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PR-Test 4
Ethics and Propaganda
65
Communication
Undergraduate 2
12/02/2010

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Cards

Term
ethics
Definition
professional responsibility and the role that individual practicioners play in elevating the status and reputation of the profession
Term
5 Categories of Obligation
Definition

1) Duty to ourselves

2) duty to clients/subscribers/supporters

3) duty to our organization

4) duty to professional colleagues

5) duty to society

Term
Free Flow of Information
Definition
protecting and advancing the free flow of accurate and truthful information is essential to serving the public interest and contributing to informed decision making in a democratic society----Be honest and accurate
Term
Competition
Definition
promoting healthy and fair competition among professionals preserves an ethical climate while fostering a robust-business environment
Term
disclosure of information
Definition
open communication fosters informed decision making in a democratic society---avoid deceptive practices
Term
safegaurding confidences
Definition
client trust requires appropriate protection of confidential and private information
Term
conflicts of interest
Definition
avoiding real, potential or perceived conflicts of interest builds the trust of clients, employers and the publics
Term
enhancing the profession
Definition
PR professionals work constantly to strengthen the publics trust in the profession---decline representation of clients or organizations that require actions contrary to this code
Term
Edward Bernays
Definition
PR pioneer-major advocate for a system of state licensing for PR professionals
Term
licensing
Definition
system of state licensing that would "license" PR professionals---similar to doctors, lawyers. etc.
Term
accreditation
Definition
voluntary program that is administered by the Universal Accreditation Board
Term
APR certification
Definition
requires 5 years of full-time experience and either a bachelor's degree in communication or equivalent work experience
Term
1965
Definition
PRSA began accrediting professionals
Term
Society of Professional Journalists
Definition

established a code of ethics:

-seek truth and report it

-minimize harm

-act independently

-be accountable

Term
propaganda
Definition
when persuasive communication tries to sell a belief system or political dogma
Term
front groups
Definition
appear to do one thing, but are actually set up to do something else
Term
stealth lobbying
Definition
"Astroturf groups"--fake grassroot lobbying groups---do not really represent genuine public interests
Term
potential PR legal problems
Definition
defamation, false/misleading claims, invasion of privacy, copyright violation, trademark infringement, violation of SEC regulations
Term
1st amendment
Definition

freedom of:

religion,press,speech

right to:

peaceably assemble, petition the govt

Term
Fairness Doctrine
Definition

FCC adopted it in 1949, abolished in 1987

-required broadcasters to provide balanced coverage of controversial issues and a reasonable opportunity for the presentation of contrasting views

 

Term
Personal Attack Rule
Definition

adopted by FCC in 1967, rescinded in 2000

-when an attack on the honesty, character, or integrity of an individual occured over the airwaves during broadcast about an issue of public importance, the broadcaster had to notify the attacked party and offer a reasonable opportunity to respond

Term
Equal Time Rule
Definition

still active!

-broadcasters must offer all candidates for a particular elected office equal air time

Term
confidentiality
Definition
PR practicioners are required to protect confidential and private information
Term
trade secrets
Definition
information not generally known by others and that has economic value that the disclosure or use could compromise
Term
libel
Definition
damaging a person's reputation in the public eye (written and spoken) ----slander?
Term
succesful libel lawsuit
Definition

1) false statement

2) identification of a victim

3) publication

4) level of fault

5) damages

Term
3 main defenses of libel
Definition

1) truth

2) privilege (attorney/client, doctor/patient)

3) fair comment and criticism

Term
Herbert v. Lando (1979)
Definition

Herbert sued Lando (producer of 60 minutes) for editing the segment in a way that damaged his character

--> S.C. ruledd that journalists may not block questions about the editorial process in libel cases

Term
Privacy Issues
Definition
misappropriation, intrusion, disclosure of private facts, false light
Term
misappropriation
Definition

using someone else's name, image, likeness, or voice for commercial purposes without consulting them--common with public figures and celebrities

ex: bette midler/ford, guy on folger's container

Term
intrusion
Definition

intruding on a person's solitude or private affairs

i.e. trespassing, eavesdropping, using a hidden camera or recorder

Term
disclosure of private facts
Definition
disclosing personal facts about a person---is the information newsworthy? is it the public's right to know?
Term
false light
Definition

placing someone in a false light in the public eye---libel claim

i.e. photo of a man walking on a street in a shady area suggests that the man himself is shady

