staying ethical on the job staying ethical on the job prssa national conference, philadelphia...

Staying Ethical on the Job Staying Ethical on the Job PRSSA National Conference, PhiladelphiaPRSSA National Conference, Philadelphia

October 27, 2013October 27, 2013

Joseph Cohen, APR Joseph Cohen, APR Deborah Silverman, Ph.D., APR, Fellow PRSADeborah Silverman, Ph.D., APR, Fellow PRSA

Francis McDonald, Ph.D., APRFrancis McDonald, Ph.D., APRAmy BishopAmy Bishop

Hanae MasonHanae Mason

The Importance of EthicsThe Importance of Ethics

Joseph Cohen, APRJoseph Cohen, APRPRSA Chair-ElectPRSA Chair-Elect

Senior Vice President, The MWW GroupSenior Vice President, The MWW Group

Ethics in the News andEthics in the News and The PRSA Code of Ethics The PRSA Code of Ethics

Dr. Deborah Silverman, APR, Fellow PRSADr. Deborah Silverman, APR, Fellow PRSAChair, PRSA Board of Ethics & Professional StandardsChair, PRSA Board of Ethics & Professional Standards

Associate Professor of Communication, SUNY Buffalo State Associate Professor of Communication, SUNY Buffalo State

Ethical Challenges on the JobEthical Challenges on the Job

Research findings: Newer employees more Research findings: Newer employees more susceptible to ethical dilemmas at worksusceptible to ethical dilemmas at work

Ethics Resource Center report – “Ethics Resource Center report – “Generational Differences in Workplace Ethics””

Report looked at four generational groups:Report looked at four generational groups: MillennialsMillennials (born 1981-2000) (born 1981-2000) Gen XGen X (born 1965-1980) (born 1965-1980) Baby Boomers Baby Boomers (born 1946-1964)(born 1946-1964) TraditionalistsTraditionalists (born 1925-1945) (born 1925-1945)


ERC report: ERC report:

The younger the worker, the more likely The younger the worker, the more likely he/she is to feel pressure, observe he/she is to feel pressure, observe misconduct, and experience retaliation for misconduct, and experience retaliation for reporting misconduct.reporting misconduct.


ERC survey findings:ERC survey findings: Nearly half of Millennials (49%) observed Nearly half of Millennials (49%) observed

workplace misconductworkplace misconduct Pressure to break the rules is significantly Pressure to break the rules is significantly

higher for the youngest workershigher for the youngest workers The youngest workers (29%) were The youngest workers (29%) were

significantly more likely to experience significantly more likely to experience retaliation than Gen X’ers (21%) and Baby retaliation than Gen X’ers (21%) and Baby Boomers (18%)Boomers (18%)

Ethics Cases Involving PR Ethics Cases Involving PR Interns & New ProfessionalsInterns & New Professionals

1. Interns Post Fake Reviews 1. Interns Post Fake Reviews

Interns at Reverb Communications wrote Interns at Reverb Communications wrote glowing reviews of PR client’s games in Apple glowing reviews of PR client’s games in Apple iTunes StoreiTunes Store

Interns didn’t disclose they were being paid to Interns didn’t disclose they were being paid to do sodo so

Federal Trade Commission filed charges against Federal Trade Commission filed charges against ReverbReverb

““Charges Settled Over Fake Reviews on iTunes””

More on Fake Online ReviewsMore on Fake Online Reviews

Another case, but no certainty about interns or Another case, but no certainty about interns or new pros being involved:new pros being involved:Legacy Learning Systems – fined $250,000 by Legacy Learning Systems – fined $250,000 by Federal Trade Commission for not disclosing Federal Trade Commission for not disclosing payment for online reviewspayment for online reviews

Legacy – produced “Learn and Master Guitar” Legacy – produced “Learn and Master Guitar” DVD seriesDVD series

$250K Reasons to Pay Attention to the ‘Blogger Rules’

(PRSAY post)(PRSAY post)

Still More…More instances of fake reviews (not necessarily by More instances of fake reviews (not necessarily by interns or new pros):interns or new pros):Fake Yelp reviews:Fake Yelp reviews:

20% of Yelp Reviews are Fake (MarketWatch.com story)(MarketWatch.com story)

Fake reviews on TripAdvisor.comFake reviews on TripAdvisor.com TripAdvisor Dealt Another Blow: Hotel PR Exe

c Admits to Posting 100 Fake Reviews Online TripAdvisor, American Express Partnership H

elps Authenticate Reviews (Boston.com) (Boston.com)

Still More…Still More…

New York State Attorney General – fined 19 businesses over $350,000 for phony online reviews (September 2013)(September 2013)

FTC Guidelines on Social MediaFTC Guidelines on Social Media

2009: Federal Trade Commission issued 2009: Federal Trade Commission issued guidelines on use of social media for guidelines on use of social media for product endorsementproduct endorsement ““

