Transcript PR - 7

Chapter Seven:
Ethics and the
Law
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Overview
What Are Ethics?
 The Role of Professional Organizations
 Ethical Dealings with the Media
 Public Relations and the Law
 Protecting Employee Privacy
 Copyright and Trademark Law
 Government Regulatory Agencies
 Free Speech and Liability

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Defining Ethics

“How we should live our lives”
 Right/Wrong
 Fair/Unfair
 Caring/Uncaring
 Good/Bad
 Responsible/Irresponsible
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Value Orientations

Absolutist

Existentialist

Situationalist
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Professional Codes: PRSA
Responsible advocacy
 Honesty
 Professional expertise
 Independence
 Loyalty to employer/public interest
 Fairness

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Individual Ethics
“To thine own self
be true”
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Ethical Media Relations
 Total
honesty
 Gifts
to journalists
 Transparency
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Legal Issues
 Conspiracy
 Defamation
 Corporations
are “public figures”
 Avoiding Libel Suits
 Fair Comment Defense
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Protecting Employees
Invasion of privacy in newsletters
 Using photos for promotion requires
permission
 Disclosure of personnel information

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Copyright
 Protects
presentation, not information
 Filing for copyright
 Protection
 Life
of creator + 70 years
 95 years for corporate copyrights
 Fair
use
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Trademarks
“Word, symbol, or slogan, that identifies
product’s origins”
 Protection

 Ensure
proper use
 Educate employees and monitor media
 Use trademark

Misappropriation of personality
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Government Agencies
Federal Trade Commission
 Securities and Exchange Committee

 Fair
Disclosure
 Sarbanes-Oxley
Food and Drug Administration
 Bureau of Alcohol, Tobacco and Firearms

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Free Speech

Corporate Speech

Employee Speech
Rights
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Liability Issues
 Open
Houses and Plant Tours
 Promotional
Events
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