Ethics Ethics defined The study of the nature of morals and the moral choices made by individuals in their relationships with others. The value system by which a person determines what is right or wrong, fair or unfair, just or unjust. (Book) Rules or standards governing the conduct of the members of a profession. The study of moral conduct Methodology&emdash;rational inquiry Overall purpose&emdash;the attainment of truth In contrast with science&emdash;based on norms and values; in the realm of philosophy. human behavior v. conduct or moral behavior Ethics examines value concepts and assumptions for validity, social relevance "Successful solution of the problems that face us requires a clear understanding of the fundamental values that must be realized if civilization is to progress or even survive." Expanded definition The systematic inquiry into people's conduct with the purpose of discovering the rules that ought to govern human action. 2 main questions of ethics 1. What is right (or wrong)? a. What about the action makes it right? b. utilitarian theory The goodness of consequences renders actions right 2. What is good (or bad, evil)? a. extrinsic or instrumental goods pursued not for their own sake but for what they lead to. b. some instrumental goods come to be valued as an intrinsic good. Speaking Out Larry Speakes, press secretary to President Ronald Reagan Geneva summit&emdash;Nov. 19-21, 1985 Don Regan angers many women News blackout Suggested by Sec. of State George Schultz, until summit end Reagan authorized  Larry Speakes' comment: "In retrospect it was clearly wrong to take such liberties. Certainly Reagan would not have disavowed the words, but the Soviets could have said they never heard anything like that. Luckily, the Russians didn't dispute the quotes, and I had been able to spruce up the President's image by taking a bit of liberty with my P.R. man's license." PRSA Code of Ethics Free Flow of Information: 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. … Guidelines: A member shall: … Be honest and accurate in all communications. Act promptly to correct erroneous communications for which the practitioner is responsible. PR practitioners Make decisions In the public interest In the employer's interest In accordance with code of ethics That satisfy their personal values Standards Professionals calling for standards for the performance of public relations Standards designed to maintain an organization's long-range stability and harmony with a changing social environment. Such standards require: Open & honest communication All people have the right to accurate information in relation to decisions which will directly affect their welfare and to have the opportunity to have their opinions heard. A commitment to fairness (golden rule) Continual communications Adjustment to public opinion for longevity in the social system.. Two-way symmetrical model Hamilton and Seymour say is most ethical. It allows for input from all affected publics and for negotiations about policy decisions. Ongoing dialogue necessary to reach consensus so organization's actions gain legitimacy. Management principles 4 of 6 by Arthur Page: Tell the truth. Prove it with action. Listen to the customer. Manage for tomorrow. Responsibility to whom? Public relations must keep management constantly aware of the institution's responsibility to all its publics. (Media; community) Before participating in a campaign, ask whether the attitude change will benefit the involved publics. PRSA Code of Ethics: Serving the public interest; Aid informed debate; Adhering to standards of accuracy& truth; Be honest & accurate in all communication; Preserve the integrity of the process of communication. Scholars: The basic responsibility of mass communication is to turn out the highest quality, fair, and truthful product: awareness of public's needs and interests. Emphasize the individual sense of responsibility of the communicator as a public servant and as a professional, quite apart from any obligation to the business that employs him or her. Ethics and the Law Eastern Railroad Presidents v. Conference v. Noerr Motor Freight Third-party technique When a party with a vested interest generates publicity made to appear as spontaneously expressed views of independent persons and civic groups. Grassroots lobbying Taking a publicity campaign to the people, urging them to contact lawmakers, executive or law-enforcers for change or maintenance of laws. Why covered by Bill of Rights? "In a representative democracy such as this, these branches of government act on behalf of the people and, to a very large extent, the whole concept of representation depends upon the ability of the people to make their wishes known to their representatives." Right of petition First Amendment: "Congress shall make no law respecting an establishment of religion or prohibiting the free exercise thereof, or abridging the freedom of speech, or of the press, or of the people peaceably to assemble and to petition the government for a redress of grievances." Right to petition: Lobbyists Court: It's not unusual for people to seek laws with an advantage for them and a disadvantage for their competitors. Indeed it is quite probably people with just such a hope of personal advantage (lobbyists) who provide most of the information upon which governments must act. Court re: third-party technique Third-party technique unethical Involved: "deception of the public, manufacture of bogus sources of reference, and distortion of public sources of information…." Deception was "reprehensible," but did not violate Sherman Antitrust Act. PRSA Code of Ethics Disclosure of Information Foster informed decision making in a democratic society A member shall … reveal the sponsors for causes and interests represented. Professionalism Is public relations a profession? Prescribed standards of education Mandatory period of apprenticeship Licensing with state laws governing admission Should practitioners be licensed? Book: pp. 69-71 Accreditation Major effort to improve standards and professionalism PRSA: APR Back to top Back to Lectures Index