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ETHICS
What are ethics?
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Ethics refers to the values that guide a
person, organization, or society—the
difference between right and wrong,
fairness and unfairness, honesty and
dishonesty.
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Ethical decisions are based on
Our moral choices
 Norms of society
 Legal principles
 Organizational values
 Professional values
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A person’s ethical choices
depend on several factors but are
not limited to our:
Culture
 Religion
 Education
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callout
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Culture, as well as the fields of
philosophy and religion,
provide the framework for ethics.
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Utilitarianism
Aristotle's “Golden Mean”
Kant’s Categorical Imperative
Mill’s principle of utility
Judeo-Christian ethic
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These codes of ethics must be:
Monitored
 Assessed
 Enforced
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Professional ethics are often referred
to as “applied ethics,” a commonly
accepted sense of professional
conduct that is translated into formal
codes of ethics.
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Can you identify some ethical
dilemmas confronting society?
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Clue: Cultural, Religious, Business,
Government, Political, Media
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PRSA Code of Ethics
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See text, Figure 6-1
Advocacy
Honesty
Expertise
Independence
Loyalty
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Public Relations Society of America
and the International Association of
Business Communicators both
have codes of ethics that govern
the practice of public relations.
Honesty and fairness are stressed.
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Can you name the dirty deed with
the
corporation
in
these
white
collar
C
crimes?
Enron
Arthur Andersen
World Com
Adelphia Communications
Tyco
Martha Stewart
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The Corporate Reform Bill was
signed to impose rigorous
sanctions on corporate criminals
by President Bush.
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A question to ponder…
Can ethics and profits co-exist?
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What leaders in your opinion have
high credibility?
International/National
 Federal/State/Local government
 Business
 Community
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Corporate Codes of Conduct are
needed to:
Increase public confidence
 Stem the tide of regulation
 Improve internal operations
 Respond to transgressions
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What is corporate social
responsibility?

A social norm that holds that any social
institution is responsible for the behavior of
its members and may be held accountable
for their misdeeds.
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Social Responsibility Categories
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Product lines
Marketing practices
Corporate philanthropy
Environmental activities
External relations
Employment diversity in retaining and promoting
minorities and women
Employee safety and health
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Ethics in Government
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Can you identify the name to the political
transgression hall of shame?
 Gary
Condit
 James Traficant
 Dick Morris
 Robert Torricelli
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Code of Ethics for the Society of
Professional Journalists

Call out text fig. 6-6 pg.144
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What are some issues that have
cropped up with regard to ethics in
journalism?
Clue: Sources, Bogus stories,
Not crediting properly
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Some of the areas of concern:
Internet journalism
 Reality Television
 TV bogus News programs
 Print journalism scandals
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Four Relevant Ethical Theories:
Attorney/adversary model by Barney and
Black
 Two-way Communication model by Grunig
 Enlightened self-interest model by Baker
 Responsible Advocacy model by
Fitzpatrick and Gauthier
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Six Core Values of the PRSA Code
Advocacy
 Honesty
 Expertise
 Interdependence
 Loyalty
 Fairness
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Professional practice must be based on the code of ethics
Organizational values
Social responsibility
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