Chapters 3-4

Question 1

When discussing ethics in PR, what four things should PR professionals keep in mind when making ethical decisions?

Answer 1

The public interest,
the employer’s self-interests,
the standards of the public relations profession,
their own personal values

Question 2

What does it mean to say that there are “expectations” of a Public Relations practitioner?

Answer 2

Expected to disseminate persuasive info about their client; it still has to be truthful

Question 3

Explain the code of ethics for the PRSA, and why it’s important to have professional standards in the profession

Answer 3

Advocacy, honesty, expertise, independence, loyalty, fairness; disclosure of info, safeguarding confidences, conflicts of interest;
about enhancing education and info not about enforcement;
organizations can help with ethical dilemmas that members may be faced with

Question 4

What does PRSA accreditation entail?

Answer 4

Written/oral exams,
portfolio of work samples;
online preview course,
readiness questionairre

Question 5

What are the ethics in dealing with the news media?

Answer 5

Be honest, maintain credibility, gain trust of journalists;

no gifts except what is included in a media kit

Question 6

What is the difference between PR departments and firms?

Answer 6

Departments- work within organizations; complex/dynamic process
Firms- out-source PR professionals

Question 7

What are the three sources of friction for PR departments within a corporation? Describe why.

Answer 7

Legal- legal staff worried about a public statement causing litigation; conflicts over what/when to release
Ad- funds; ad asks “will it increase sales”, pr asks “will it make friends”
HR- turf battle over who is responsible for employee communications (internal public)