CH 3 and 12 - ETHICS&PROFESSIONALISM...

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“…value system by which a person  determines what is right or wrong,  fair or unfair, just or unjust.” “Norm of acceptability”
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PR challenge:  possible competing  and conflicting values between Public interest Employers/clients Professional codes of ethics Personal values
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PRSA CORE VALUES Free flow of accurate and truthful  information Advocacy of public interest (acting  responsibly) Honesty Expertise (actively pursue professional  development) Independence (objective counsel,  accountable) Loyalty (client, public interest) Fairness
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ACCOUNTABILITY “What” is communicated vs. “how”  it is communicated CH 12:  courts increasingly  holding PR firms accountable for  false and misleading info  disseminated on behalf of a client
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FAKE NEWS? Video News Releases (VNRs) p. 79- 80  (83) How does practice in Abraxane  case match Public Relations  Service Council code? Other media relations p. 89-91  (91- 92) Gifts, journalists, credibility
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Conspiracy :  PR people are liable if  provide advice, or support illegal  activity of a client or employer. Includes cover-ups, etc.
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This note was uploaded on 01/13/2011 for the course COM 3523 taught by Professor Levitt during the Spring '10 term at The University of Texas at San Antonio- San Antonio.

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CH 3 and 12 - ETHICS&PROFESSIONALISM...

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