, Lincoln Park Office Hours: Wed. 4:30 -5:45 p.m. and by appointment
& Bacon, Pearson Education, Inc. (Do not use earlier editions of this book as case studies have been updated.) We will also use the accompanying website: www.ablongman.com/christians8e BLACKBOARD
I will use the class Blackboard site as the primary method of communication with you. It is your responsibility to update Campus Connection with your correct email address. In-class assignments, PowerPoint lectures, readings and other relevant material will be posted on our Blackboard site. Please become familiar with the site and check it often. Not all classes will have PowerPoint slides, but when there are some, they will be posted there usually before class, but sometimes following class.
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LEARNING OUTCOMES AND COURSE OBJECTIVES: By the end of the quarter, you should be able to:
Confront the complexity of ethical issues in communications without expecting quick, simplistic answers. Become ethically reflective in personal and professional conduct: Build your moral intelligence by identifying, understanding and developing your own value system and ethical frameworks. Recognize issues with ethical content: Understand different ethical frameworks and moral decision-making in public and private life, especially as related to the news media and the professions of advertising and public relations. Ask thoughtful questions when confronted with ethical choices and know how to work through the questions to make sound ethical decisions. Understand how to be a responsible advocate and a persuasive, ethical communicator.
GRADING: 200 points total 1. ATTENDANCE AND PARTICIPATION: 20 points
Worth two points each week for a total of 20 points. The class meets just once a week, so missing even a single class can set you back. THERE ARE NO MAKE-UPS FOR IN-CLASS ACTIVITIES, EVEN FOR EXCUSED ABSENCES. I encourage everyone to actively participate in our class discussions. You should be able to relate the weeks readings to ethical decision-making and the five moral principles discussed in the books introduction.
2. DISCUSSION LEADERSHIP: 20 points Once during the quarter you will be assigned as a discussion leader for one of the case studies in the weeks readings. Three or four discussion leaders will be assigned per week. As a discussion leader, you will need to research the case study assigned to you for that class and post two thought-provoking discussion questions about the days assigned readings on our Blackboard discussion board by 9 a.m. of your assigned day. If you post your discussion questions late you will lose half the possible points for this activity. (Other students in the class should check this discussion board before class and come prepared to address these questions in class.) Discussion leaders should also come to class with an example of a recent news story that touches on some key point similar to one of the cases in that days readings. Grading Criteria for Discussion Leaders 1. Did the Discussion Leader post two thought-provoking questions on the Blackboard Discussion Board by 9 a.m. of class day? 2. Did the Discussion Leader provide a cogent assessment of the case study and help stimulate other students participation in the class discussion? 3. Did the Discussion Leader bring additional perspective to the case study, such as a relevant recent example from the news media that tied to the assigned case?
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2. QUIZZES: 40 points
Four Quizzes Worth 10 points each. Four multiple choice, true/false quizzes will be given on each of the four parts of the textbook. The majority of the quiz questions will come from the online quizzes you can take after each of the assigned chapters. The first quiz will include questions from the Introduction: Ethical Foundations and Perspectives and the Codes of Ethics covered in class and readings. Quiz dates: Jan. 20, Feb. 3, Feb. 17 and Mar. 3. 3. IN-CLASS PRESENTATION: 20 points A 10-minute in-class presentation on an ethical situation in public relations or advertising. Presentations will be on Feb. 24. You will be paired with another student and will find news article(s) from a major media outlet (newspaper, magazine, TV news) that discusses a recent ethical dilemma that stems from an advertising, public relations or management lapse (should be within the past six months and not from the book or assigned readings). You will present the case to the class in 10 minutes, using five to 10 PowerPoint slides. Included in the presentation should be: A brief explanation of the situation. An explanation of the ethical dilemma spell out what the ethical questions are and what decision needs to be made (or should have been made if in the past). The ethical decision-making process you used to analyze the problem and the ethical values and principles that are in play. Your recommendation on the decision that should be (or should have been) made.
