Docsity
Docsity
Prepare for your exams
Prepare for your exams

Study with the several resources on Docsity

Earn points to download
Earn points to download

Earn points by helping other students or get them with a premium plan

Guidelines and tips
Guidelines and tips
Sell on Docsity
Sell on Docsity
Docsity AI
Docsity AI
Log inSign up

Prepare for your exams

Study with the several resources on Docsity

Find documents

Prepare for your exams with the study notes shared by other students like you on Docsity

Search for your university

Find the specific documents for your university's exams

Docsity AINEW

Summarize your documents, ask them questions, convert them into quizzes and concept maps

Explore questions

Clear up your doubts by reading the answers to questions asked by your fellow students

Earn points to download

Earn points by helping other students or get them with a premium plan

Share documents
download point icon20 Points

For each uploaded document

Answer questions
download point icon5 Points

For each given answer (max 1 per day)

All the ways to get free points
Get points immediately

Choose a premium plan with all the points you need

Study Opportunities

Choose your next study program

Get in touch with the best universities in the world. Search through thousands of universities and official partners

Community

Ask the community

Ask the community for help and clear up your study doubts

Free resources

Our save-the-student-ebooks!

Download our free guides on studying techniques, anxiety management strategies, and thesis advice from Docsity tutors

ETHICS IN PUBLIC RELATIONS, Study notes of Public Relations

Jinnah University for Women (JUW)Public Relations

This document explains ethics in Public Relations (PR), including moral principles, ethical systems, and professional behavior. It highlights PR codes like the PRSA Code of Ethics, the difference between ethical professionals and technicians, and how to handle media and crises honestly. It also covers how public opinion and persuasion should be done with truth, credibility, and respect

Typology: Study notes

2024/2025

Available from 06/26/2025

tooba-tariq
tooba-tariq ๐Ÿ‡ต๐Ÿ‡ฐ

5 documents

1 / 6

Toggle sidebar

This page cannot be seen from the preview

Don't miss anything!

bg1
11. Public Relations Ethics โ€“ Meaning & Framework
Answer:
Ethics in PR refers to the system of moral principles that guide professional behavior. PR ethics
help practitioners decide what is right or wrong when communicating with the public, clients, and
media.
Types of Ethical Systems:
โ—Absolutist (Judeo-Christian): Morals based on religious teachings.
โ—Secular Humanism: Strong moral values without religious commitment.
โ—Utilitarianism: Choosing what benefits the most people.
โ—Positivism: Society defines what is morally acceptable.
Real-Life Examples:
1. A PR firm refusing to promote a product with false health claims.
2. NGO publicly apologizing after accidentally sharing misleading data.
3. A company stopping a campaign deemed culturally insensitive.
โœ… 12. PRSA Code of Ethics
Answer:
The Public Relations Society of America (PRSA) developed a code to maintain high ethical
standards among PR professionals.
Key Principles:
โ— Truth, accuracy, fairness
โ— Respect for the dignity of all people
โ— Responsibility to public interest
โ— Continuous improvement through education
Standards Include:
pf3
pf4
pf5

Partial preview of the text

Download ETHICS IN PUBLIC RELATIONS and more Study notes Public Relations in PDF only on Docsity!

11. Public Relations Ethics โ€“ Meaning & Framework

Answer: Ethics in PR refers to the system of moral principles that guide professional behavior. PR ethics help practitioners decide what is right or wrong when communicating with the public, clients, and media. Types of Ethical Systems: โ— Absolutist (Judeo-Christian): Morals based on religious teachings. โ— Secular Humanism: Strong moral values without religious commitment. โ— Utilitarianism: Choosing what benefits the most people. โ— Positivism: Society defines what is morally acceptable. Real-Life Examples:

  1. A PR firm refusing to promote a product with false health claims.
  2. NGO publicly apologizing after accidentally sharing misleading data.
  3. A company stopping a campaign deemed culturally insensitive.

โœ… 12. PRSA Code of Ethics

Answer: The Public Relations Society of America (PRSA) developed a code to maintain high ethical standards among PR professionals. Key Principles: โ— Truth, accuracy, fairness โ— Respect for the dignity of all people โ— Responsibility to public interest โ— Continuous improvement through education Standards Include:

โ— Fair treatment of clients and competitors โ— Avoiding harmful practices Real-Life Examples:

  1. A PR agency correcting inaccurate info in a published article.
  2. Apologizing and retracting statements that unintentionally harmed a competitor.
  3. Using verified sources only during crisis response.

โœ… 13. Professionalism vs. Technician Mentality

Answer: Professionals prioritize ethics, while technicians may just โ€œdo the job.โ€ Ethical PR professionals maintain independence and put public interest first. Traits of a Professional: โ— Responsibility to society โ— Concern for ethics and standards โ— Long-term thinking over short-term gains Real-Life Examples:

  1. A PR manager refusing to hide product flaws for a client.
  2. Walking away from a client asking for unethical PR tactics.
  3. Proposing an honest communication plan after layoffs.

โœ… 14. Ethical Conduct Guidelines in Practice

Answer: PR professionals face ethical choices daily. Ethics guide honesty, fairness, and respect in communication. Guidelines:

  1. Define the problem
  2. Research
  3. Set objectives
  4. Identify target audience
  5. Plan and execute
  6. Evaluate outcomes Real-Life Examples:
  7. Red Cross campaign to increase donations after a disaster.
  8. Workplace wellness campaign to boost employee morale.
  9. Launching a new brand after identifying market gaps.

โœ… 17. Setting Objectives & Evaluation

Answer: Clear objectives help guide a PR campaign and evaluate its success. Types of Objectives: โ— Informational: Spread knowledge (e.g. launch news) โ— Motivational: Change opinions or behaviors (e.g. stop smoking) Evaluation Techniques: โ— Media coverage tracking โ— Surveys and feedback โ— Engagement metrics Real-Life Examples:

  1. Survey after blood donation drive to measure behavior change.
  2. Counting event attendance vs. targets.
  1. Tracking retweets and shares after a campaign launch.

โœ… 18. Public Opinion and Persuasion

Answer: Public opinion is the collective view of a group and is influenced by opinion leaders and media. Key Points: โ— PR professionals guide and interpret public opinion. โ— Opinion flows from influencers to the masses. โ— Media creates awareness, not beliefs. Real-Life Examples:

  1. #MeToo movement shaped by influential voices and public support.
  2. Health experts during COVID shaping behavior through media.
  3. Fashion trends pushed by bloggers and YouTubers.

โœ… 19. Source Credibility in Persuasion

Answer: A message is more persuasive if the source is credible, expert, and sincere. Credibility Factors: โ— Expertise : Do they know the subject? โ— Sincerity : Are they trustworthy? โ— Charisma : Are they engaging? Real-Life Examples:

  1. Doctors promoting vaccination in health PR.
  2. Elon Musk announcing product launches.