Chapter 3 Reading Notes- 2322
- Three basic value orientations, according to philosophers:
- Absolute- every decision is either “right” or “wrong”, regardless of the consequences. It is based on the philosophy of Immanuel Kant that the end cannot justify the means
- Existential- decides on the basis of immediate practical choice. This approach is somewhat grounded in Aristotle’s idea that individuals should seek a balance.
- Situational- each decision is based on what would cause the least harm or the most good. This is often called a utilitarian approach. This concept was advanced by John Stuart Mill, who believed that the end could justify the means as long as the result benefitted the greatest number of people
- PRSA (Public Relations Society of America) is the largest national public relations organization in the world.
- The Strategist is a quarterly magazine that contains in-depth articles about public relations and issues touching on current PR practice
- PRSA is the parent organization of the PRSSA (Public Relations Student Society of America)
- This is the world’s largest paraprofessional PR organization
- IABC (International Association of Business Communicators)
- 2nd largest organization
- Mission: “to provide lifelong learning opportunities that give IABC members the tools and information to be the best in their chosen disciplines”
- IPRA (International Public Relations Association)
- Membership primarily senior international public relations executives
- Public Relations is not a licensed profession, however arguments to instate a licensing believe it would protect the profession and public from incompetent, shoddy opportunists who don’t have the knowledge, talent, or ethics required of PR professionals
- Major selling point of public relations work is the 3rd party credibility of reporters and editors