The class will help grade the presentations, based on originality, professionalism, thoroughness in covering ethical principles and theory, and the logic you use to make your recommended decision.
4. FINAL PAPER 50 points.
Final paper. Paper must be sent to me as an email attachment by 5 p.m. on Wednesday, March 10, 2009. Copy yourself on the email to ensure delivery. Send it to: [e-mail] with your last name and Ethics Paper in the subject line (i.e., Smith Ethics Paper. Late papers will receive a grade deduction for each day that it is late. Paper Style: 6 to 8 pages, 12 point font, double spaced, 1 inch margins. You must use APA style for citations throughout the paper and in a reference section at the end of the paper. See if the following link for instructions on APA style: http://www.crk.umn.edu/library/links/apa5th.htm Paper Topic: Choose one of the following: Option 1: Identify the guiding principles of ethical persuasion for advertising and/or public relations practitioners and some barriers to good ethical decision-making in the profession. (You can address just PR or Advertising or take an integrated marcom approach.) You will consult codes of ethics, course readings and outside literature to identify the eight to 10 main principles that guide ethical persuasion and decision making in this field. You will cite some real examples of ethical lapses in the profession and discuss which values or ethical principles they violated. In addition to citing experts on this topic, you will conclude the paper by providing your own insights into why adherence to these ethical principles are critical to the long-term health of the profession.
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Option 2: Write a paper projecting yourself into your field three-five years from now and facing an ethical dilemma. Describe in detail how you resolve it (the ethical dilemma will be one you make up for this assignment but should be realistic and complex). You should cite real examples to illustrate similarities to recent or current case studies (reflecting your research, not just the case studies we covered in class) and you should use the Potter Box methodology and ethical principles we discussed in class. Whether you choose Option 1 or 2, you should conclude the paper by providing your own thoughtful insights into why adherence to these ethical principles is critical to the long-term health of the profession and meaningful to you as an aspiring practitioner. Paper grading standards: Although not a writing class, this is a communication course. Therefore, grammar and flow are important. Grades will be evaluated on the basis of: (1) your ability to incorporate course concepts, and the persuasiveness and depth of your analysis, (2) the clarity of the logic in your arguments and recommendations, (3) the extent of your research (use of experts beyond the textbook and assigned readings), (4) professional appearance, including proper citations, and (5) the quality of writing. 5. FINAL EXAM 50 points Final Exam: Wed., March 17, 6:00 9:15 pm While the quizzes test your understanding of the readings and the concepts behind ethical theory decision-making, and the final exam will test your ability to apply this information to a series of short ethics cases. You will be given several real-life examples of some ethical dilemmas and will be asked several short-answer and multiple-choice questions about each to show me that you can apply what youve learned to real-life situations. You may bring one page of notes. Keep a copy for yourself as reference tool, but turn in your notes page with the exam. GENERAL GRADING: In-class participation (10 x 2 pts ea.) Discussion Leader activity Quizzes: four x 15 pts each In-class presentation Final Paper - due March 10 Final exam March 17 Total 20 pts 20 pts. 40 pts. 20 pts. 50 pts. 50 pts. 200 pts.
