Ethics & Communication
"___ is a strategic communication process that builds mutually beneficial relationships between organizations and their publics."
Public Relations
Which approach to ethics tells us that the ends justify the means? Actions that produce happiness are good, while actions that produce unhappiness are bad.
Who developed this approach?
Utilitarian approach by John Stuart Mill
Where does research fall within the four essential steps of a public relations campaign plan?
The first step
A program can have multiple strategies. (T/F)
TRUE!
What is the fourth (and ongoing) phase of an effective public relations campaign.
Evaluation/Measurement
___ is defined as “The standards of conduct which indicates how one should behave based upon moral duties and virtues rising from principles of right and wrong.”
Ethics
Which approach to ethics tells us that there is a balanced approach to ethics? It is flexible and open to human experience to determine what is ethical.
Who developed this approach?
Existential approach by Aristotle
Why is the research process so important in a public relations campaign?
It provides the information required to understand the needs of publics and to develop powerful messages.
Where does planning fall within the four essential steps of a public relations campaign plan?
second
Describe and explain the difference between passive and active audiences.
Passive Audiences: Notice for entertainment, Need creativity to catch their attentions
Active Audiences: Already interested or engaged, Need supplemental information, Already actively seeking information
Name (at least three) aspects that a public relations professional must consider when developing their 'discomfort level'
1.Public’s interest
2.Employer’s interest
3.The standards of the profession
4.Personal values
Which approach to ethics tells us that people are bound by a specific code, something is either completely right or completely wrong?
Who developed this approach?
Absolutist approach by Kant
Name at least 4 (of the 5) distribution methods for a public relations survey.
web/e-mail survey
omnibus surveys
face-to-face interview/survey
telephone survey
mail survey
Name the three major types of situations that companies generally plan for.
1. Negative/Crisis Scenario
2. One-Time Event
3. Enhance or preserve compay reputation
___ work as catalysts to building, enhancing, or changing public opinion.
Opinion Leaders
What are the four essential steps of a public relations campaign?
Research, planning, communication, measurement
Name at least 4 (of the 6) ways to continue ethical knowledge.
1. Join a group
2. Continue training
3. Continue research
4. Continue knowledge
5. Stay up-to-date with the literature
6. Develop a personal code of ethics
What can web analytics tell us about the success of a public relations or advertising campaign?
Number of website visitors, Number of page views, Website traffic: can tell us that if the traffic increased during a campaign, the campaign has likely garnered attention.
Ethnic groups may be generalized by an overall sense of community, however each diverse population includes further diversity (cultural values, languages, personal needs and wants, etc.) that must be taken into account when planning. (T/F)
TRUE
In a crisis scenario, companies may respond differently. Define and describe the scale of advocacy to accommodation.
Advocacy: complete denial of a problem or promoting the argument that the organization did no wrong
Accommodation: accepting all wrong doing or agreeing with the public or activist group and delivering their wishes
Explain at least two major differences between advertising and public relations.
- Advertising media space is generally paid for, while public relations media space is usually earned. Often, it is more one-way style of communication than two-way communication.
- public relations has more of a focus on the relationship between the brand and consumer. Often, it is more two-way style of communication than one-way communication.
Name at least 4 (of the 6) PRSA professional values which lay the foundation for ethical public relations practitioners.
Advocacy, Honesty, Expertise, Independence, Loyalty, Fairness
Provide at least two examples of social media participant observation during research.
Following influencers in the field
Monitoring company profiles
Monitoring competitors profiles
Describe and explain the difference between strategies and tactics.
Strategy: Describes how and why campaign components will achieve objectives (the bigger picture)
Tactic: Describes specific activities that put the strategy into action (the action steps)
Name the four stages of the Conflict Management Life Cycle.
1. Proactive
2. Strategic
3. Reactive
4. Recovery