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Chapter 3 reading notes from: Public Relations Strategies and Tactics

  • Ethics- How we should live our lives. Focussing on questions like what is right or wrong, fair or unfair, caring or uncaring, good or bad, responsible or irresponsible, etc.
  • Three basic value orientations:

               1. Absolute- every decision is right or wrong regardless of the consequences

               2. Existential- choices are not made in a prescribed value system. “Never say never.”

               3. Situational- each decision is based on what would cause the least harm or the most good.

  • Professionalism: 1) A sense of independence. 2) A sense of responsibilty to society and the public interest. 3) Manifest concern for the competence and honor of the profession as a whole. 4) A higher loyalty to the standards of the profession and fellow professionals than to the employer of the moment. The referece point in all public relations activity must be to the standards of the profession and not those of the client  or the employer.
  • Licensing: 1) Define the practiceof public relations. 2) establish uniform educational criteria. 3) Set uniform professional standards. 4)Protect clients and employers from imposters and charlatans. 5) Protect qualified practitioners from unfair competition from the unethical and unqualified. 6) Raise the credibility of public relations practitioners.
  • Accreditation: Practitioners voluntarily go through a process in which they are certified by a natinoal organization saying that they are competent and qualified professionals.
  • Individual Ethics

               1. Be honest at all times.

               2. Convey a sense of business ethics based on your own standards and those of society.

               3. Respect the integrity and position of your opponents and audiences.

               4. Develop trust by emphasizing substance over triviality.

               5. Present all sides of an issue.

               6. Strive for a balance between loyalty to the org. and duty to the public.

               7. Don’t sacrifice long term objectives for short term gains.

Public Relations – Strategies and Tactics 9th Edition

Wilcox and Cameron-


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