Comm 303 Verified Answers
Professional Ethics ️the right conduct is translated into formal codes of ethics and professional
conduct. Behind the code of conduct is the principle that ones actions must be for the greatest good for
both the client and community.
The imperative of Trust ️en...
Comm 303 Verified Answers
Professional Ethics ✔️the right conduct is translated into formal codes of ethics and professional
conduct. Behind the code of conduct is the principle that ones actions must be for the greatest good for
both the client and community.
The imperative of Trust ✔️entrust your health and wellbeing to doctors and nurses. Entrust your
wealth to an attorney. Entrust yourself and possessions to the financial advisor. This is a fiduciary
relationship.
primary purpose of establishing a code of ethics ✔️The primary purpose for establishing a professional
code of ethics and standards is to protect the clients!
3 negatives of PR ✔️1. Promotes special interests at the cost of public wellbeing
2. Clutters communication channels of communication with "noise"- pseudo events and packaged news
3. Corrodes channels of communication with cynicism and credibility gaps.
To be a profession, practitioners must operate as moral agents in society
Ethical professionalism practice requires ✔️placing public service and social responsibility over
personal gains and private special interest.
Indicators of professional status ✔️1. Body of knowledge - educational preparation with theory and
research
2. Recognition by the community as providing a unique and essential service
3. Autonomy in practice and acceptance of personal responsibility
4. Code of ethics and standards enforced by a self-governing association of colleges
Edward L Bernays ✔️taught first course at NYU and book "crystalizing public opinion" 1923
Licensing and accreditation ✔️Bernays argued for licensing in 1953. He wanted to exclude those who
are not qualified.
, legal considerations ✔️because of our first amendment freedom of expression and there is no
compelling state interest to regulate the occupation to protect society.
Accreditation is the alternative to licensure ✔️PRSA has APR and IABC has ABC. Earn 20 percent more.
Encourages professionalism.
PRSA ✔️the largest professional organization- 20k members in 116 chapters. Traces roots to 1947
1961 merged with America public relations association.
Many specialized associations ✔️National School Public Relations Association, National Association of
Government Communicators, Black Public Relations Society.
Student Organizations: PRSSA
Code of ethics ✔️for it to be a profession, it must adhere to a set of professionalism norms. Code on
page 135.
Members agree to follow code. If compliant, a 9-member board of ethics and professionalism standards
acts like a grand jury and investigates. Downside: only appies to members.
Why does PR stand short as a true profession ✔️- lacks standardized education requirements
- lacks mandatory certification or licensing
- lacks devotion to serve public interest and public acceptance
- lacks self regulation
must have ✔️ethics and competence. Practitioners must do well and do no harm. It's a calling in the
public interest. Must be committed to high standards.
PR and the first amendment ✔️freedom of speech and of the press
Does not protect ✔️"fighting words"- those that provoke another to violence
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