Ethics and PR General Principles Act in the Public Interest Use Honesty and Integrity as your Guide You

cannot get work with out it PRSA Values Advocacy Give our organization a voice Honesty We are honest to both sides, employers and public Expertise Get education about how to be a PR representative Independence Working for neither the company or the public but both simultaneous Loyalty Faithful to those you represent Fairness Allow others to disagree and have a voice while advocating for your clients voice PRSA Code of Conduct Core principle Protecting and advancing the free flow of accurate and truthful information is essential to serving the public interest and contributing to informed decision making in a democratic society. Competition preserve the trust of information that might harm a client in the future Disclosure: Be honest with information needed for responsible decision making. Don't send out information that is untruthful or hold back information that skews people's understanding. Safeguarding Confidences: Protect confidential information. Conflict of Interest Don't represent competing companies or interests Enhancing the Profession Build the respect and credibility with the public for the profession. Decision making Process Define the Ethical conflict Identify internal and external factors that influence the issue Identify the key values Identify the audience who will be affected by the decision and define the obligation Select the ethical principles to guide your decision Make your decision and justify it What are Ethics The discipline dealing with what is good and bad and with moral duty and obligation.

Ethics Depends on Morality Doing something good requires a definition of good. Utilitarian: Good is whatever is best for the greatest number Relativistic: What is good for you is your individual preference. Objective: What is right and good is defined outside of each individual by a universal measurement. Christians and PR Your ethics need to stem from your worldview Your worldview stems from you belief about reality Your answers define your worldview ...which impacts your commitment to ethical behavior Consider... The nature of world of is physical and spiritual Humans are created in the image of God, deserving of value simply by design There is a God The nature of reality is that we currently experience something that is really happening for all of us Philippian 4:8 Mark 12:30-31