[curs] etica in pr
TRANSCRIPT
Etica în industria Relațiilor Publice.
Ce este specific?
curs 15 ianuarie 2014
AGENDASensul eticii
Dileme etice în industria PR-ului
Importanta unui comportament etic
Un cod etic pentru PR
[Să ne amintim] Cum construiești încredere?
Concluzii, give-aways
WARNING!
Urmează o prezentare cu “englezisme”
SENSUL ETICII
Când vorbim despre etică și profesionalism ne raportăm la palierul deontologic de înțelegere, jonglând cu: responsabilități și drepturi
DILEME ETICE ÎN INDUSTRIA PR-ULUI
Etici profesionale în PR
Valori și principii personale
Schema responsabilităților profesionale în PR
Etici profesionale în PR
• telling the truth• making legal and reasonable claims• being aware of libel & slander• who you work for? (tobacco, fast food, pornography)• who you work with? (Do any of your personal relationships have
a conflict of interest with the organisation for which you work?)• keeping client confidentiality (Are you able to respect your
clients’ confidentiality among your circle of friends and acquaintances?)
! Do not ‘gossip’ about clients or your organisation’s behaviour, decisions and actions, no matter
how innocent discussing these issues may seem.
Valori și principii personale
• Your own personal values and principles should guide you through your PR career.Think about how you want to act and be perceived. Are you honest? Accurate? Responsive? Respectful?
• As a professional you should keep yourself fully up to date using all of the information available, not just that from one source.
You should undertake research on the best practices regarding the issues that you face. Are you continually improving yourself?
Schema responsabilităților profesionale în PR
IMPORTANȚA UNUI COMPORTAMENT ETIC
A two-way communication strategic PR will open up a dialogue with the key stakeholders between the organisation and the stakeholdersthe long-term objectives of an organisation are more likely to be met.that may assist in the implementation of a corporate social responsibility programme or an organisation’s code of ethics
A good reputationhelp build custom assist with attracting and hiring good employeesthe organisation will then gain public approval and build a positive reputation.
UN COD ETIC PENTRU PR
Există numeroase coduri, precum:1. The CIPR’s Code of Conduct is built on three principles – integrity, competence and confidentiality. 2. Codes such as those of the IPRA (International Public Relations Association) focus on 18 tightly written principles including observance of the Universal Declaration of Human Rights, integrity, transparency, accuracy and not asserting undue influence.
The main objective is to form guidelines for professional behaviour.
Industria PR-ului este în continuă schimbareIn 2012 the PRCA made an addition to their codes about PR professionals working on the online encyclopaedia Wikipedia where editing it on behalf of clients showed a breach of interest from a duty to society and a duty to client. There have also been recent cases on the way promotional activity is undertaken by bloggers and on social networking sites.
[Să ne amintim] Cum construiești încredere?
• De a
Concluzii, give-aways
• Indiferent de activitățile/departamentele în care activăm zona de etică nu este detașabilă• Printr-un comportament etic învățăm, în principal, să construim încredere=> 2 în 1 trust: încredere pe palierul relațiilor interumane + încredere în organizație
! Drumul de la comunicare la gestionare și generare încredere e pavat cu.. un comportament etic
BIBLIOGRAFIE
PRWeek and the PRCA’s PR Census 2011
The Holmes Report, Consultancy Rate Card, 2012 EMEA
Fitzpatrick, K. R. and Bronstein, C. (2006) Ethics In Public Relations – ResponsibleAdvocacy, Thousand Oaks, CA: Sage Publications.
Parsons, P. J. (2008) Ethics In Public Relations – A Guide to Best Practice, London: Kogan Page.