CAP 320 lecture outlines for notetaking W11

CAP 320 lecture outlines for notetaking W11 - Role of...

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Role of Public Relations in Management What is Public Relations? Words that come to mind are: Definition of it is: If PR is creating relationships and relating to our publics PR needs solid, measurable outcomes Our definition of PR Identifying, building and maintaining mutually beneficial relationships and having an interrelationship with our publics. Term to know Interrelationship – interactive form of communication in which the publics yield information to us via communication and research and we communicate back to them. Remember 2-way comm IMPORTANT: This class emphasizes this kind of strategic work and thinking What else does the work of PR do? 1 2 3 Student perceptions of PR PR as a management function – why? PR is proactive! Effective PR counseling anticipates and identifies developing issues early so you can shape them and not just react to them
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Public relations counselors (do/are) Have media relations, crisis communications and other plans included as part of the organization’s overall business plans Any business problems today are tomorrow’s PR crisis if not handled right away Examples current issues to watch (potential hot spots) when you get to the ‘real world’: Corporate governance Executive pay Work and family balance Diversity The economy Quality of work life Security of company information Ethics Employee and customer privacy Protectionism and free trade issues
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Standards, Values and Ethics Civilized societies are run by standards of social conduct (as well as laws) Social conduct varies from society-to-society Five main factors in social conduct in our society Ethics in general Are the forces that keep society civil Ethics vary from person to person Ethics can be though of this way. ...would you do the right thing even if no one was looking? ex. stop lights at night Some examples of situations where ethics can be compromised The law of supply and demand When self-imposed standards are needed but not policed Duress of competitive pressure Lure of making money vs. doing the right thing PRSA Code of Ethics Two parts to the code: values and ethical principles. The PRSA professional values are: Advocacy Honesty
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Expertise Independence Loyalty Fairness PRSA Ethical Principles Free flow of information Example of improper conduct: Inviting a reporter to an all expense paid scuba-diving weekend to influence coverage Promoting healthy and fair competition Example of improper conduct: Spreading malicious rumors about a competitor’s products or business practices Disclosure of information for informed decision making Example of improper conduct: “Front groups” working on ‘grass roots’ campaigns who are really paid for by an undisclosed special interest group or business Safeguarding confidences and client trust Example of improper conduct: Using proprietary information from a prior job with current employer/client Avoiding conflicts of interest Examples of improper conduct:
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CAP 320 lecture outlines for notetaking W11 - Role of...

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