PBRL 270 1st Edition Lecture 6 Outline of Last Lecture I. Movie: The Image MakersOutline of Current Lecture I. EthicsII. Decision-Making III. Front GroupsCurrent LectureI. Ethics- Ethics is the value system by which a person determines what is right or wrong, fair or unfair, just or unjust. Expressed through moral behavior in specific situations.- PR practitioners must consider…- Interest of publics- Employer - Professional organization code of ethics- Personal values- Can we be ethical advocates?- Credibility – what people think of us; how they perceive us; our image- Ethics – what kind of people we are inside; our substanceII. Decision-Making- What governs ethical decision-making?- Tradition – what’s been done in the past?- Public Opinion – what’s socially acceptable?- Law - what is legally prohibited?- Morality – internal, spiritual, religious guidelines- Ethics – personal beliefs based on conscience and standards of the profession (Professional Code of Ethics)- 3 basic orientations- Absolute – black or white; no grey- Existential – practical decision making- Situational - what does the least harm or most good- More intuitive or familiar value orientations- The Golden Rule – do unto others as you would have them do unto you- The Gut Test – Trust your gut feelingThese 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.- The Headline Test – if it was going to be the headline tomorrow, would you still do it?- What is my personal/professional/social purpose in pursuing this decision?- Who will be affected by my decision? (stakeholders)- What are short and long term consequences?- Can I clearly and fully justify my thinking and decision to colleagues?- Considerations- Public interest- Employer’s interests- Personal values- Standards of the professionIII. Front Groups- It is the responsibility of the public relations professional to disclose the funding and identity of individuals who claim to be “citizen groups”, but actually represent the disguised interests of their actual