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PR Quiz 4
PR quiz over ethics (chapter 6)
| Term | Definition |
|---|---|
| The PRSA and the Society of Professional Journalists use a code of ethics which present core values based on.. | truth, independence, accountability, and respect. These values are what every public relations worker should use to help make good decisions and maintain professional behavior. |
| The practice of public relations is all about earning.. | credibility. Credibility, in turn, begins with telling the truth. Public relations, then, must be based on “doing the right thing”—in other words, acting ethically; in other other words, never lying. |
| Possible ideas as to what ethics means.. | Ethics has to do with what my feelings tell me is right or wrong.” “Ethics has to do with my religious beliefs.” “Being ethical is doing what the law requires.” “Ethics consists of the standards of behavior our society accepts.” |
| Unethical behavior exists all around us, in realms such as.. | government, business, sports, entertainment, education, nonprofit organizations, |
| PRSA Code of Ethics 6 components: | Honesty, advocacy, expertise, independence, loyalty, and fairness. |
| The Josephson Institute, which studies ethics, defines ethics as : | standards of conduct that indicate how one should behave based on moral duties and virtues |
| Honesty | This means providing accurate and truthful information. When communicating with the public on behalf of a company or organization, it is crucial that public relations professionals are honest |
| Advocacy | Since a PR professional works as an advocate for the public, it's important to give the public pertinent info so that people can make informed decisions; when presenting info to the public, you should provide views from different sides and relevant facts |
| Expertise | This means doing research and using critical thinking in order to maintain credibility as an expert and a trusting relationship between the company and the public. In order to communicate accurate information,PR professionals must do their homework. |
| Independence | This simply means that public relations professionals take responsibility for their own actions when representing a company or organization. After all, accountability is essential to ethics |
| Loyalty | A public relations employee should respect and maintain loyalty to the company for which he or she is working. That allows the employer to rest assured that the public relations professional is working in the best interest of the company. |
| Fairness | Everyone has their own views/opinions. As an individual working in PR , it's important to respect different views/ opinions. It's also important to remain fair to those you work for and with, so that each person feels free to express their thoughts. |
| A broader definition of ethics: | decision making process to understand right from wrong. The philosophy of ethics is the study of how humans act and why they act the way they do. |
| Ethics are values that guide a person, organization, or society. | concepts such as right and wrong, fairness and unfairness, honesty and dishonesty. An individual’s conduct is measured not only against his or her conscience but also against some norm of acceptability that society or an organization has determined. |
| Proper ethical choices among public relations professional has the potential to... | foster community by creating, and maintaining mutually beneficial relationships |
| A person’s ethical construct and approach depend on numerous factors, such as... | cultural, religious, and educational factors |
| Three schools of thought in ethics... | Normative, applied, and metaethics. |
| Normative ethics | is the study of ethical frameworks. It's the attempt to develop guidelines that do not list ethical actions but can judge if an action is ethical according to a given system. |
| Normative Ethical systems | Utilitarian ethics, deontological ethics, virtue ethics, christian ethics. |
| Utilitarian ethics (as a normative system) | the greatest good for the greatest number; considering the “greater good” rather than what may be best for the individual. |
| Deontological ethics (as a normative system) | There are universal duties that are required of all humans, in all situations. |
| Virtue ethics (as a normative system) | The pursuit of the highest good, or virtues, in each situation or profession |
| Christian ethics (as a normative system) | Identifies truth (God), outlines the basis of ethics (principles found in the Bible), and even lists some universal laws that apply directly to the unchanging truth |
| Utilitarian ethics | is an ethical theory that determines right from wrong by focusing on outcomes. It is a form of consequentialism. It is also the most common approach to moral reasoning used in business because of the way in which it accounts for costs/benefits. |
| It is the only moral framework that can be used to justify military force or war. | Utilitarianism |
| Limitations of Utilitarianism | Because we cannot predict the future, it’s difficult to know with certainty whether the consequences of our actions will be good or bad. Utilitarianism also has trouble accounting for values such as justice and individual rights. |
| Deontological ethics | is an ethical theory that uses rules to distinguish right from wrong. is often associated with philosopher Immanuel Kant. Kant believed that ethical actions follow universal moral laws, such as “Don’t lie. Don’t steal. Don’t cheat.” – moral obligations |
| This approach tends to fit well with our natural intuition about what is or isn’t ethical, as long as we follow the rules | Deontological ethics |
| Limitations of Deontological ethics | rigidly following deontology can produce results that many people find unacceptable; Following the rules makes deontology easy to apply. But it also means disregarding the possible consequences of our actions when determining what is right and wrong. |
| Virtue ethics | a philosophy developed by Aristotle and other ancient Greeks. It is the quest to understand and live a life of moral character. This character-based approach to morality assumes that we acquire virtue through practice |
| By practicing being honest, brave, just, generous, and so on, a person develops an honorable and moral character. According to Aristotle, by honing virtuous habits, people will likely make the right choice when faced with ethical challenges | Key tenants of virtue ethics |
| Virtue ethics helps us understand what it means to be a virtuous human being. And, it gives us a guide for living life without giving us specific rules for resolving ethical dilemmas | true. |
