PRSSA Ethics Workshop

7/29/2019 PRSSA Ethics Workshop

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Integrity, Public Trust, & Reputation

Joan WitteSeptember 17, 2013



Chapter Online Resources

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Be Recognized:

Take the Quiz!



National Complete Toolbox

Resources:• Code of Ethics

• ProfessionalStandards

Advisories

• Training

• Comments

• Forums

• Blogs



Shades of Gray

There isn’t always

a clear right or

wrong, only “best” answers

PRSA Code of Ethicsprovides guidance.

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Od1sqp4jq2JhNM&tbnid=jTR2DmaLmt0GbM:&ved=0CAUQjRw&url=http://www.docstoc.com/docs/122267433/jeopardy-template-sound-1aTODAY&ei=sHkuUYmVL6nkyQG6loDQAw&psig=AFQjCNGUqhTliIICu1mXlpJn9MM-DfzmwA&ust=1362086611812745





PRSA Code of Ethics: Provisions

Provision Explanation

Free Flow of InformationProtect and advance the free flow of accurate

and truthful information

CompetitionPromote healthy and fair competition among

professionals

Disclosure of Information Foster informed decision-making through opencommunication

Safeguarding Confidences Protect confidential and private information

Conflicts of Interest Avoid real, potential or perceived conflicts of

interest

Enhancing the ProfessionWork to strengthen the public’s trust in the

profession

Translate values in to p r inciples o f ethical pract ice



Ethics Decision-Making Process

• Define the specific ethical issue/conflict

• Identify internal/external factors (e.g.,

legal, political, social, economic) that may

influence the decision• Identify key values

• Identify the parties who will be affected by

the decision and define the public

relations professional’s obligation to each

• Select ethical principles to guide the decision-making process

• Make a decision and justify it



Blending Your Personal &Professional Lives

You are handling a special event for a

client and the public is invited. You post

on Facebook and invite your friends.

You talk about going and talk about

how fun you think the event will be.

You genuinely think it’s going to be a

great time as you have hired an

awesome band and the caterer is one

of the best restaurants in town.

However, you don’t say the event is for

your client.

Is this ethical?



Blending Personal & Professional

Is this ethical? No, it’s a conflict of interest.

1. Create a disclosure page on your website

Profile page links to “Disclosure and Relationships Statement.”

2. Cite the identity of the brand in your profile

List clients or employer in profile.

3. Note before a message/beginning of blog

#spon (sponsored), #paid (paid), #rep (represent),

and #samp (sample).

4. Clarify the blurry lines

Call out conflicts and note personal opinion IMO or IMHO

5. Tag a Video, Audio blog, or Podcast

List in credits

Federal Trade Commission

Truth in Advertising

“Clear and Conspicuous”

.com Disclosures



Reputation Management

Server takes a picture of the

receipt and uploads to Reddit,

showing the customer name.

Applebee’s manager posts a

customer review on Facebook.

The customer name is shared.

• Were any ethic codes violated?

• What would you say/do if you were Applebee’s socialmedia lead?

2 WEEKS LATER…

Another customer, a Pastor

writes a snarky note on a receipt



Reputation Management

41,000+ negative comments in a day!

What they did wrong…(they didn’t enhance our profession!)

• Violated customer privacy (safeguarding confidences)

• Deleted their positive customer testimonial (free flow of information)

• Fired the employee

• Posted on their status• Deleted negative posts

• Posted same comment over and over on complaints

• Argued with people commenting

Is this ethical? No, for bunches of reasons!



Status Check

I can’t believe my boss gaveJohn the promotion over me, I

am way more qualified, and so

are a bunch of us. Maybe all of

us with more experience should

just quit and see what happens

to the place.”

I can’t stand it here. My best friendwas in a car crash today, but my

manager said I couldn’t leave until

my shift was over. She is such a

jerk! Clearly she doesn’t care about

his workers.

My boss is a real jerk and everyone

here hates working for him! Maybe

we should tell his boss and see if wecan get her to change his attitude.

Joe in the cubicle next to me grinds his

teeth so loud, it is driving me crazy! I’mabout to whack him upside the head

with my keyboard.

l b l



National Labor & EmploymentBoard

I can’t believe my boss gave

John the promotion over me, I

am way more qualified, and so

are a bunch of us. Maybe all of

us with more experience

should just quit and see whathappens to the place.”

I can’t stand it here. My best friend

was in a car crash today, but my

manager said I couldn’t leave until

my shift was over. She is such a

jerk! Clearly she doesn’t care

about his workers.

My boss is a real jerk and everyone

here hates working for him! Maybe

we should tell his boss and see if wecan get her to change his attitude.

Joe in the cubicle next to me grinds

his teeth so loud, it is driving mecrazy! I’m about to whack him

upside the head with my keyboard.



Illegal Recordings

Use of Interns

Plagiarism

Looking the Other Way

Intellectual Property

Video News Release

Environmental Claims

Conflicts of Interest

Professional Standards Advisories

Pay for Play

Front Groups

Speakers Disclosure

War Time Truths

Performance

Overstating Charges

Co-located Agency Staff

Disclosure

Inflating Credentials

http://www.prsa.org/AboutPRSA/Ethics/Resources/



Questions?

Documents

PRSSA Ethics Workshop