an article about your organization you read a fact that you think is
wrong. In further investigation you discover this information is also
posted on your website. You can trace the material back to a 1997 annual
report where the information was reported that year and was true,
however, in 2014 this information is now incorrect.
You are the chairperson of an awards ceremony. You have notified the
finalists but the policy of the event is to announce the winners the
night of the event. A colleague calls and tell you they want to bring
their boss, but only if they are the winner.
You are part of a decision-making team at your work to buy a new piece
of expensive equipment. One of the manufacturers representatives is your
future in-law, who recently loaned you and your future spouse a down
payment for a home.
You meet a friend at a public hearing and your are introduced to
several colleagues prior to the evening. One of these people brags to
you they are being paid to speak for an issue that night, or they would
not be there. Many people speak for the issue clearly making an impact
on the city council.
Compare each problem to the PRSA code of ethics.
From the PRSA code of ethics describe what core value(s) are in issue?
on the Authur Page Principles ( Page 115 or of your book) review the
issue and discuss how these principles might have prevented the issue
and could work toward correcting the issue.
Imagine now that you are the PR practitioner assigned to resolve this issue.
Select ethical principles to guide your decision making.
What steps would you take to correct this problem?
prepared to share your case in class and explain what you found. This
is an informal presentation to the class. No visuals are required.
This is the page frome the book .
Arthur W. Page practiced seven principles of public relations
management as a means of implementing his philosophy.
Tell the truth. Let the public know what’s happening and provide an
accurate picture of the company’s character, ideals and practices.
Prove it with action. Public perception of an organization is
determined 90 percent by what it does and 10 percent by what
Listen to the customer. To serve the company well, understand
what the public wants and needs. Keep top decision makers and
other employees informed about public reaction to company
products, policies and practices.
Manage for tomorrow. Anticipate public reaction and eliminate
practices that create difficulties. Generate goodwill.
Conduct public relations as if the whole company depends on
it. Corporate relations is a management function. No corporate
strategy should be implemented without considering its impact
the public. The public relations professional is a policymaker capable
of handling a wide range of corporate communications
Realize a company’s true character is expressed by its people.
The strongest opinions—good or bad—about a company are
shaped by the words and deeds of its employees. As a result, every
employee—active or retired—is involved with public relations. It
is the responsibility of corporate communications to support each
employee’s capability and desire to be an honest, knowledgeable
ambassador to customers, friends, shareowners and public officials.
Remain calm, patient and good-humored. Lay the ground-
work for public relations miracles with consistent and reasoned
attention to information and contacts. This may be difficult with
today’s contentious 24-hour news cycles and endless number
of watchdog organizations. But when a crisis arises, remember,
cool heads communicate best.
Courtesy Arthur W. Page Society. From www.awpagesociety.
com/about/the-page-principles (April 2012).
Your explanations explain the PRSA core value(s) in question.
Based on the Authur Page Priniciples your explanation offers how this set of values might be used to resolve these issues.
You have provided a thoughtful plan to resolve these issues.
You have used correct spelling and grammar.
Total Points: 20
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