MKTG 123 CH. 6

Professional organization investing in revamping its code of ethics.

Doing the right thing based on values like honesty, expertise, independence, loyalty, and fairness.

Instances like Madoff’s Ponzi scheme and R. Allan Stanford's actions that breach ethical standards.

Right vs. Wrong

Religious Beliefs

Acceptable standards of behavior

greatest good for greatest number

do what is right though the world should perish

do the right thing

to never lie

advocacy

honesty

expertise

independence

loyalty

fairness

standards of conduct that indicate how one should behave based on moral duties and virtues

values that guide a person, organization, or society — concepts such as right and wrong, fairness and unfairness, honesty and dishonesty. depends on culture, religion, education.

suggests a commonly accepted sense of professional conduct that is translated into formal codes of ethics

a formal statement of the values and business practices of a corporation. Can be short mission statement or a sophisticated document that requires compliance with articulated standards and that has a complicated enforcement mechanism.

dictates the behavioral expectations that an organization holds for its employees and agents.

to increase public confidence, to stem the tide of regulation, to improve internal operations, and to respond to transgressions.

CSR is about how companies manage the business processes to produce an overall positive impact on society.

This implies that any social institution, from the smallest family unit to the largest corporation, is responsible for the behavior of its members and may be held accountable for their misdeeds.

touches practically every level of organizational activity, from marketing to hiring, from training to work standards.

product lines,

marketing practices,

corporate philanthropy,

environment activities, external relations,

employment diversity in retaining and promoting minorities and women, and

employee safety and health.

1. The news media should not communicate unofficial charges affecting reputation or moral character without giving the accused a chance to reply.

2. The news media must guard against invading a person’s right to privacy.

3. The media should not pander to morbid curiosity about details of vice and crime.

1. we adhere to the highest standards of ethics in the public relations profession.

2. we protect the integrity of client information

3. we honor our role in society.

compares the legal profession to that of PR in that (1) bot are advocacies in an adversarial climate and (2) both assume counterbalancing messages will be provided by adversaries.

Barney and Black suggest practitioners have no obligation to consider the public interest or any other outside view beyond that of their client.

based on collaboration, working jointly with different people, and allowing for both listening and give-and-take.

Grunig suggests that the practitioner balances his or her role as a client advocate with one as social conscience for the larger public.

based on the principle that businesses do well by doing good.

Baker suggests that companies gain a competitive edge and are more respected in the marketplace if they behave ethically.

based on the ideal of professional responsibility. It postulates that practitioners’ first loyalty is to their clients, but they also have a responsibility to voice the opinions of organizational stakeholders.

the practitioner’s greatest need for ethical guidance is in the reconciliation of being both a professional advocate and a social conscience.

Advocacy

Honesty

Expertise

Independence

Loyalty

Fairness