| Christian ethics | Unlike the other normative ethical schools, Christian ethics answers the questions. It identifies truth (God), outlines the basis of ethics (principles found in the Bible), and even lists some universal laws that apply directly to the unchanging truth |
| What are christian ethics based on? | truth exists (Psalm 51:6), truth is knowable (Proverbs 3:3), and we will need help from the Creator of truth to find it (John 14:16-17) and that the Truth Himself is willing to guide us (John 14:6). |
| Professional obligations of PR.. | dedication to clients, commitment to the public, duty to the profession. |
| The Public Relations Society of America (PRSA) invested $100,000 in revamping its code of ethics | true. |
| Practice of PR misunderstood.. | Public relations people can’t assume ethics are strictly personal choices; Public relations people must adhere to a high standard of professional ethics; All one has in public relations is his or her reputation; When you lie, you lose it |
| Applied ethics.. | are professional ethics; PR people must always tell the truth; honesty and fairness are at the heart of PR; suggests a commonly accepted sense of professional conduct that is translated into formal codes of ethics |
| The traditional Judeo-Christian ethic prescribes “loving your neighbor as yourself.” Indeed, this golden rule makes good sense as well in the practice of public relations. | true. |
| Philosopher's essence of ethics.. | Aristotle's golden mean of moral virtue (found between 2 POVs) Kant's categorical imperative (acting on maxim which you will to become a universal law) mill's principle of unity (greatest happiness for greatest number) |
| Public relations professionals must be driven by one purpose—to preserve, defend, sustain, and enhance the health and vitality of the organization. | true; Simply translated, the bottom-line for public relations professionals must always be to counsel and to do what is in the best long-term interests of the organization. |
| Business ethics as an oxymoron..people involved in business scandals | Irving H. Picard (Bernard Madoff), R. Allan Stanford (swindled 7 billion out of clients, Rajat Gupta (fed into to felon Raj Rajartnam) |
| One survey by the Ethics Resource Center found that although employees seemed more ethical in their own jobs, more employees had negative views of the ethics of their supervisors | true; Confidence in senior leadership fell to 62% in 2011, matching the historic low of 2000; many say their managers do not practice ethical behavior |
| What is a code of conduct? | a formal statement of the values and business practices of a corporation. A code may be a short mission statement, or it may be a sophisticated document that requires compliance with articulated standards and that has a complicated enforcement mechanism. |
| What does a code of conduct do? | it dictates the behavioral expectations that an organization holds for its employees and agents |
| Formal codes of conduct can accomplish a number of PR purposes... | to increase public confidence, to stem the tide of regulation (due to increased gov regulations), to improve internal operations (standards of conduct to ensure employees are meeting business objectives), to respond to transgressions |
| Corporate Social Responsibility | How companies manage business processes for a positive societal impact; Any social institution is responsible for the behavior of its members and may be held accountable for misdeeds; Today’s social responsibility programs are sophisticated |
| Partial list of social responsibility categories | Product lines, marketing practices, corporate philanthropy, environmental activities, external relations, employment diversity in retaining and promoting minorities and women, employee safety and health |
| Politics has a poor reputation when it comes to ethics.. | decreased approval ratings for presidents (Clinton, Trump, Bush, Obama) various cases of government scandals; the public is less willing to tolerate such ethical violations from their elected officials; people want honest, trustworthy, and ethical reps. |
| Mixed-motive obligations | PR professionals have obligations that extend beyond the profitability of the org represented. Responsibility to the public—or in the case of PR, multiple publics—must be balanced with responsibility to the client or employer.” Fitzpatrick & Gauthier |
| Ethics in journalism (code of ethics): | Ethical journalism should be accurate and fair. Journalists should be honest and courageous in gathering, interpreting, and reporting information. |
| Journalists at all times will show respect for the dignity, privacy, rights, and well-being of people encountered in the course of gathering and presenting the news | true |
| News media code of ethics key points | news media should not communicate unofficial charges affecting rep or moral character w/out giving the accused a chance to reply; guard against invading a person’s right to privacy; should not pander to morbid curiosity about details of vice and crime. |
| Ethics is—or at least, should be—the great differentiator between public relations and other professions. | true |
| Within an org, PR practitioners must be the standard bearers of corporate ethical initiatives. | true; By the same token, public relations consultants must always counsel their clients in an ethical direction—toward accuracy and candor and away from lying and hiding the truth |
| PR code of ethics main principles: | we adhere to the highest standards of ethics in the PR profession, we protect the integrity of client information, we honor our role in society. |
| How to develop an ethical profession: | creation and growth of professional associations for PR professionals; codes of ethics and influence on public relations professionals |
| Attorney/adversary model | lawyers and public relations are advocates in an adversarial climate; Both assume counterbalancing messages will be provided by adversaries |
| Two-way communication model | Collaborate, work jointly with people, listen and give- and-take; Balance role as advocate with one as social conscience; developed by Jim Grunig |
| Enlightened-self interest model | Do well by doing good; Companies gain a competitive edge and are more respected in the industry |
| Responsible advocacy model | Professional responsibility: first loyalty to clients; Responsibility to voice opinions of organizational stakeholders |
| PR ranks low in credibility and is largely seen as unethical by the general public | true |
Created by:
FaithMcBaith
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