Comstrat 312 1nd Edition Lecture 9 Outline of Last Lecture 1. In-house PR department vs PR agency2. Pros and cons of using large PR firms3. In-house PR departments: Staff v LineOutline of Current Lecture 1. Complaints about PR2. Benefits of PR3. What are ethics4. Ethical considerations5. Different ethical opinionsCurrent Lecture1. Complaints about PRa. Deceptiveb. May encourage harmful activitiesc. Contributes to product costd. Reduces competition and creates barriers to market entry 2. Benefits of PRa. Advocates organizational adjustment and adaptationb. Contributes to an informed pubic by making all points of view knownc. Aids in problem-solving processes including conflict resolution d. Serves a media support functione. Benefits of PR as marketing communicationi. Promoted competition and makes new brand entry possibleii. Results in consumer awareness of products and servicesiii. Supports mediaThese 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.1. True for advertising in particular2. Without advertising we have no media, unless people want to pay3. What are ethicsa. Definitioni. Moral philosophy, values and dealing with moral duty or obligation1. Conforming to professional standardsii. Ethics concern questions of right or wrong, fair or unfair, good or bad, responsible or irresponsible1. Jaska and pritchiii. Ethical questions often raise issues related to trust and reputationiv. Questionable behavior begs the question1. Can I trust your organization at alla. Silverman b. Practitioners must balance or saisfy:i. The public’s interestii. Employers’ and clients’ expectationsiii. Professional codes of ethicsiv. Their own personal values c. Ethical dilemmai. Crisis due to unresolved differences concerning an issue or problemd. Ethical lapsei. Practitioner behavior that fails to apply ethical standards 4. Ethical considerationsa. Many ethical dilemmas concern the truthb. Personal ethics usually begin where laws endi. It may be legal, but it is ethicalc. If an action is legal many practitioners also consider it ethical d. Some questions to consideri. Who are we trying to influence and whyii. What do we have to say in order to win5. Different ethical opinionsa. A practitioner’s job is to serve as a client mouthpiece regardless of personal viewsb. I can work for clients/employers holding opinions at variance with my own as long as they don’t affect my workc. You should quit or decline jobs that are counter to you personal
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