The New FTC Guidelines: Cutting through the Clutter” (PRSAY post)” (PRSAY post)

FTC Guidelines on Social MediaFTC Guidelines on Social Media

2013: New FTC guide on social media disclosures

What Marketers Need to Know about the New FTC Disclosures

2. Fake Comments on a News 2. Fake Comments on a News WebsiteWebsite

A former Dallas TV anchor-turned-PR A former Dallas TV anchor-turned-PR professional posted blog comments under professional posted blog comments under fake names on the fake names on the Dallas Morning News Dallas Morning News websitewebsite

He represented a condominium accused He represented a condominium accused of producing glare on the nearby Nasher of producing glare on the nearby Nasher Sculpture CenterSculpture Center

2. Fake Comments on a News 2. Fake Comments on a News WebsiteWebsite

The newspaper noticed the blog posts all The newspaper noticed the blog posts all resembled arguments made by the condo resembled arguments made by the condo developerdeveloper

The PR professional resigned from the The PR professional resigned from the assignment and his own PR firmassignment and his own PR firm

““Fake Comments Muddy a Debate in Fake Comments Muddy a Debate in Dallas” (Dallas” (The New York TimesThe New York Times))

3. Young PR Pro Poses as Reporter3. Young PR Pro Poses as Reporter Young employee of Walmart’s Los Angeles Young employee of Walmart’s Los Angeles

PR firm posed as reporter at event PR firm posed as reporter at event It was staged by a labor union trying to It was staged by a labor union trying to

organize Walmart’s warehouse employeesorganize Walmart’s warehouse employees The PR firm fired the employeeThe PR firm fired the employee Walmart subsequently fired the PR firmWalmart subsequently fired the PR firm ““Walmart Cuts Ties with Public Relations Walmart Cuts Ties with Public Relations

Firm Over Impersonation” (Firm Over Impersonation” (Los Angeles Los Angeles TimesTimes))

How can PR pros help establish trust How can PR pros help establish trust for an organization or a brand?for an organization or a brand?

The Public Relations Society of The Public Relations Society of AmericaAmericaCode of EthicsCode of Ethics

A standard for ethical behavior and trust A standard for ethical behavior and trust buildingbuilding

PRSA Code of EthicsPRSA Code of Ethics

ValuesValuesFairnessFairnessIndependenceIndependenceAdvocacyAdvocacyHonestyHonestyExpertiseExpertiseLoyaltyLoyalty

ProvisionsProvisionsFree Flow of InformationFree Flow of InformationCompetitionCompetitionDisclosure of InformationDisclosure of InformationSafeguarding ConfidencesSafeguarding ConfidencesConflicts of InterestConflicts of InterestEnhancing the ProfessionEnhancing the Profession


Adopted by PRSA in 1950 to:Adopted by PRSA in 1950 to: Provide behavioral guidelines for membersProvide behavioral guidelines for members Educate management on PR standardsEducate management on PR standards Distinguish PR professionals from those who Distinguish PR professionals from those who

use the title but give profession a bad name use the title but give profession a bad name


In 2000, PRSA adopted a new code of ethics for In 2000, PRSA adopted a new code of ethics for its membersits members

New focus: on universal professional values that New focus: on universal professional values that inspire ethical behavior and performanceinspire ethical behavior and performance

These values are the foundation of the These values are the foundation of the provisions in the codeprovisions in the code

PRSA Professional ValuesPRSA Professional Values

AdvocacyAdvocacy – PR professionals serve the public – PR professionals serve the public interest by acting as responsible advocates for interest by acting as responsible advocates for clients and providing a voice in the marketplace clients and providing a voice in the marketplace of ideasof ideas

HonestyHonesty – PR professionals adhere to the – PR professionals adhere to the highest standards of accuracy and truthhighest standards of accuracy and truth


ExpertiseExpertise – PR professionals have specialized – PR professionals have specialized knowledge and skill, maintained through knowledge and skill, maintained through continued professional developmentcontinued professional development

IndependenceIndependence – PR professionals provide – PR professionals provide objective advice to those they represent and are objective advice to those they represent and are accountable for their actionsaccountable for their actions


Loyalty Loyalty – PR professionals are loyal to their – PR professionals are loyal to their clients but continue to serve the public interestclients but continue to serve the public interest

FairnessFairness – PR professionals deal fairly with all – PR professionals deal fairly with all publicspublics

PRSA Code ProvisionsPRSA Code Provisions

Free Flow of InformationFree Flow of Information – Protecting and – Protecting and advancing the free flow of accurate and truthful advancing the free flow of accurate and truthful information is essential to serving the public information is essential to serving the public interest.interest. It contributes to informed decision-making in a It contributes to informed decision-making in a

democratic societydemocratic society


CompetitionCompetition – Promoting healthy and fair – Promoting healthy and fair competition among professionals preserves an competition among professionals preserves an ethical climate while fostering a robust business ethical climate while fostering a robust business environment.environment.


