Ch. 3- Ethics and Professionalism

19 Sep

Chapter 3 Reading Notes- 2322

Public Relations: Strategies and Tactics- 9th edition. Dennis L. Wilcox & Glen T. Cameron

  • 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
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