Chapter 3 Ethics and Professionalism

March 26, 2009 whitneychilds

Authors  of the book “Methods of Analysis”, J.A. Jaksa and M.S. Pritchard,  say “ethics is concerned with how we should live our lives. It focuses on questions about what is right or wrong, fair or unfair, caring or uncaring, good or bad, responsible or irresponsible, and the like.”

Our text book “Public Relations Strategies and Tactics”,  says there are three basic value orientations used to determine how a person acts in a specific situation:

1) Absolute- based on the philosophy of Immanuel Kant that the end cannot justify the means.

2) Existential- choices are not made in a prescribed value system, they are decided on the basis of immediate practical choice.

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

A couple of things I learned from this chapter that I found interesting were the PRSA (Public Relations Society of America)  codes of ethics when concerning professional codes of conduct.

PRSA has six core values: Advocacy, honesty, expertise, independence, loyalty and fairness.

I like the fact about competition that states, “an employee should not share information with a public relations firm that is in competition with other firms for the organization’s business.”  I like this clause because there is a lot of back-stabbing that goes on in every industry so to come right out and say “this is what we aren’t going to do”, is a really big step forward.

Three big things every practitioner or its program should have include: 1)professionalism, 2) licensing and 3) accreditation

The media plays a huge role when determining ethics. How much do you tell them? This book refers to the phrase, “the devil is in the details”, when referring to the media.


Entry Filed under: Chapter Summary

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