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Wk3 - BDC917 Public Relations W10 DaveShelton 4166064879...

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Week 3 BDC 917  BDC 917  Public  Public  Relations Relations W10 W10 Dave Shelton Dave Shelton 416 606 4879 416 606 4879 [email protected] [email protected] 1
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Hot Topic Week 3 2
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Week 2 Chapter 3: Ethics &  Professionalism 3
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Overview What are ethics? The role of professional  organizations Professional codes of  conduct Professionalism, Licensing,  and Accreditation Ethics in individual practice Ethical dealings with the  news media Week 2 4
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Week 2 What Are Ethics? DEFINITION OF ETHICS How we should live our lives. A Value System  by which a person determines what is right or wrong THREE ETHICAL ORIENTATIONS Absolutist : every decision either right or wrong regardless of the consequences. Existentialist : decisions based on practical choice Situationalist  (Utilitarian): what causes the least harm, most  good? 5
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Week 2 The Role  of Professional Organizations Public Relations Society of America  (PRSA) &  CPRS International Association of Business  Communicators (IABC): 1,300  members in  Toronto International Public Relations  Association ( IPRA ) 6
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Week 2 Professional Codes of Conduct Codes for specific situations Video News Releases (VNRs) Accuracy & attribution Internet public relations Attribution Corporate practice Standards of contact 7
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Week 2 Professionalism , Licensing,  and Accreditation Professionalism requires: Independence Responsibility to society Concern for competence and honor of profession Loyalty to the profession higher than to employer 8
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Week 2 Professionalism , Licensing,  and Accreditation Barriers to professionalism   Job security Prestige in organization Recognition from superiors Technician mentality 9
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Week 2 Professionalism Licensing ,  and Accreditation Define the practice of public relations Establish educational criteria Set ethical and professional standards Decertification of unethical practitioners Protect consumers  Protect qualified practitioners Credibility Would not control right to communicate Arguments  Arguments  FOR Licensing FOR Licensing 10
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Week 2 Professionalism,  Licensing ,  and Accreditation Licensing is an infringement Difficult to define public relations Voluntary accreditation is sufficient  Laws already exist for malpractice Legislatures show little interest Would hamper practice Licensing assures only minimum competence Credibility not assured Costly Arguments  Arguments  AGAINST Licensing AGAINST Licensing 11
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Week 2 Professionalism, Licensing,  and  Accreditation The PRSA/CPRS approach: Preview course Complete a “readiness” questionnaire Show a portfolio of work to a panel Take a written exam Must have 5 years of professional experience Upon completion of all requirements, the  credential  APR  (accredited in public relations) is earned.
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