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Cards In This Set
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What is Ethics?
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Refers to a person's value system and how he or she determines right or wrong
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3 basic value orientations of ethics
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1. absolutist (Kant)
2. existentialist (Aristotle)
3. situationalist (Mill)
also the Golden Rule
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Absolutist
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Kant's theory
relates to good or bad
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Existentialist
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Aristotle's theory
relates to what we determine is "good"
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Situationalist
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Mill's theory
decisions based upon what is good for most
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Rotary's Four-way test for ethical decision-making
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Asks...
is it fair to all concerned?
is it the truth?
will it build goodwill & better friendship?
is it beneficial to all those concerned?
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Ethical Decisions taken into consideration
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Public interest
employer's self interests
standards of PR profession
their personal values
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Role of Professional Organizations
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Helped develop standards of ethical and professional practicesas well as helping society understand the field
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PRSA
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Public Relations Society of America
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IPRA
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International Public Relations Association
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IABC
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International Association of Business Communicators
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The important principle is for the practioner to have..
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Independence
responsibility to society and public interest
concern for competence and honor of profession
loyalty to profession higher than employer
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Licensing
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Would create more credibilty to the profession, BUT isnt practical. therefore the profession endorses accreditation
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Known Ethical traps
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"Bribing" the media
pay for play
use of "front groups"
conflicts of interest
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