ADPR 3850 1nd Edition Lecture 5 Outline of Last Lecture I. Brief History of Public RelationsII. Past President’s and Their Beginning to PROutline of Current Lecture III. Ethics and Values Defineda. Absolutism, Existentialism, UtilitarianismIV. Ethics and Professional OrganizationsCurrent LectureEthics and ProfessionalismChapter 3 Public RelationsEthics is a very subjective aspect of PR, because as individuals we have our own opinions. Ethics: standards of conduct which indicates how one should behave based upon moral duties and virtues rising from principles of right and wrong. Values: central beliefs, which determine how we will behave in certain situations. [Honesty, loyalty, integrity, etc.]. Values are applied to determine what is right and what is wrong in a given situation.Public Relations professionals have to take into consideration when they make ethical decisions:- The public’s interest- The employer’s self interest- The standards of the public relations profession- Personal valuesDifferent Approaches to Ethics- Absolutism: things are either completely right or completely wrong. No such thing as grey area.Ex: You cannot exaggerate the qualities of a product if your client asked you to. - Existentialism: We determine how far something can go before it becomes dishonest or unethical.We can pick our spots on the continuum & “frame the truth in a favorable light”. Calls for a balance between two extremes.- Utilitarianism: The ends justify the means and the goal is to harm the fewest number of people and bring joy to the most. Helping 5 people is better than helping none. The Ethical AdvocatePoint: Some believe “traditional ethics prohibits a person from taking an advocacy role because that person is biased and trying to ‘manipulate’ people”.Counterpoint: Society in general expects public relations people to be advocates. Advocacy efforts must be truthful.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.Ethics and Professional Organizations- Professional organizations strive to educate and preserve the name of public relations and provide guiding standards for the industry.- PRSA, for example. The Public Relations Society of America - they are the largest nationalpublic organization in the world. - The International Association of Business Communicators, (IABC) the second largest organization of communication and public relations professionals. - The International Public Relations Association (IRPA) (London based global org)- These organizations encourage a PR practitioner to “act with honesty and integrity at all times so as to secure the confidence of those with whom the practitioner comes in contact” -First article in the Code of Brussels (IPRA). This is difficult because we all might have different views of integrity and honesty. This can’t really be enforced. These are more like recommendations and not specific standards for how they should behave.- They typically are not enforced in the form of