slides to accompany october 1, 2013, prstudchat

7
PRSA Member Statement of Professional Values This statement presents the core values of PRSA members and, more broadly, of the public relations profession. These values provide the foundation for the Member Code of Ethics and set the industry standard for the professional practice of public relations. These values are the fundamental beliefs that guide our behaviors and decision-making process. We believe our professional values are vital to the integrity of the profession as a whole. Part 1-a

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Page 1: Slides to accompany October 1, 2013, PRStudChat

PRSA MemberStatement of Professional Values

This statement presents the core values of PRSA members and, more broadly, of the public relations profession.

These values provide the foundation for the Member Code of Ethics and set the industry standard for the professional practice of public relations.

These values are the fundamental beliefs that guide our behaviors and decision-making process.

We believe our professional values are vital to the integrity of the profession as a whole.

Part 1-a

Page 2: Slides to accompany October 1, 2013, PRStudChat

PROFESSIONAL VALUES

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

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

EXPERTISEWe acquire and responsibly use specialized knowledge & experience. We advance the profession through continued professional development, research & education. We build mutual understanding, credibility & relationships among a wide array of institutions and audiences.

INDEPENDENCEWe provide objective counsel to those we represent. We are accountable for our actions.

LOYALTYWe are faithful to those we represent, while honoring our obligation to serve the public interest.

FAIRNESSWe deal fairly with clients, employers, competitors, peers, vendors, the media &the general public. We respect all opinions & support the right of free expression. Part 1-b

Page 3: Slides to accompany October 1, 2013, PRStudChat

PROVISIONS OF CONDUCT

FREE FLOW OF INFORMATIONProtecting & advancing free flow of accurate & truthful information essential to serving the public interest & contributing to informed decision making in a democratic society.

COMPETITIONPromoting healthy & fair competition among professionals preserves an ethical climate while fostering a robust business environment.

DISCLOSURE OF INFORMATIONOpen communication fosters informed decision making in a democratic society.

SAFEGUARDING CONFIDENCESClient trust requires appropriate protection of confidential and private information.

CONFLICTS OF INTERESTAvoiding real, potential or perceived conflicts of interest builds the trust of clients, employers & the publics.

ENHANCING THE PROFESSIONPublic relations professionals work constantly to strengthen the public's trust in the profession. Part 1-c

Page 4: Slides to accompany October 1, 2013, PRStudChat

Ivy Ledbetter Lee, “Declaration of Principles” (1906)(excerpt)

"This is not a secret press bureau. All our work is done in the open. We aim to supply news.

"This is not an advertising agency. If you think any of our matter ought properly to go to your business office, do not use it.

"Our matter is accurate. Further details on any subject treated will be supplied promptly, and any editor will be assisted most carefully in verifying directly any statement of fact. ...

"In brief, our plan is frankly, and openly, on behalf of business concerns and public institutions, to supply the press and public of the United States prompt and accurate information concerning subjects which it is of value and interest to the public to know about."

Page 5: Slides to accompany October 1, 2013, PRStudChat

Use of Case Studies

Headline Test

Loyal opposition or Devil’s Advocate - Assume perspective of stakeholders (not necessarily your own view)

Research/Logic

Powerful Allies – Get someone else to champion the cause or to join you

Provide Viable Alternatives/Choices

http://prsay.prsa.org/index.php/2013/01/22/why-and-how-senior-public-relations-officers-raise-ethical-concerns/

RAISING THE ISSUE - TECHNIQUES

Page 6: Slides to accompany October 1, 2013, PRStudChat

ETHICS QUIZ

During a media interview, your CEO misstates a key fact about your firm’s product capability, making it sound far more advanced than it really is. 

It was purely an accident and was not intended to mislead, but the fact is now part of the published story. 

What should you do?

A. Nothing. It is too late to fix.B. Send a letter to the editor asking for a printed

correction.C. Send a notice to your customers making them

aware of the mistake.D. Both B & C above.

Page 7: Slides to accompany October 1, 2013, PRStudChat

Ethics is hot! Buy me some ethics!!!