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Tag: NC Public Relations Agency

Sticky Situations: PR Ethics

November 1, 2017January 31, 2023 Clairemont InternBlog, Public RelationsNC Public Relations Agency, PR ethics, Public Relations, Public Relations Society of America

At some point in our lives, we all face a dilemma that makes our stomachs churn. The public relations world presents tricky scenarios that professionals must respond to quickly, honestly and effectively. And with serious legal and reputational consequences on the line, it is crucial for practitioners to develop strong ethical codes to guide their responses. Thankfully, industry experts and Greek philosophers have proffered decision models, paradigms and guidelines to help professionals feel good about the work they do both in and out of the office.

The Codes in Place

The Public Relations Society of America requires its members to abide by its code of ethics. As a refresher, we’ve included the Code’s two key elements.

The PRSA’s six core values:

  1. Advocacy
  2. Honesty
  3. Expertise
  4. Independence
  5. Loyalty
  6. Fairness

The PRSA’s six provisions of conduct:

  1. Free flow of information
  2. Competition
  3. Disclosure of information
  4. Safeguarding confidences
  5. Conflicts of interest
  6. Enhancing the profession

The Code serves as a guide for professionals to reference when handling ethical challenges.

Ethics in Practice: the Potter Box Model

Allow us to transport you back to your college ethics class and reintroduce you to an old friend: the Potter Box model for ethical decision making.

This tool allows you to apply the professional codes and your individual beliefs to a specific situation with four steps:

Facts: What is happening in the situation at hand? What is your role in the organization or entity involved?

Values: Which of the six core PRSA values are at play in the scenario? (Hint: it’s usually more than one.) Is the situation threatening your ability to be honest with a client or public, or is your loyalty to a public at risk?

Disciplines: How would philosophers advise you to handle the situation? To which philosopher do you relate most? For example,

  • Aristotle’s “Golden Mean” theory encourages individuals to perform an action because they believe in it, not just because it is a rule.
  • Immanuel Kant’s categorical imperative suggests that one should act rationally, and actions should be applied universally to all situations.
  • J.S. Mill’s utilitarian school of thought says the ends justify the means. If the outcome produces the greatest good for the greatest number of people, compromising some values along the way may be acceptable.
  • Ross’s competing ethical duties emphasize the context. Depending on the situation, one duty may take priority over another. As a low-stakes example, when you lie to your friend to conceal her upcoming surprise party, you prioritize your duty to do good for others over your duty to tell the truth.

Loyalties: To which publics are you most loyal in this case? What other groups would be directly or indirectly affected by your decision?

After moving through those four steps, new facts may emerge, bringing you back to the start. And thus, the cycle continues until you determine the best course of action.

With these vital resources in your ethics tool kit, you’re well-equipped to navigate any sticky situation that comes your way. Take some time before the next moral dilemma to reflect on your ethical code, and you’ll be primed to make wise, effective decisions throughout your career.

Written by Clairemont intern Elizabeth Comtois, a senior at UNC-Chapel Hill.

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Clairemont Interns: Introducing Kate Fedder

Clairemont Interns: Introducing Kate Fedder

July 25, 2013January 31, 2023 Margot HorganBlog, Public Relations, Raleigh PR Agency, The Clairemont TeamNC Public Relations Agency, North Carolina Public Relations Agency, PR, PR Intern, Public Relations, Public Relations Intern, Raleigh PR Agency, Raleigh PR Internships, Raleigh Public Relations Agency, Raleigh Public Relations Internships1 Comment on Clairemont Interns: Introducing Kate Fedder

We’d like to formally introduce you to our fabulous summer intern, Kate Fedder. A rising senior at UNC-Chapel Hill (go Heels!), Kate is winding up to complete her final year in the School of Journalism and Mass Communication where she is majoring in Public Relations.

Prior to joining Clairemont, Kate studied abroad completing an honors semester in London while also interning at a London strategic public relations and communications agency working on client accounts like Fitness First, YooMoo, Rangemaster and Toyota.

With a love for fashion and an awesome go-getter attitude, Kate has been a natural fit at Clairemont and has been proving day-in and day-out that she has some serious PR chops. We have discovered that she has a special talent for creating meticulously organized and thorough media lists and has absolutely no fear when it comes to trying out some media pitching.

What more, you may ask? What other talents does Ms. Fedder possess? Well, she’s a natural at writing creative copy and can zero in on spelling and grammar errors that even the most seasoned editors could miss. But, probably most importantly, Billy – Clairemont’s top dog and CMO (chief motivational officer) – LOVES Kate, and that is something you just can’t learn in school.

Want to learn more about Kate? Check out this video she put together about work at Clairemont. Have some special advice for our summer intern? Please share below in the comments section!

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