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Tag: PR ethics

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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PR People: Eva Hornak, APR

PR People: Eva Hornak, APR

April 17, 2017January 31, 2023 Sarah HattmanBlog, PR People, Public Relationsmagazines, newsletters, PR advice, PR ethics, PR pros, Raleigh PR, Raleigh PR Agency, Social Media, special projects

Eva Hornak, APR

Job title and function: I’m the communications manager for S.T. Wooten. In a nutshell, we build highways, do commercial site work, and produce asphalt and ready mix concrete. We have approximately 950 employees. We’re also a private, family owned, third-generation led company.

I’m a department of one, so I handle anything related to PR, communications and sometimes marketing. I focus mostly on employee communications and corporate communications. This includes writing the 24-page company magazine three times a year, as well as two monthly newsletters and a benefits newsletter three times a year. I also work on various special projects as needed, such as recruiting materials, PowerPoint presentations, the website, corporate communications, etc. I also oversee the PR firm we hired in 2016 that works on such projects as our social media, blog and trade media relations.

Most rewarding thing about working in PR today: Our employees range from managers with advanced degrees to field employees without a high-school degree. We have employees who can’t read or read very poorly (making it a struggle to take a survey or fill out paperwork). Now – imagine trying to teach that person about health insurance. That stuff is confusing for most people with college degrees! I try to keep most communications written on a sixth-grade level. In the past few years, we’ve really worked on educating our employees about how our benefits help them, and I love it.

Craziest/most challenging thing you’ve done in PR: Produced an event almost single-handedly on a very short timeline. Don’t do that. Get a team. Just stop, take a breath and get a team.

I also survived some very bad bosses. (See the next section for more on that.)

Advice for new PR pros:

1) Explore what’s out there. There are a lot of facets to PR, and you don’t know what job/setting/speciality you might like until you try it.

2) Make connections (within PR and the larger business community) and get a mentor(s). All of my jobs came from connections. All of my trusted peers came from previous jobs, the Raleigh PR Society and NCPRSA. Peers can help you get your next job, and they are your cheerleaders during the good times and your shoulders to cry on during difficult times. They will help shape and defend your reputation. And your good name is everything.

3) Have ethics. See #2 above regarding reputation and good name.

4) Always look for the right match in a job (or a boss). Yes, you’ll have to pay your dues. Yes, you’ll have jobs (or parts of jobs) that you learn are not for you. You’ll even have a job you love that has some tasks you hate. But don’t settle for a place that is a horrible match. Don’t stay somewhere (or with someone) that truly abuses you or actively blocks you from learning anything. Need a gut check? Ask your peers. See #2 above. And never, ever compromise your ethics because a job or a boss tells you to do so. See #3. You can always find another job. Seriously. Do I need to mention #2 again!?

Are you interested in being featured in “PR People?” Send us a message on Facebook to share your story!

Sarah Hattman, APR is president-elect for the North Carolina chapter of Public Relations Society of America and has been working in PR since she left television news. She grew up in North Carolina and was excited to move back to her home state in 2012 and then join Clairemont Communications, a Raleigh PR agency. 
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PR People: Darcy Bowers

PR People: Darcy Bowers

January 25, 2017January 31, 2023 Sarah HattmanBlog, PR People, Public RelationsCommunications, PR, PR ethics, Public Relations, Raleigh PR Agency

There’s no doubt about it. The world of public relations is full of creative, talented people and Clairemont is excited to highlight the skilled professionals who do amazing work in the Triangle area in a new “PR People” blog series.

We’re kicking off the series with someone who is very involved in the local PR scene – Darcy Bowers. At the beginning of the year, Darcy began her role as president of the North Carolina chapter of Public Relations Society of America (NCPRSA). We recently had the chance to catch up with her to learn more about her life in PR.

Darcy Bowers:

Job Title and Function: Sr. Communications and PR Manager for Transitions LifeCare. Jill of all trades with editing, branding, media relations, social media, website content, team management (not a PR team, but various interdisciplinary teams around our organization) responsibilities.

Most Rewarding thing about working in PR today: Variety – who can be bored?!

Craziest/most challenging thing you’ve done in PR: I was an “actress” in a mortgage video. At the time, I was single and not a homeowner. I played the role of a wife who, with her “husband,” was being sold mortgage insurance for their new home. Talk about reaching!

Advice for new PR pros: Remember the importance of ethics. Find someone to emulate, even if it’s not a PR professional. I have several role models from my early career days I think about to this day when I’m in a quandary about next steps. I’m thankful for their guidance and their willingness to shepherd me along.

Are you interested in being featured in “PR People?” Send us a message on Facebook to share your story!

Sarah Hattman, APR is president-elect for the North Carolina chapter of Public Relations Society of America and has been working in PR since she left television news. She grew up in North Carolina and was excited to move back to her home state in 2012 and then join Clairemont Communications, a Raleigh PR agency. 

 

 

 

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