UT Knoxville PBRL 270 - Ethics and Professionalism in PR (2 pages)

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PBRL 270 1st Edition Lecture 6 Outline of Last Lecture I Movie The Image Makers Outline of Current Lecture I Ethics II Decision Making III Front Groups Current Lecture I 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 substance II 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 feeling 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 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 profession III 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