JOURN 4256 1st Edition Lecture 4 Outline of Last Lecture I. Multicultural Nationa. Areas of diversityII. Demographic groupsa. Hispanicsb. African Americansc. Asian Americansd. Generation Ye. Baby Boomersf. Seniorsg. Womenh. LGBT III. Cultural sensitivityIV. Honda exampleOutline of Current Lecture V. PR NewsVI. Ethicsa. Professional PR organizations b. Areas of ethical concerns VII. Examples Current LectureIn 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 colorsThese 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 outragedJCPenney, 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 situationEthics 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 aboundProfessional 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 CommunicatorsCodes 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 issuesOther 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 full-page