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June 2, 2010 / Briana Patrick

Ch. 3: Legal. Ethical. Good Taste.

Chapter 3: Ethics and Professionalism

Three basic value orientations

  1. Absolute:

–          every decision is either right or wrong

  1. Existential:

–          choices are not made in a prescribed value system, but are decided on the basis of immediate practical choice

  1. Situational:

–          every decision is based on what would cause the least harm and the most good

When making ethical decisions:

  • the employers self-interest
  • the standards of the PR profession
  • their personal values
  • the public interest

For a practitioner to be professional they should have….

  • A sense of independence
  • A sense of responsibility to society and the public interest
  • Manifest concern for the competence and honor of the professional and fellow professionals than to the employer of the moment.

Located in New York City with almost 22,000 members organized into 110 chapters nationwide lies The Public Relations Society of America (PRSA) headquarters.

—–The Public Relations Student Society of America (PRSSA) is the parent organization of PRSA

International Association of Business Communicators (IABC)

– The second largest organization

– Almost 15,000 members in 70 nations

Three principle essentials in their code of ethics are:

  • professional communication is legal
  • professional communication is ethical
  • professional communication is in good taste

Book used: Public Relations Strategies and Tactics


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