The general grading scale will be as follows but a curve will be implemented as required to ensure a normal distribution of grades: A range B range C range D range 87 - 89% = B+ 77 - 79% = C+ 67 69% = D+ 94 - 100% = A 84 - 86% = B 74-76% = C 63 66 = D 90 - 93% = A80 - 83% = B70 - 73% = C< 63 = F
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CLASS INFORMATION INSTRUCTOR BIO Jon F. Harmon is a corporate executive and adjunct professor with extensive experience in nearly all facets of public relations. He served as the Vice President Communication and Reputation for Navistar, a global truck and engine manufacturer with more than $15 billion in annual revenue. In this capacity, he was responsible for a staff of 25 communicators and a multi-million-dollar budget. His team was responsible for internal and external communications, including Navistars Intranet and news media site, media relations, corporate branding and executive speechwriting. Prior to joining Navistar, he spent 23 years at Ford Motor Company, including senior roles in communication strategy, product promotion as lead communicator for the Ford, Lincoln and Mercury brands, and corporate news. During his career at Ford, he handled media relations for a number of high profile issues, as chief spokesperson for legal and labor matters. He led the media relations on technical issues during the epic Ford-Firestone tire crisis of 2000-2001, and is the author of a book chronicling crisis management: FEEDING FRENZYTrial lawyers, the media, politicians and corporate adversaries: Inside the Ford-Firestone crisis. He is a long-standing member of the Public Relations Society of America and has presented at numerous seminars for PRSA, the Conference Board and at a number of universities. He established the Force for Good blog in 2006, dedicated to aspirational public relations and high-integrity communications. He has an MA-Liberal Studies: Creative Writing from the University of Detroit, and a Bachelor of Journalism (Advertising and News Editorial) at the University of Missouri-Columbia. ACADEMIC MISCONDUCT: The DePaul University Code of Student Responsibility addresses questions of academic dishonesty, cheating, and plagiarism and provides the code of student conduct for all students. Familiarize yourself with the terms and conditions of these codes of student conduct and the contract that exists between the student, the instructor, and the University. Be aware that violation of these terms and conditions could have serious consequences, ranging from failing the assignment, failing the class, to expulsion from this program. Ethical violations include: Having someone complete your assignments for you; Copying materials from a book, an Internet source, or another individual without proper citation and representing it as your own. (Note that software will be employed randomly to check your citation of sources.) Self-Plagiarism -- Turning in substantial portions of the same paper for two different classes without the express permission of both instructors. Visit http://studentaffairs.depaul.edu/homehandbook.html for further details. SEXUAL HARASSMENT Our classroom must be free harassment, which impedes the academic freedom of any member of the university community. Sexual harassment includes, but is not limited to, any unwelcome sexual advances, direct or indirect, requests for sexual favors and other verbal or physical conduct of a sexual nature. If you need more information on this topic consult the Academic Handbook.
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STUDENTS WITH SPECIAL NEEDS Let me know if you have a special learning need so that I can accommodate it if possible. Please provide written documentation from the appropriate university officials regarding the specific accommodation requested during the first two weeks of class. Students with special needs requesting accommodation for quiz or exam location or timing should make arrangements at least one full week prior to the scheduled exam. If you have any questions about receiving accommodations, contact Office of Students with Disabilities at 773-325-7290 as soon as possible. MISSED QUIZ OR EXAM: Missed quizzes and the final exam can only be made up with a documented emergency. No early exams will be given, especially for travel-related reasons. MISSED CLASSES: Note that there are points for certain in-class activities that can only be earned if you are in class. These points cannot be made up, even for excused absences. PROFESSIONAL BEHAVIOR Professional behavior is expected for all students at all times. Students who do not demonstrate professional behavior may be asked to leave the class and/or may have their grades reduced. Examples of unprofessional behavior include: regular tardiness to class or skipping class; text messaging, cell phone use or other use of electronics during class; carrying on conversations unrelated to the class; sleeping during class; or using disrespectful language or tone of voice with others during class discussion.
