APR 231 Lecture Notes - Lecture 2: Marketing Communications, Crisis Communication, Consumer Protection

• School: University of Alabama
• Department: Advertising and Public Relations
• Course: APR 231
• Professor: William Gozenbach

Document Summary

Prsa: ny 22,000, 110 us chapters, 20 professional interest areas; about 10% of pr professionals belong. Ethics refers to the standards of conduct which indicates how one should behave upon moral duties and virtues rising from principles of right or wrong. Values: central beliefs which determine how we will behave in certain situations. Consider: public interest, employer"s self interest, pr profession, and personal values. Absolutist ethics: position from which there is a clear-cut right or wrong response for every ethical decision. Prescriptive codes: guidelines stipulate specific behaviors to follow. Prescriptive codes: guidelines stress what should not be done. Ex: 2 source rule; chewing tobacco in news story. Aristotle: existential (relativistic/situation: the golden mean: midpoint between two extremes; moderation. Ex: psa: all facts, boring; all sensational too extreme; moderation. John stuart mill: 1863 utilitarian principle (relativistic/situational): actions are ethical only if they result in the greatest good for the most people. Ex: dick cheney lie about the troops.