Erika Brewington’s Blog



Reading Notes: Chapter 3

Notes from Public Relations: Strategies and Tactics 9th Edition by Dennis L. Wilcox and Glen T. Cameron

Ethics and Professionalism

  • what is ethics? according to the book Methods of Analysis, “Ethics is concerned with how we should live our lives. It focuses on questions about what is right or wrong, fair or unfair, caring or uncaring, good or bad, responsible or irresponsible, and the like.”
  • Three Basic Value Orientations:
  1. absolute- every decision is either right or wrong
  2. existential- decided on the basis of immediate practical choice; “never say never”
  3. situational- decisions are based on what would cause the least harm or the most good
  • The Role of Professional Organizations- PR organizations are working to further develop the standards of ethical, professional PR practice. Some of these groups include The Public Relations Society of America, The International Association of Business Communicators, and The International Public Relations Association.
  • PRSA’s Code of Ethics includes 6 core values: advocacy, honesty, expertise, independence, loyalty, and fairness.
  • National PR groups have programs designed to advance the professionalism of PR including:
  1. working with universities to standardize curricula
  2. implementing research projects
  3. recognizing outstanding practitioners who mentor and serve as role models
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