Ethics in PR - A Guide PDF

Ethics in Public Relations 1 Housekeeping Annotated References Assignment is due at 11:59pm on Friday. Your Research Project Assignment, your detailed outline of your research project, is due at 11:59pm on Nov. 15. Your Second Media Release is due at 11:59pm on N...

Ethics in Public Relations 1 Housekeeping Annotated References Assignment is due at 11:59pm on Friday. Your Research Project Assignment, your detailed outline of your research project, is due at 11:59pm on Nov. 15. Your Second Media Release is due at 11:59pm on Nov. 22. In preparation of the Second Media Release, we’ll have another writing workshop on Nov. 4 (next week’s class). ○ We’ll cover some of the common areas we saw point deductions in the first media release, AI tools, and answer any questions you have. Additionally, we’ll talk about multimedia and mobile, which involves some reading from the textbook. Let’s take attendance and get rolling with ethics. 2 Key takeaways on ethics in public relations Ethical conduct in PR is a crucial, intractable element of success ○ Spin and damage control can be prevented; it shouldn’t be the norm. ○ Operating unethically may have payoffs in the short-term, but it is unsustainable in the long-run. ○ Your integrity will build trust and credibility that will make you an effective representative for your organization. Doing the right thing in PR can clash with your clients’ wishes and what might seem like the best interest of your client — integrity is long-lasting; spin will be unraveled. There are guidelines that will help you in ethical dilemmas, but you must be prepared to be a critical thinker. Social media and artificial intelligence are continuing to change PR, so it’s important to understand the advantages and disadvantages and to guide your actions with ethical principles. 3 Ethics in Public Relations The Importance of Ethical Standards Defining Ethics in PR: Ethics in public relations refers to collective moral principles guiding acceptable conduct within the industry. Ethics vs. Morals: Ethics are collective standards applied to collectives, whereas morals reflect personal values. Ethics in PR as Reputation Tool: PR ethics promote trust, transparency, and accountability, enhancing public and client trust. Photo by Nathan Dumlao on Unsplash Morals vs. Ethics Understanding Key Differences Personal vs. Professional Influence on PR Decisions Congruence in Values Morals represent individual Ethics in PR provide structured Working in an organization with beliefs, while ethics represent guidelines for decision-making, values congruent to one’s own collective standards in which are distinct from personal reduces cognitive dissonance. professional contexts. morals. Key Values in PR Ethics Foundations of Trust and Integrity Truth, action, empathy, and character give meaning to the work in public relations, according to Kelleher. Truth and Transparency: Commitment to honesty in all communications, avoiding manipulation or spin. Empathy and Understanding: Practicing compassion and respect toward all stakeholders, from clients to the public. Accountability: Taking responsibility for Photo by Joshua Hoehne on Unsplash actions and ensuring PR practices align with ethical standards. Importance of Ethical Alignment Staying True to Personal and Professional Values Reduces Cognitive Dissonance: Alignment between personal and organizational values minimizes conflicts and promotes job satisfaction. Motivates and Satisfies: Working in value- aligned environments enhances motivation and personal fulfillment. Supports Sustainable Success: Organizations grounded in ethics foster trust and stability, beneficial for long-term goals. Photo by Katt Yukawa on Unsplash Truth, Action, Empathy, and Character in PR Core Elements of Ethical PR Practice Commitment to Truth Taking Meaningful Actions Empathy and Integrity PR ethics emphasize Actions should align with words, Show compassion and honesty transparency and truth in all reinforcing an organization’s towards all stakeholders, communications, avoiding ethical image. fostering a genuine relationship misinformation or 'spin'. with the public. Role of Spin and Damage Control Ethics in Crisis and Reputation Management Navigating Ethical Challenges: PR practitioners may face pressure to 'spin' information to protect reputations, raising ethical concerns. Balancing Truth with Protection: Ethical PR requires transparency while balancing organizational interests and public trust. Examples from High-Profile Cases: Past cases show the complexities of damage control, where ethical compromises can lead to public backlash. Photo by Markus Winkler on Unsplash Case Study: Bush Administration's Ethical Decision Navigating Political and Ethical Complexities Breaking a Campaign Promise: President Bush’s decision to raise taxes despite prior promises highlighted ethical considerations over political interests. Impact on Re-Election: The tax decision, aimed at reducing national debt, affected Bush’s support in his 1992 re-election. Balancing