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Ethics in Public Relations, 3rd Edition

Book Description

Practice across the public relations spectrum in an ethical and socially responsible manner with this fully updated guide packed with useful tools and insights.

Table of Contents

  1. Cover
  2. PR in Practice Series
  3. Title Page
  4. Contents
  5. List of figures
  6. About the author
  7. About the consultant editor
  8. Foreword
  9. Preface
  10. PART ONE What lies beneath
    1. 01    Before we begin: New profession… or one of the oldest?
      1. Public relations ethics: oxymoron?
      2. A tarnished history
      3. Defining our terms
      4. A profession or professionalism?
      5. Aspiring to professionalism
      6. Measuring your professionalism quotient
      7. Notes
    2. 02    Lies, truth and honesty: Their role in PR practice
      1. An epidemic of lying
      2. The ‘truth’ in public relations
      3. Can you predict honesty?
      4. One principle among several
      5. Notes
    3. 03    Truth, trust and the virtue of being ‘good’
      1. Truth and trust
      2. The limits of organizational responsibility
      3. To whom are you loyal?
      4. The virtue of being ‘good’
      5. Notes
    4. 04    Whose rights are right?
      1. Rights and responsibilities
      2. When my right conflicts with yours
      3. Conflicting rights in public relations
      4. Notes
    5. 05    The trouble with rules
      1. Rules rule our lives
      2. Those darn deontologists
      3. The real trouble with rules
      4. ‘Situations alter cases’
      5. Moral relativism and situations
      6. The problem with situations
      7. Notes
    6. 06    Utilitarianism: Right acts and wrong reasons
      1. What the heck is ‘utilitarianism’?
      2. Motives be damned
      3. Problems with Robin Hood
      4. Notes
  11. PART TWO Ethics and the practitioner
    1. 07    Your moral development: Cultivating respect and humility
      1. R-E-S-P-E-C-T
      2. Still the moral child
      3. The moral child grows up
      4. An ethical litmus test?
      5. More than good manners: ethics and etiquette
      6. Sexual harassment and respect
      7. Morality and your level of competence
      8. The virtue of humility
      9. Notes
    2. 08    Codes of ethics: The good, the bad and the (almost) ugly
      1. Codes as contracts
      2. Minimum standards or ideals?
      3. Who needs codes, anyway?
      4. A global code?
      5. Relying on a personal code
      6. Using personal values
      7. Developing your own code
      8. Notes
    3. 09    Conflicts of interest: Sex and other relationship issues
      1. Defining a conflict
      2. Sleeping with… the enemy?
      3. Practicalities before ethics
      4. Outside conflicts
      5. Personal relationships and ethical principles
      6. Other conflict situations
      7. Notes
    4. 10    (Very) personal ethical decisions: Whistle-blowing and moonlighting
      1. A dilemma you don’t need
      2. A continuum of tattling
      3. How to be a whistle-blower
      4. Tattling
      5. The temptations of moonlighting
      6. Notes
  12. PART THREE Strategies and dilemmas
    1. 11    Public relations ethics and traditional media
      1. Our relationship with journalists
      2. Media access and ethics
      3. Journalists have codes, too
      4. Aspects of ethical media relations
      5. Media transparency and PR ethics
      6. PR ethics and the disappearing gatekeepers
      7. Notes
    2. 12    PR ethics and social media
      1. New media, new ethical dilemmas
      2. Inauthentic online communication
      3. Sponsored online material
      4. Social media and your internal public
      5. Ethics and ‘native advertising’
      6. Guidance for ethical social media engagement
      7. Notes
    3. 13    Persuasion, propaganda and advocacy: The ethics of influence
      1. Engineering consent
      2. Ethical persuasion… an oxymoron?
      3. PR for biker gangs?
      4. Any client, any time?
      5. The advocate arises
      6. The ‘right’ to PR counsel
      7. Sneaky propaganda
      8. A war of words
      9. The pitfalls of euphemism
      10. Doublespeak
      11. The ‘controlled lexicon’
      12. The vocabulary of public relations
      13. Persuasion by lobby
      14. Transparency versus obfuscation
      15. Notes
    4. 14    Supporting ‘good causes’: Bad ethics or bad taste?
      1. ‘Aware’ of the issues
      2. A staple of community relations
      3. Seeking a good fit
      4. From good causes to good taste
      5. Notes
    5. 15    Deceptive authorship: Ghostwriting and plagiarism
      1. A PR practice
      2. The unseen author
      3. Crossing the line?
      4. Acceptable versus unacceptable uses
      5. Notes
  13. PART FOUR Organizations, ethics and public relations
    1. 16    Making decisions: The true reality of everyday ethics
      1. Why make a decision at all?
      2. The best you can hope for
      3. Ethical dilemmas: not all the same
      4. Decision steps
      5. Making those ethical decisions in PR
      6. A case in point
      7. Other approaches
      8. Criteria for second-guessing
      9. PR practitioners as ethical decision-makers
      10. The researcher told us so
      11. Notes
    2. 17    PR and the corporate ethics programme
      1. Organizational ethics/Pr ethics:not the same thing
      2. Ethics as window-dressing
      3. Social responsibility defined
      4. The case of the triple bottom line
      5. Organizational ethics and PR
      6. Notes
    3. 18    The future of ethical public relations: Education and leadership
      1. Why we care about an ethical future
      2. Back to the classroom
      3. Developing future PR leaders
      4. Drawing to a conclusion
      5. Notes
  14. Appendix 1: For your bookshelf
  15. Appendix 2: Chartered Institute of Public Relations Code of Conduct
  16. Appendix 3: Guidelines for the ethics audit
  17. Index
  18. Copyright