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CHAPTER 4
Copyright © 2001, Prentice Hall, Inc.
QUICK QUIZ
What are...
Standards followed in
relationships with others.
Copyright ©2001 Prentice Hall, Inc.
2
ETHICS
VIRTUE
HONESTY
INTEGRITY
FAIRNESS
Copyright ©2001 Prentice Hall, Inc.
3
FOOD FOR THOUGHT…
“…the golden mean of moral virtue.”
~ Aristotle
“…the maxim which you will to become
universal law.”
~ Kant
“…the greatest happiness for the greatest
number.”
~ Mill
Copyright ©2001 Prentice Hall, Inc.
4
ublic
elations
ociety of
merica
Copyright ©2001 Prentice Hall, Inc.
Code of
Professional Standards
Practitioners must be
scrupulously honest
and trustworthy,
acting at all times in
the public interest.
5
The Public Relations Society of America
Code of Standards
&
The International Association of Business
Communicators Code of Standards
that HONESTY and FAIRNESS lie
at the heart of public relations practice.
Copyright ©2001 Prentice Hall, Inc.
6
MERLIN SAYS…
A KICKBACK maybe:
Copyright ©2001 Prentice Hall, Inc.

Cash

Gifts

Donations to your
favorite charity
7
QUICK QUIZ
What is the purpose of Corporate
Codes of Conduct?
1. To increase public confidence
2. To reduce regulation
3. To improve internal operations
4. To respond to transgressions
Copyright ©2001 Prentice Hall, Inc.
8
Let’s Discuss
Corporate Social Responsibility
Product Lines:

Quick processed foods

Gun issues, especially assault weapons
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9
Let’s Discuss
Corporate Social Responsibility
Marketing Practices:

Product dumping

Planned obsolescence
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10
Let’s Discuss
Corporate Social Responsibility
Corporate Philanthropy:

Political donations
Copyright ©2001 Prentice Hall, Inc.
11
Let’s Discuss
Corporate Social Responsibility
Environmental Activities:

Pollution permits

Green belts

Tax breaks
Copyright ©2001 Prentice Hall, Inc.
12
Let’s Discuss
Corporate Social Responsibility
External Relations:

Suppliers

Competitors
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13
Let’s Discuss
Corporate Social Responsibility
Employee Safety & Health:

Hearing loss issues

Workers Compensation claims
Copyright ©2001 Prentice Hall, Inc.
14
How did Dick Morris
violate governmental
ethics?
Copyright ©2001 Prentice Hall, Inc.
15
Let’s Discuss
Ethics in Journalism
The Society of Professional Journalists
says:
1. Journalists should always respect people’s
dignity, privacy, and rights.
2. Media should give the accused a chance to
reply.
3. News media must guard a person’s right to
privacy.
4. News media should not pander to the public.
Copyright ©2001 Prentice Hall, Inc.
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Frequent VIOLATIONS of the Public
Relations Society of America’s Code of
Professional Standards…
1st most cited violation:
Dealing fairly with clients, employers,
and fellow practitioners
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17
Frequent VIOLATIONS of the Public
Relations Society of America’s Code of
Professional Standards…
2nd most cited violation:
Adhering to truth, accuracy, and good
taste
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18
Frequent VIOLATIONS of the Public
Relations Society of America’s Code of
Professional Standards…
3rd most cited violation:
Conducting professional life in accord
with the public interest
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19
Frequent VIOLATIONS of the Public
Relations Society of America’s Code of
Professional Standards…
4th most cited violation:
Intentionally communicating false or
misleading information
Copyright ©2001 Prentice Hall, Inc.
20
Frequent VIOLATIONS of the Public
Relations Society of America’s Code of
Professional Standards…
5th most cited violation:
Corrupting the channels of
communication or the processes of
government
Copyright ©2001 Prentice Hall, Inc.
21
QUICK QUIZ
What are special ethical issues in
Cyberspace
 Privacy
 Information Accuracy
 Access to Information
 Intellectual Property Rights
Can you think of more?
Copyright ©2001 Prentice Hall, Inc.
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