ADPR 3850 Lecture Notes - Lecture 5: Video News Release, Existentialism, Federal Communications Commission

• School: University of Georgia
• Department: Advertising and Public Relations
• Course: ADPR 3850
• Professor: Michael Cacciatore

Document Summary

Ethics- standards of conduct which indicates how one should behave based upon moral duties and virtues rising from principles of right and wrong. Values- central beliefs which determine how we will behave in certain situations: honesty, loyalty, integrity. We apply our values to determine the ethics of a given situation. Absolutism- black and white: things are completely right or completely wrong, ex: you cannot exaggerate the qualities of a product. Existentialism- me: there is a continuum of rightness and wrongness, you can pick your spots on the continuum ( frame the truth in a favorable light) Utilitarianism: the ends justify the means, goal: harm the fewest number of people, bring joy to the most. Point: traditional ethics prohibit a person from taking an advocacy role because that person is biased and trying to manipulate people. Counterpoint: people expect pr practitioners to be advocates, as long as the advocacy efforts are truthful there is no problem.