Term
defenses to privacy
Definition
newsworthiness, consent
Term
copyright
Definition
protects creative works so that the creator can benefit
Term
trademark
Definition
word, name, symbol or design used to identify business products
Term

Securities & Exchange Commision

(SEC)

Definition
regulates financial industries
Term
timely disclosure
Definition

companies that sell securities are required to make timely disclosures to the public

-investors need time to make important investment decisions

Term
insider trading
Definition

someone who has access to information that is not publicly available acts on that information to sell stock, often for great profit

**Martha Stewart

Term
quiet registration period
Definition
after a company makes a new securities offering btu before the registration with the SEC has become effective---must be "silent" about offerings
Term
Sarbanes-Oxley Act (2002)
Definition
corporate executives are required to personally certify the accuracy of financial reports
Term
mea culpa
Definition

"my fault"-best way to deal with a crisis

-take responsibility for actions and tell the truth

Term
creative commons
Definition
creators retain some rights but allow anyone to use their work under certain conditions
Term
unpopular speech
Definition

flag burning

nazi parade through Kokie, IL

religious protests at military funerals

obscenity/pornography

Term
libel v. slander
Definition

libel-permanent, printed, broadcast

slander- temporary, spoken, heard by others

Term
2 types of negligence
Definition

simple negligence-applied to private citizens

gross negligence/actual malice-applied to public citizens

Term
N.Y. Times V. Sullivan
Definition

alabama commisioner L.B. Sullivan sued the NY times about a civil rights ad that he claimed "libeled" him

-won $500,000 in Alabama courts

Term
libel (per se)
Definition

a false statement about another which accuses of a crime, immoral act, inability to perform job, having a disease or dishonesty in business---such claims are considered so harmful that malice need not be proved

i.e. woman=whore, doctor=quack

Term
Vogel v. Felice (2001)
Definition

two politicians running for office sued a publication for listing them in a web posting titled "Top 10 dumb asses"

-court said there was no provable factual opposition so therefore no libel suit

Term
libel per quod
Definition

libel in which the harm to reputation is unclear

i.e. Angie Dickinson/Arthur Fellows

-national enquirer claimed they were together, but he was married

Term
Food Lion v. Capital Cities/ABC
Definition

ABC TV producers lied on job applications to do an expose on food handling at Food Lion

-on appeal, food lion lost on fraud but won with regard to breach of loyalty by reporter-employees

--final settlement awarded to FL: $2

Term
bashing websites
Definition

walmartsucks.org

ihatedell.net

all entitled to our opinions, cannot be sued for expressing them

Term
Carol Burnett
Definition

1981 libel suit against the National Enquirer for accusing her of public drunkenness

-won $1.6 million

Term
arguments for licensing
Definition
establishes uniform educational criteria, sets uniform ethical and professional standards, provides for decertification of unethical practicioners, protects consumers from imposters
Term
arguments against licensing
Definition
any licensing is an infringment of first amendment rights, difficult to define PR, criminal and civil laws already exist for malpractice, voluntary accreditation is sufficent to establish standards
Term
social criticisms of PR
Definition
propaganda and doublespeak
Term
"public relations counselor"
Definition
term adopted by Edward Bernays to diffuse the negative connotation of "propaganda"
Term
definition of propaganda
Definition
deliberate and systematic attempt to shape perceptions, manipulate cognitions and direct behavior to achieve a response
Term
Triumph of the Will (1934)
Definition

made by Leni Riefenstahl

-Nazi minister of propaganda, Joseph Goebbels

Term
"selling wars"
Definition
persuade resistant population of an absolute need for war/conflict
Term
doublespeak
Definition
euphemism, jargon, bureaucratic language, inflated language
Term
newspeak
Definition

coined by Orwell in 1984

-war is peace

-freedom is slavery

-ignorance is strength

 


Term
euphemism, definition
Definition
substitution of a mild, indirect, or vague expression for one thought to be offensive, harsh or blunt
Term
Tylenol poisoning (1982)
Definition

7 people died from cyanide poisioning

-johnson & johnson spent $100mil to recall and replace the product

--J&J behaved so well in crisis that in a year, tylenol sales increased

Term
PRSA code
Definition
primary ethical guide for PR professionals
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