Disclosure of InformationDisclosure of Information – Open – Open communication fosters informed decision-communication fosters informed decision-making in a democratic society.making in a democratic society.


Safeguarding ConfidencesSafeguarding Confidences – Client trust – Client trust requires appropriate protection of confidential requires appropriate protection of confidential and private information.and private information.


Conflicts of InterestConflicts of Interest – Avoiding real, potential – Avoiding real, potential or perceived conflicts of interest builds the trust or perceived conflicts of interest builds the trust of clients, employers, and publics.of clients, employers, and publics.


Enhancing the ProfessionEnhancing the Profession – Public relations – Public relations professionals work constantly to strengthen the professionals work constantly to strengthen the public’s trust in the professionpublic’s trust in the profession

Professional Standards Advisory—Professional Standards Advisory—Unpaid InternshipsUnpaid Internships

In addition to its Code of Ethics, PRSA has In addition to its Code of Ethics, PRSA has created Professional Standards Advisories on created Professional Standards Advisories on specific ethics topicsspecific ethics topics

One of these pertains to unpaid internshipsOne of these pertains to unpaid internships ““Ethical Use of Interns” (PSA-17)Ethical Use of Interns” (PSA-17) More lawsuits being filed by unpaid interns – More lawsuits being filed by unpaid interns –

e.g., “’Charlie Rose’ Show Agrees to Pay Up to e.g., “’Charlie Rose’ Show Agrees to Pay Up to $250,000 to Settle Interns’ Lawsuit” (Media $250,000 to Settle Interns’ Lawsuit” (Media Decoder.com) Decoder.com)

A Personal Code of EthicsA Personal Code of Ethics

““Getting a Code of Your Own” by BEPS co-chair Getting a Code of Your Own” by BEPS co-chair James Lukaszewski, ABC, APR, Fellow PRSA James Lukaszewski, ABC, APR, Fellow PRSA Email: [email protected] Email: [email protected]

Knowing your own code helps to explain the Knowing your own code helps to explain the components of your ethical personality:components of your ethical personality: IntegrityIntegrity TrustworthinessTrustworthiness SelflessnessSelflessness Verbal VisionVerbal Vision CandorCandor

A Personal Code of EthicsA Personal Code of Ethics

How to develop your own code? Write down:How to develop your own code? Write down: What do you believe in?What do you believe in? Who are you?Who are you? What are your personal limits?What are your personal limits? What are your aspirations?What are your aspirations? What are your principles?What are your principles? What are your virtues?What are your virtues? What are your daily intentions as a communicator, What are your daily intentions as a communicator,

member of society, family member?member of society, family member? Where are you headed in life?Where are you headed in life?

Ethical Decision-Making ProcessEthical Decision-Making Process

1.1. Identify the ethical issue and/or conflict.Identify the ethical issue and/or conflict.

2.2. Determine internal/external factors likely to influence your Determine internal/external factors likely to influence your decision (financial, contractual, legal issues, etc.).decision (financial, contractual, legal issues, etc.).

3.3. Choose key PRSA values that apply. Choose key PRSA values that apply.

4.4. Consider parties who will be affected by your decision Consider parties who will be affected by your decision and your obligation to each one. and your obligation to each one.

5.5. Select ethical principles to guide your decision making Select ethical principles to guide your decision making (see PRSA code provisions).(see PRSA code provisions).

6.6. Make a decision.Make a decision.

Real-Life Ethical DilemmasReal-Life Ethical Dilemmas

Amy Bishop Hanae MasonAmy Bishop Hanae MasonDigital PR Specialist Assistant ManagerDigital PR Specialist Assistant ManagerDigitalRelevance The Wardrobe BoutiqueDigitalRelevance The Wardrobe Boutique Career WardrobeCareer Wardrobe

Case Study for DiscussionCase Study for Discussion“Gaming the Online System”“Gaming the Online System”

Discussant: Dr. Francis McDonald, APRDiscussant: Dr. Francis McDonald, APRFormer Member, PRSA Board of Ethics & Professional StandardsFormer Member, PRSA Board of Ethics & Professional Standards

Assistant Dean for AdministrationAssistant Dean for Administration

The Scripps Howard School for Journalism and Communications, The Scripps Howard School for Journalism and Communications, Hampton UniversityHampton University

Gaming the Online System CaseGaming the Online System Case

You are a senior in college, majoring in public relations, and you are You are a senior in college, majoring in public relations, and you are excited because you just landed your dream internship at a local excited because you just landed your dream internship at a local public relations agency. It is a paid internship, and you also are public relations agency. It is a paid internship, and you also are earning academic credit.earning academic credit.

