Week 3 - • Loyalty to profession higher than employer...

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Public Relations: Lecture 3 Three Ethical Orientations Absolutist – every decision either right or wrong, regardless of consequences Existentialist – decisions based on practical choice Situationalist – what causes least harm, most good? Professional Codes of Conduct Codes for specific situations Video News Releases (VNRs) – accuracy and attribution Internet public relations – attribution Corporate practice – standards of contact Professionalism, Licensing and Accreditation Professionalism requires: Independence Resp. to society Concern for competence and honour of profession
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Unformatted text preview: • Loyalty to profession higher than employer Barriers to professionalism: • Job security • Prestige organisation • Recognition from superiors • Technician mentality PRSA/CPRS approach: • Preview course • Complete ‘readiness’ questionnaire • Show portfolio work to panel • Written exam • 5 yrs pro experience • APR credentials! Ethical Dealings w/News Media Achieve trust by avoiding: • Junkets • Extravagant parties • Expensive gifts • Personal favours PR Firms and Depts....
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This note was uploaded on 04/24/2011 for the course BDC 917 taught by Professor Daveshelton during the Winter '11 term at Ryerson.

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Week 3 - • Loyalty to profession higher than employer...

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