PUBLIC RELATION MANAGEMENT AND ETHICS

INTRODUCTION
Public relations is a management function which tabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance.  The work of PRM is managing the goals of public and subordinating it with the organizational goals.

DEFINITIONS

PUBLIC RELATION: is the practice of managing communication between an organization and its public. PUBLIC RELATION MANAGEMENT:. It is a management of relationships between an organization and its public. MANAGEMENT ETHICS: Ethics is simply learning what is right and what is wrong and then doing the right thing.

CONTD…….
 It

simply means managing public locally and globally.  It is a broadly recognized, widely-implemented strategy for managing and nurturing a company’s interactions with public and survival prospects.

BENEFITS OF A GOOD PRM
Recognized Brand Name.  Improved image (goodwill)  Increase in Market Share.  Increase in Sales.  Improvement in Productivity and Quality.  Hence, results in Increase in Profits.

INTRO TO MANAGEMENT ETHICS

The profession of business ethics has long needed a highly practical resource that is designed particularly for leaders and managers. Unfortunately, far too many resources about business ethics end up being designed primarily for philosophers, academics and social critics. Ethics simply involves learning what is right or wrong, and then doing the right thing.

MYTHS ABOUT BUSINESS ETHICS
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Business ethics is more a matter of religion than management . Our employees are ethical so we don't need attention to business ethics. Business ethics is a discipline best led by philosophers, academics and theologians. Ethics can't be managed. Our organization is not in trouble with the law, so we're ethical. Business ethics and social responsibility are the same thing.

BENEFITS OF MANAGING ETHICS IN WORKPLACE
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Attention to business ethics has substantially improved society. Ethics programs cultivate strong teamwork and productivity. Ethics programs support employee growth and meaning. Ethics programs help avoid criminal acts “of omission” and can lower fines. Ethics programs promote a strong public image.

PROFESSIONAL CODE: PUBLIC RELATION CODE OF ETHICS

Adopted by the public relation society of India on April 21,1968 at the All India Public Relations Conference. The following PR Code of Ethics presents the core values of PRSA members and of pr profession. These values provide the foundation for the Member Code of Ethics and set the industry standard for the professional practice of public relations.

CODES OF CONDUCT
Code of Ethics – Advocacy:
 

We serve the public interest by acting as responsible advocates for those we represent. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate.

Code of Ethics – Honesty:

We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.

CONTD….
Code of Ethics – Loyalty: We are faithful to those we represent, while honoring our obligation to serve the public interest. Code of Ethics – Expertise:
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We acquire and responsibly use specialized knowledge and experience. We advance the profession through continued professional development, research, and education. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences.

CONTD…….
Code of Ethics – Independence:
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We provide objective counsel to those we represent. We are accountable for our actions. Code of Ethics – Fairness: We deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. We respect all opinions and support the right of free expression

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REASONS FOR ESTABLISHING PROFESSIONAL STANDARDS Corresponds to basic human needs and
compel the organization to be ethically oriented.

Standards create goodwill and credibility with the public Professional standards give management credibility with the Internal Public.

CONCLUSION
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Hence PRM is equally imp for any organization as much as making Profit. No company can survive without taking together its ASSESTS and moving further. Ethics is simply learning to do the right thing in a right manner.

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