The agency’s client list includes several companies that The agency’s client list includes several companies that

manufacture video games, and you have been assigned to assist on manufacture video games, and you have been assigned to assist on one of those accounts. You really want to impress your client, one of those accounts. You really want to impress your client, because you hope to obtain an entry-level PR job at the video game because you hope to obtain an entry-level PR job at the video game company after graduation. company after graduation.

Gaming the Online System CaseGaming the Online System Case As an intern, your responsibilities initially include attending meetings As an intern, your responsibilities initially include attending meetings

between the PR agency and the client, writing fact sheets and media between the PR agency and the client, writing fact sheets and media advisories for the client’s latest game, updating the media list, and advisories for the client’s latest game, updating the media list, and assisting with an upcoming special event to promote the latest game in assisting with an upcoming special event to promote the latest game in local stores.local stores.

One day, however, your internship supervisor at the agency makes One day, however, your internship supervisor at the agency makes another request: he wants you to write and post positive reviews of the another request: he wants you to write and post positive reviews of the new game in the Apple iTunes store, without disclosing that you are being new game in the Apple iTunes store, without disclosing that you are being paid to do so. He asks you not to mention these reviews to anyone else at paid to do so. He asks you not to mention these reviews to anyone else at the PR agency. You remember from one of your PR classes that the the PR agency. You remember from one of your PR classes that the Federal Trade Commission issued guidelines on that topic a few years Federal Trade Commission issued guidelines on that topic a few years ago, but you desperately want a job with that video game company after ago, but you desperately want a job with that video game company after you finish college.you finish college.

What should you do?What should you do?

Gaming the Online System CaseGaming the Online System Case

1. Identify the ethical issues and/or conflicts.1. Identify the ethical issues and/or conflicts. 2. Determine internal/external factors likely to influence your 2. Determine internal/external factors likely to influence your

decision.decision. 3. Choose key values and provisions from the PRSA Code of 3. Choose key values and provisions from the PRSA Code of

Ethics that apply.Ethics that apply. 4. Consider parties who will be affected by your decision and 4. Consider parties who will be affected by your decision and

evaluate the public relations professional’s obligation to each evaluate the public relations professional’s obligation to each one.one.

5. Select ethical principles to guide your decision-making.5. Select ethical principles to guide your decision-making. 6. Make a decision and offer a brief rationale.6. Make a decision and offer a brief rationale.

Case prepared by Dr. Deborah Silverman, APR, Fellow PRSA, and Dr. Case prepared by Dr. Deborah Silverman, APR, Fellow PRSA, and Dr. Francis McDonald, APRFrancis McDonald, APR

For more information about the For more information about the

PRSA Code of Ethics go to:PRSA Code of Ethics go to:http://www.prsa.org/AboutPRSA/Ethics/http://www.prsa.org/AboutPRSA/Ethics/

Code of Ethics (English & Spanish versions)Code of Ethics (English & Spanish versions) Professional Standards AdvisoriesProfessional Standards Advisories Ethics scenarios with discussion (answer) keysEthics scenarios with discussion (answer) keys Ethics quizEthics quiz ““Best practices” PRSA chapter ethics programsBest practices” PRSA chapter ethics programs How to report questionable behavior (email to How to report questionable behavior (email to

[email protected]) [email protected])

Questions? Contact Us!Questions? Contact Us!Joseph Cohen, APR Dr. Deborah Silverman, APR, Fellow PRSAJoseph Cohen, APR Dr. Deborah Silverman, APR, Fellow PRSASenior Vice President Associate Professor of Communication Senior Vice President Associate Professor of Communication The MWW Group SUNY Buffalo State The MWW Group SUNY Buffalo State New York, NY Buffalo, NY New York, NY Buffalo, NY [email protected] [email protected]@mww.com [email protected] Dr. Francis McDonald, APR Amy Bishop Hanae MasonDr. Francis McDonald, APR Amy Bishop Hanae MasonAssistant Dean Digital PR Specialist Assistant Manager Assistant Dean Digital PR Specialist Assistant Manager The Scripps Howard School DigitalRelevance The Wardrobe BoutiqueThe Scripps Howard School DigitalRelevance The Wardrobe Boutiquefor Journalism & Communications Indianapolis, IN Career Wardrobefor Journalism & Communications Indianapolis, IN Career WardrobeHampton University [email protected] Philadelphia, PAHampton University [email protected] Philadelphia, PAHampton, VA [email protected] Hampton, VA [email protected] [email protected]@hamptonu.edu

staying ethical on the job staying ethical on the job prssa national conference, philadelphia...

Documents

fake reviews interns

workplace ethics report

itunes slide

fake online reviews

ethics cases

prsa code of ethics

job erc report

ethical challenges