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PRAD 334 Ethics in PR and Adv. Section 801 CLASS SCHEDULE Winter 2010
(Note: This is a guide for the quarter, subject to change.) ***Readings should be completed before the assigned day*** FFG = Force for Good blog; FF = Feeding Frenzy excerpts
Date
Topics
Readings
Assignments
Week 1 - Introduction -- Ethical Foundation: Ethical Issues, Approaches and Theory Jan. 6
Overview of the class
Purchase Media Ethics (ME) book
Ethical theories & decision-making processes Week 2 - Codes of Ethics Jan. 13 Ethical theories & ME: Introduction (pp. 1- 27) decision-making processes; Read PRSA, SPJ, WOMMA, Codes of Ethics AAF & Bloggers codes of ethics. Presentation of Women in ME: Chapter 7, pp 157-165 Media FFG: 12-06-06, 12-17-06; 2-16-07 *Also read material hyperlinked at bottom of Schedule Week 3 - News Media Ethics Jan. 20 News Media Ethics Institutional Pressures; Truth-telling in the Media News Media Ethics Reporters & Sources; Social Justice ME: Chapters 1 & 2 FFG, 6-25-07; 6-28-07 FF: pp 1-15, 195-197 Quiz #1 today on ethical theories, decision-making and codes of ethics Discussion Leaders
ME: Chapters 3 & 4 FFG: 01-11-07, 01-15-07, 0120-07, 01-27-07 (inc. comments) 03-25-07 Week 4 - Privacy & Advertising Ethics Jan. 27 News Media Ethics Invasion of Privacy; Onand off-the-record; The Future of Newspapers Citizen Journalists; Advertising Ethics Commercialization of Life; ME: Chapter 5 FFG: 12-10-06, 12-26-06, 12-31-06, 4-13-07, 01-28-07, 01-30-07 09-15-09 FFG: Cit-J posts ME: Chapter 6 FFG: 07-13-07, 07-16-07, 07-16-07, 07-18-07, 08-02-09, 02-01-07; 09-21-09 7
Discussion Leaders
Date
Topics
Readings
Assignments
Week 5 - Advertising Ethics Feb. 3 Advertising Ethics Image-Based Culture; Media are Commercial; Is PR a subset of Marketing?; Advertisings Professional Culture ME: Chapter 7 (mostly a review) & 8 ME: Chapter 9; FFG: 04-11-07 including reader comment, ToughSledding; FF: pp 60-65 Chapters 10 & 11 FFG: 12-07-06, 01-04-07 FF: pp 197-200 Chapters 12 & 13 FF: pp 32-34 Discussion Leaders Discussion Leaders Quiz # 2
Week 6 - PR Ethics Feb. 10 PR Ethics Public Communication, Astro-turfing Conflicting Loyalties Social Responsibilities
Week 7 - Complex Ethical issues in Communications Feb. 17 The Ethics of News FFG: 06-07-07, 06-16-07, Management; Media 2-28-07, 6-27-09 Archetypes, Public Apologies Corporate Social FFG: CSR string Responsibility; Living Up FF: pp 225-227 to Commitments Week 8 - Presentations in groups of two Feb. 24 Presentations - random draw for order 10-minute presentations 10-minute presentations Quiz #3 today on PR ethics
All groups turn in PowerPoint slides at beginning of class
Presentations - random draw for order Week 9 Entertainment Mar. 3 Entertainment - Violence; Profits, Wealth & Trust Ethics in Entertainment Media Scope & Depth, Censorship
Chapters 14 & 15 Chapter 16 & 17 FFG: 3-20-07, 2-7-07, 2-13-07
Quiz #4 Discussion Leaders
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Week 10 - Ethics of Persuasion Mar. 10 Back to the Big Picture: The Catholic Church on Ethics in Communications; The Ethics of Persuasion Ethics & Technology Read articles posted on Blackboard: Ethics of Persuasion, Catholic Church on Ethics in Communication Final Paper due
Week 11 - Final Exam Mar. 17 Final Exam Choose one essay question (blue book) Bring & turn in one page of notes
Other resources Students are encouraged to explore other source material for alternative views about the news media, public relations and advertising generally and in reference to specific case studies, such as:
PR Watch Full Frontal Scrutiny News Busters Media matters American Copywriter Cyber Journalist Poynter Institute: Ethics The Ethical Optimist
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*Readings for The Presentation of Women in Media/advertising: Kelly Clarkson photoshop Self magazine and here Dove real beauty: Campaign home You tube video1 YouTube2 Onslaught wikipedia Indepth Axe/Lynx: Lynx Ideal woman Bomb Chicka Does it work? Dove/Axe: blog YouTube spoof 9