JOURN 4256 1st Edition Lecture 4 Outline of Last Lecture I Multicultural Nation a Areas of diversity II Demographic groups a Hispanics b African Americans c Asian Americans d Generation Y e Baby Boomers f Seniors g Women h LGBT III Cultural sensitivity IV Honda example Outline of Current Lecture V PR News VI Ethics a Professional PR organizations b Areas of ethical concerns VII Examples Current Lecture In PR news Pro marijuana group urges NFL to let players smoke Five billboards outside of MetLife Stadium in New Jersey Said that marijuana does less damage to the body than football Erected in team colors These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute Put out by the Marijuana Policy Project Marijuana is prohibited under NFL s substance abuse policy Is this the right tactic timing to get point across Coke un American Commercial singing America The Beautiful in different languages People were outraged JCPenney drunken tweets Tweeted things about the Super Bowl that made little sense Was actually a campaign to sell mittens Was it effective Cruise ship hit by norovirus Flu like symptoms hundreds of passengers hit Caribbean Princess sent out a statement have not promised refunds or the like What should the cruise lines do and why Ethics No specific rules on ethics Framework for evaluating problems and deciding what to do Should align with accepted societal norms and cultural values Bottom line Addresses questions about how we should behave based on right and wrong Values central beliefs that determine how we will behave in a situation Ethics in PR PR professionals have to make ethical decisions based on The public interest The employer s self interests Standards of the public relations profession Personal values Imagine you are a top PR person and your client puts you in an ethical dilemma i e you re a spokesperson for the NFL and you have to deal with the concussion issue Come up with a way to defend the NFL when concussions abound Professional PR organizations Public Relations Society of America PRSA Public Relations Student Society of America PRSSA The International Association of Business Communicators IABC National Association of Broadcast Communicators Codes of conduct Various groups have endorsed codes of conduct for specific situations and issues including the distribution of Financial info video news releases internet transparency cannot put false info on the internet corporate practice Video news releases You must ID the sponsor client of the VNR to the media According to the National Association of Broadcast Communicators you must make sure that Info is accurate reliable and never intentional false or misleading ID as VNR on the video and in scripts is clear sponsorship must be clearly identified People interviewed ID d by name title affiliation What can you do Education formal training in PR Training continuing education Literature books journals etc Research evaluating programs campaigns Personal code of ethics Dealing with the media Honesty doesn t mean answering every question asks 3 areas of ethical concerns Gifts with journalists Linking ads with news coverage Transparency and disclosure issues Other red flags Anonymous Internet postings and viral marketing Front groups Truth in wartime communications Overstating charges or compensation for work performed What would you do Asked to write a news release about a new energy drink Must include that Mizzou Athletics backs the product and will provide it to their athletes Reality is there has been some contact with Mizzou but no formal endorsement has been made Mention that athletes drink the drink say they are giving the drink out to Mizzou etc You pitch a story to a trade publication that your client s company would make a good feature story Your client is adopting green technology in its buildings and manufacturing centers Trade editor agrees it s a good story but says it s got a better chance to run if you buy a fullpage ad