Comstrat 312 1nd Edition Lecture 10 Outline of Last Lecture 1. Complaints about PR2. Benefits of PR3. What are ethics4. Ethical considerations5. Different ethical opinionsOutline of Current Lecture 1. PRSA code of ethics core principles2. IABC Poll: Practitioners Should3. PRSA Webinar4. Components of profession5. Moving toward a profession6. Regulation and Accreditation Current Lecture1. PRSA code of ethics core principlesa. Who are the primary beneficiaries of professional ethics in PRi. Public relations professionalsii. PR ethics benefits PR practitioners b. Free flow of informationi. Protecting and advancing free flow of accurate, truthful information1. Improper to give expensive race skis to columnists to influence product reviews c. Competitioni. Promoting healthy and fair competition among PR professionalsThese 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. Improper to give inside info to firm competing for organization’s business d. Disclosure of informationi. Open communication fosters informed decision making1. Improper to implement campaign on behalf of undisclosed interest groupe. Safeguarding confidencesi. Client trust requires protection of confidential, private information1. Improper to change jobs and use confidential information in new position f. Conflict of interesti. Avoiding conflicts of interest builds trust of clients, employers, and public1. Improper to fail to inform a prospective client that you represent acompetitor 2. IABC Poll: Practitioners Shoulda. Be honest at all timesb. Convey a sense of ethics to othersc. Respect the positions of you opponentsd. Develop trust by emphasizing substance over trivialityi. Avoid spine. Understand and present all sides of an issuef. Strive for balance between loyalty and dutyg. Don’t sacrifice long-term objectives for short-term gains3. PRSA Webinara. Trust is the key to your organization’s reputationi. And to your reputationb. Success (profits, however you define them) is based on a strong reputationi. Positive public opinions, donations, whatever you work inc. Strong reputations come from doing the right thingi. Hiring a lot of talent, and young people 4. Components of Professiona. Specialized education providing unique knowledge and skillsb. Recognition by community of unique and essential servicec. Body of theory-based knowledge developed through research 5. Moving toward a professiona. Professional societiesi. Codes of ethicsii. Peer-reviewed judicial committeesiii. Standards for membershipb. Growing body of scholarly and professional/technical publicationsc. Education, training and research in many universitiesd. An increase in the status of practitionerse. Increasing public service contributions by practitioners6. Regulation and accreditationa. No formal, governmental regulationsi. Self regulated insteadb. Licensingi. Suggested by Edward L Bernays in 1953ii. Would require state permission/sanction to engage in PR as an occupationiii. No action taken by PRSA to othersc. Accreditationi. Offered separately by PRSA and IABCii. Importance is