Public Good and Politics: This case illustrates the challenge of ethical decisions that may conflict with public perception. Photo by David Everett Strickler on Unsplash  Practical Benefits of Ethical Standards Building Trust and Avoiding Pitfalls Fosters Public Trust Reduces Risk of Crises Increases Stakeholder Honesty and ethical behavior in Ethics-driven decisions reduce Loyalty PR foster public trust and long- the risk of reputational crises. Transparent and ethical PR lasting relationships. encourages loyalty among stakeholders and clients. Arthur W. Page's Principles for PR Guiding Framework for Ethical PR Tell the Truth: Honesty is the foundation of trust and should guide all PR communications. Prove It with Action: Actions must support the organization’s messages, ensuring consistency and credibility. Listen to the Customer: Feedback from the public should inform PR strategies, fostering genuine engagement. Photo by Matt Ridley on Unsplash PR Professional's Ethical Obligations Responsibilities to Stakeholders Commitment to Clients: Professionals must uphold agreements, maintain confidentiality, and ensure honest representation. Duty to the Public: Actions should prioritize public interest, aiming for transparency and factual accuracy. Respect for the Media: Working ethically with media to ensure accurate, balanced, and respectful coverage. Photo by Cytonn Photography on Unsplash Framework for Ethical Decision-Making Structured Approach to PR Dilemmas Define the Ethical Conflict: Identify specific issues and values in conflict, providing clarity for resolution. Consider Influential Factors: Assess internal and external factors like legal, social, and economic influences. Apply Ethical Principles: Use guiding values and principles to evaluate possible outcomes and decide on actions. Photo by Nathan Dumlao on Unsplash Case Study: Gillette's "The Best Men Can Be" Campaign Navigating Social Issues in Brand Messaging Message Against Toxic Masculinity: Gillette’s campaign encouraged positive male behavior but faced backlash for perceived criticism of masculinity. Polarized Public Reaction: Campaign sparked praise and boycotts, illustrating risks of social issue-driven messaging. Implications for PR Strategy: Highlighting the importance of audience alignment in socially charged campaigns. Photo by Supply on Unsplash  Social Media's Role in PR Ethics Transparency and Rapid Response Challenges Transparency and Risk of Escalation Balancing Speed with Responsiveness Social media’s viral nature can Accuracy Social media enables real-time amplify criticism rapidly, The demand for immediate engagement, essential for complicating response efforts. responses increases risk of ethical transparency during miscommunication or hasty crises. mistakes. Let’s evaluate a case of social media PR: Denver Mayor Mike Johnston’s Reddit AMA Here’s the first one I could find and here’s the second one. What do you notice about Mayor Johnston’s responses? What do you think? In your analysis, does this help the mayor? Could it hurt him? Referring back to the previous slide, how would you evaluate Mike’s strategy? 17 Case Study: Oreo’s "Dunk in the Dark" Tweet Capitalizing on Real-Time Engagement Quick Response to Super Bowl Blackout: Oreo’s tweet during the 2013 Super Bowl blackout became an iconic example of real- time marketing. Positive Public Engagement: The witty, timely tweet received widespread praise, demonstrating Oreo’s cultural relevance. Benefits of Agility in PR: Oreo’s success shows the value of responsiveness and creative, audience-aligned engagement. Photo by insung yoon on Unsplash AI’s Impact on PR Ethics Opportunities and Challenges Enhanced Data Analysis: AI enables in- depth data analysis, helping PR teams understand public sentiment more precisely. Personalized Communication: AI allows for targeted messaging, improving relevance and transparency with diverse audiences. Risks of Bias and Impersonality: AI may perpetuate biases and lacks empathy, which can lead to ethical challenges in crisis situations. Photo by Markus Winkler on Unsplash Case Study: Vanderbilt University AI Crisis Response Ethical Concerns in Automated Communication Context of the Crisis: Vanderbilt University used an AI-generated message to address a tragic event, sparking public backlash. Criticism of Impersonality: The AI- generated message was seen as insensitive, highlighting risks of automation in crises. Importance of Human Empathy: The case underscored the need for genuine, empathetic communication in sensitive situations. Photo by Markus Winkler on Unsplash Conclusion: Ethics in PR Upholding Integrity in Modern PR Practice Building Trust through Ethics: Ethical PR practices foster trust, essential for sustainable client and public relationships. Adapting to New Ethical Challenges: Social media and AI introduce complexities that require thoughtful, ethical approaches. Commitment to Transparency: Transparency and accountability remain foundational for PR ethics in any context. Photo by Nathan Dumlao on Unsplash