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CHAPTER 4
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QUICK QUIZ
What are...
Standards followed in
relationships with others.
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2
ETHICS
VIRTUE
HONESTY
INTEGRITY
FAIRNESS
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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
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ublic
elations
ociety of
merica
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Code of
Professional Standards
Practitioners must be
scrupulously honest
and trustworthy,
acting at all times in
the public interest.
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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.
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MERLIN SAYS…
A KICKBACK maybe:
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
Cash

Gifts

Donations to your
favorite charity
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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
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Let’s Discuss
Corporate Social Responsibility
Product Lines:

Quick processed foods

Gun issues, especially assault weapons
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Let’s Discuss
Corporate Social Responsibility
Marketing Practices:

Product dumping

Planned obsolescence
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Let’s Discuss
Corporate Social Responsibility
Corporate Philanthropy:

Political donations
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Let’s Discuss
Corporate Social Responsibility
Environmental Activities:

Pollution permits

Green belts

Tax breaks
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Let’s Discuss
Corporate Social Responsibility
External Relations:

Suppliers

Competitors
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Let’s Discuss
Corporate Social Responsibility
Employee Safety & Health:

Hearing loss issues

Workers Compensation claims
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How did Dick Morris
violate governmental
ethics?
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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.
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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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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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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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Frequent VIOLATIONS of the Public
Relations Society of America’s Code of
Professional Standards…
4th most cited violation:
Intentionally communicating false or
misleading information
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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
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QUICK QUIZ
What are special ethical issues in
Cyberspace
 Privacy
 Information Accuracy
 Access to Information
 Intellectual Property Rights
Can you think of more?
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