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7/29/2019 PRSSA Ethics Workshop
http://slidepdf.com/reader/full/prssa-ethics-workshop 1/14
Integrity, Public Trust, & Reputation
Joan WitteSeptember 17, 2013
7/29/2019 PRSSA Ethics Workshop
http://slidepdf.com/reader/full/prssa-ethics-workshop 2/14
Chapter Online Resources
1
2
3
Be Recognized:
Take the Quiz!
7/29/2019 PRSSA Ethics Workshop
http://slidepdf.com/reader/full/prssa-ethics-workshop 3/14
National Complete Toolbox
Resources:• Code of Ethics
• ProfessionalStandards
Advisories
• Training
• Comments
• Forums
• Blogs
7/29/2019 PRSSA Ethics Workshop
http://slidepdf.com/reader/full/prssa-ethics-workshop 4/14
Shades of Gray
There isn’t always
a clear right or
wrong, only “best” answers
PRSA Code of Ethicsprovides guidance.
7/29/2019 PRSSA Ethics Workshop
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PRSA Code of Ethics: Provisions
Provision Explanation
Free Flow of InformationProtect and advance the free flow of accurate
and truthful information
CompetitionPromote healthy and fair competition among
professionals
Disclosure of Information Foster informed decision-making through opencommunication
Safeguarding Confidences Protect confidential and private information
Conflicts of Interest Avoid real, potential or perceived conflicts of
interest
Enhancing the ProfessionWork to strengthen the public’s trust in the
profession
Translate values in to p r inciples o f ethical pract ice
7/29/2019 PRSSA Ethics Workshop
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Ethics Decision-Making Process
• Define the specific ethical issue/conflict
• Identify internal/external factors (e.g.,
legal, political, social, economic) that may
influence the decision• Identify key values
• Identify the parties who will be affected by
the decision and define the public
relations professional’s obligation to each
• Select ethical principles to guide the decision-making process
• Make a decision and justify it
7/29/2019 PRSSA Ethics Workshop
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Blending Your Personal &Professional Lives
You are handling a special event for a
client and the public is invited. You post
on Facebook and invite your friends.
You talk about going and talk about
how fun you think the event will be.
You genuinely think it’s going to be a
great time as you have hired an
awesome band and the caterer is one
of the best restaurants in town.
However, you don’t say the event is for
your client.
Is this ethical?
7/29/2019 PRSSA Ethics Workshop
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Blending Personal & Professional
Is this ethical? No, it’s a conflict of interest.
1. Create a disclosure page on your website
Profile page links to “Disclosure and Relationships Statement.”
2. Cite the identity of the brand in your profile
List clients or employer in profile.
3. Note before a message/beginning of blog
#spon (sponsored), #paid (paid), #rep (represent),
and #samp (sample).
4. Clarify the blurry lines
Call out conflicts and note personal opinion IMO or IMHO
5. Tag a Video, Audio blog, or Podcast
List in credits
Federal Trade Commission
Truth in Advertising
“Clear and Conspicuous”
.com Disclosures
7/29/2019 PRSSA Ethics Workshop
http://slidepdf.com/reader/full/prssa-ethics-workshop 9/14
Reputation Management
Server takes a picture of the
receipt and uploads to Reddit,
showing the customer name.
Applebee’s manager posts a
customer review on Facebook.
The customer name is shared.
• Were any ethic codes violated?
• What would you say/do if you were Applebee’s socialmedia lead?
2 WEEKS LATER…
Another customer, a Pastor
writes a snarky note on a receipt
7/29/2019 PRSSA Ethics Workshop
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Reputation Management
41,000+ negative comments in a day!
What they did wrong…(they didn’t enhance our profession!)
• Violated customer privacy (safeguarding confidences)
• Deleted their positive customer testimonial (free flow of information)
• Fired the employee
• Posted on their status• Deleted negative posts
• Posted same comment over and over on complaints
• Argued with people commenting
Is this ethical? No, for bunches of reasons!
7/29/2019 PRSSA Ethics Workshop
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Status Check
I can’t believe my boss gaveJohn the promotion over me, I
am way more qualified, and so
are a bunch of us. Maybe all of
us with more experience should
just quit and see what happens
to the place.”
I can’t stand it here. My best friendwas in a car crash today, but my
manager said I couldn’t leave until
my shift was over. She is such a
jerk! Clearly she doesn’t care about
his workers.
My boss is a real jerk and everyone
here hates working for him! Maybe
we should tell his boss and see if wecan get her to change his attitude.
Joe in the cubicle next to me grinds his
teeth so loud, it is driving me crazy! I’mabout to whack him upside the head
with my keyboard.
l b l
7/29/2019 PRSSA Ethics Workshop
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National Labor & EmploymentBoard
I can’t believe my boss gave
John the promotion over me, I
am way more qualified, and so
are a bunch of us. Maybe all of
us with more experience
should just quit and see whathappens to the place.”
I can’t stand it here. My best friend
was in a car crash today, but my
manager said I couldn’t leave until
my shift was over. She is such a
jerk! Clearly she doesn’t care
about his workers.
My boss is a real jerk and everyone
here hates working for him! Maybe
we should tell his boss and see if wecan get her to change his attitude.
Joe in the cubicle next to me grinds
his teeth so loud, it is driving mecrazy! I’m about to whack him
upside the head with my keyboard.
7/29/2019 PRSSA Ethics Workshop
http://slidepdf.com/reader/full/prssa-ethics-workshop 13/14
Illegal Recordings
Use of Interns
Plagiarism
Looking the Other Way
Intellectual Property
Video News Release
Environmental Claims
Conflicts of Interest
Professional Standards Advisories
Pay for Play
Front Groups
Speakers Disclosure
War Time Truths
Performance
Overstating Charges
Co-located Agency Staff
Disclosure
Inflating Credentials
http://www.prsa.org/AboutPRSA/Ethics/Resources/