Chapter three is an important chapter to read in any business, but especially PR. Ethics and Professionalism are important in any job. Chapter three covers these topics very well. The book breaks it down into three basic value orientations (as they call it) 1) Absolutist 2) Existentialist, 3) Situationalist. They add another concept that can be used also….The Golden Rule! 🙂 This chapter also discusses how different PR professional agencies and groups play an important role in setting ethical standards for the business. Some even have created educational programs for PR professionals to learn the standards and ethical practices. This chapter also states that you need to keep a standard of professionalism in PR and to the public, not just state what your organization wants you too, but what is really true and what the public needs to know. It was interesting to read about how gifts are not given to PR professionals or journalism professionals for fear that this would undermine the media’s credibility and damage the public’s trust with the professional. Very Very important chapter.
TEXT: Public Relations Strategies and Tactics 9th edition Dennis L. Wilcox & Glen T. Cameron