exam 2 outline

exam 2 outline - Exam 2 Outline; Chapters 3,5,6,8 CHAPTER...

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Exam 2 Outline; Chapters 3,5,6,8 CHAPTER 3 -3 Basic Value Orientations a. Absolute - every decision is either right or wrong regardless of consequence, cannot justify means b. Existential - decide on basis of immediate practical choice, should seek balance of 2 extremes c. Situational - each decision is based on what would cause the least harm or the most good, end can justify means as long as results benefit greatest # of people (utilitarian approach) -PRSA - largest nat’l PR organization in world -International Association of Business Communicators (IABC)- second largest PR organization, 90% of members from US and Canada -International Public Relations Association (IPRA) - third organization, based in London -Professional Codes of Conduct o Only punishment they can do is to expel a person from the organization, but the person can continue to work in PR o Primary purpose of code of ethics is education and information rather then enforcement o Financial info - good judgment, keep track of affairs and regulations, ensure full and fair disclosure o Video News Releases - NABC was created to make sure VNRs were accurate and labeled, must be accurate/reliable, must be ID’d as a VNR, name and sponsor included, interviewed people must have a name and title o Internet Public Relations- must disclose all affiliations, offer opps. For dialogue and interaction with experts, reveal background of experts, disclose potential conflicts of interest, practice principled leadership in digital world o Corporate Practice- truth/accuracy, how to handle confidential info, what gifts are acceptable, fair dealings with suppliers/vendors, safeguard client proprietary info, abuse of inside info Technician mentality - narrowly define professionalism, willing to represent issues or products that go against their own beliefs or moral code -Bernays thought that licensing would protect the profession and public from incompetent people -today, no one has interest in licensing WHY? Violates 1 st amendment, laws already exist for malpractice, function of state gov’t and usually PR people work nationally, doesn’t ensure ethical behavior, credibility and status doesn’t automatically come thru licensing, expensive Accreditation- written and oral exams, have candidate submit a portfolio of work samples to a committee of professional peers, most groups require years experience, some groups beginning to require continuing education as a prereq. For professional certification but not PRSA -PRSA accreditation, preview course, complete questionnaire, show portfolio, written exam, no experience requirement o If you pass you get the title of APR Other steps toward professionalism; o Working with universities to standardize curricula o Implement research projects o Recognizing outstanding practitioners who mentor and serve as role models -gifts of any kind can contaminate the free flow of accurate and truthful info to the public -people in different countries give gifts all the time and may even pay a reporter to cover a certain event
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This note was uploaded on 11/15/2011 for the course COM 259 taught by Professor Brewer during the Spring '08 term at Miami University.

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exam 2 outline - Exam 2 Outline; Chapters 3,5,6,8 CHAPTER...

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