Chapter 5- Trust and Ethics in Public Relations

8/13/2019 Chapter 5- Trust and Ethics in Public Relations

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Ethics in PR


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Whats the key to selling acar? Or anything else?

PRSA Board of Ethics and Professional Standards, 2011


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See if you can fill in the blanks based on hints in the following slides.


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James Earl JonesNo. 1 on this attribute

Tom HanksNo. 2

Michael J. FoxNo. 3

Morgan FreemanNo. 4

Forbes e-Poll 2010


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Others in the Top Ten on this attribute

Sally Field

Ron Howard

Will Smith

Bill Cosby

Denzel Washington

Mike Rowe

Forbes e-Poll 2010


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__ R __ __ __

Need a hint?

Lets reveal one letter at a

time


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__ R __ S __


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__ R U S __


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TRUSTIts critical to success in public relations.


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What does it say about us that some

celebrities are trusted so much and

business, government and other institutions

so little?


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There is a pervading crisis of confidence and trust

in the global corporate culture. Trust has been

ruptured between many organizations and their

constituencies.

Yet trust is at the basis of every relationship. The

loss of trust leads to the loss of reputation and,

ultimately, to the loss of business.


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Trusted? Top 10?


13/49Trusted?


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Trusted?


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Trusted?


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#2 Most Trusted Brand in America

Millward Brown research, 2010


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Top 10 Most Trusted Brands

Amazon.com

FedEx

Downy

Huggies

Tide

Tylenol

Toyota (changing?)

WebMd

Pampers

UPS

Milward Brown research, 2010


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Is trust important to business?

Trust is something business cant do without...It isnt some

fuzzy nice-to-have; its the lubricant without which thebusinesses are as frozen as a rusted motor.

If there is debt or credit, there has to be trust.

Business columnist Simon Caulkin, The Guardian


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Who is trusted among TV News Networks?

Public Policy Poll, 2010


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Can Experts Be Trusted?

2010 Edelman Trust Barometer


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2010 Edelman Trust Barometer

Can sources be trusted?


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What professions are most trusted?

Will you define your profession?

Or will it define you?


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#1 Profession for Honesty and Ethical Standards

Nurses


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Best (and worst) Professionsfor Honesty and Ethics

Nurses

Pharmacists

Police

Engineers

Dentists

College Teachers

Clergy

Chiropractors

Psychiatrists

Journalists

Bankers

Governors

Lawyers

Business Execs

Advertising practitioners

Senators

Insurance Sales

Stockbrokers

Members of Congress

Health Insurance Managers

Gallup Poll, Nov. 2009


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Do we trust government?

Only 17% of Americans trust the government to do

the right thing most or all of the time.

52% of Americans agreed with the statement that

quite a few government officials are crooked.

WhereasOnly 10% urban Indians trust their government!!!


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Do we even trust what we eat?

Less than 20% of consumers trust food companies

to develop and sell food products that are safe andhealthy for themselves and their families. 60% are

concerned about the safety of food they purchase.

IBM Research

June 24, 2009


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CAN I TRUST YOU?Thats what defines reputation.


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What Affects Corporate Reputation?

2010 Edelman Trust Barometer*Ranked #1 in 2006

**Ranked #3 in 2006


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DO YOU AGREE OR DISAGREE WITH THIS STATEMENT?

Trust is the most important consideration I make, even more than

political viewpoint, when I consider who to vote for, and moreimportant than price and quality when I consider who I do business

with, or who I invest with.

Researchers asked:

Edelman Trust Barometer, 2007


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DO YOU AGREE OR DISAGREE WITH THIS STATEMENT?

Trustis the most important consideration I make, even more thanpolitical viewpoint, when I consider who to vote for, and more

important than price and quality when I consider who I do businesswith, or who I invest with.

85% Agreed

66% Agreed StronglyOnly 10% Disagreed

Edelman Trust Barometer, 2007


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Ethical behavior

is the right thing to do.Its also the foundation of long-term

business success and profitability.

How to earn trust


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Code of Ethics

The Public Relations Society of America

A standard for ethical behavior and trust building


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Basic Code Principles

FairnessDeal fairly with clients, employers, competitors, peers, vendors,

the media, and the general public. Respect all opinions and

support the right of free expression.

Build trust with the public by revealing all information needed for

responsible decision making.


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ExpertiseAdvance your profession through your continued professional

development, research, and education.Build mutual understanding, credibility and relationships among

a wide array of institutions and audiences.


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AdvocacyServe the public interest by acting as responsible advocates for

those you represent. Provide a voice for the organization throughideas, facts and viewpoints to aid informed public debate.


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IndependenceProvide objective counsel to those you represent.

Avoid real, potential or perceived conflicts of interest. You will

build the trust of clients, employers and the public.


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Professional Standards Advisories(Code Additions & Updates)

Plagiarism

Falsely representing anothers ideas or words as

your own

Different than copyright infringement

All too frequent today with Internet availability

Must give proper credit to creator


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Looking the Other Way

Failing to sound alarm for ethical dilemmas

Some professions dont tell by custom

Too much See no evil, hear no evil, speak no

evil


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Expropriation of Intellectual Property of Others

Stealing ideas from business presentations

Must have an upfront understanding and

presentation must be presented with a copyright

indicated


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Use of Video News Releases as a Public Relations Tool

News stories, B-roll and clips on video are VNRs

Producers of VNRs must indicate their origin

TV stations must indicate the origin of a VNR


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Financial Information

Exercising independent professional judgement

Keeping track of company affairs and all investor

laws and regulations

Ensuring full and fair disclosure.


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Internet Public Relations

Disclose any affiliations in chat room postings

Offer opportunities for dialogue and interaction with

experts

Reveal the background of experts, disclosing any

potential conflicts of interest

Practice principled leadership in the digital world,

adhering to the highest standards


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Corporate Practice

Truth and accuracy in communications

How to handle confidential information

What gifts are acceptable and not acceptable

Fair dealings with suppliers and vendors

Safeguarding of client proprietary information

Abuse of inside information


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The Page Principles(The Arthur W. Page Society includes PR leaders from Americas leading corporations)

Tell the truth.

Prove it with action.

Listen to the customer.

Manage for tomorrow.

Conduct public relations as if the whole company depends on it.

Realize a companys true character is expressed by its people.

Remain calm, patient and good-humored.


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How does trust pay out?

Efficiency. Business transactions take longer and cost more whentrust is absent.

Improved employee performance.One study showed trust in senior

management improved profitability 13%.

Customer retention.Trust in salespeople has a significant impact oncustomer retention.

Vendor Selection.A survey of purchasing managers shows trust is atop criteria for selecting vendors.

Innovation. Product innovation increases when there is trust betweenbusiness units.

Arthur W. Page Special Report, 2009


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TrustIf you build it, they will come.

(Dominos Sales up Dramatically)

Chapter 5- Trust and Ethics in Public Relations

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