Discussion Questions from Reading Assignments 1/19/2000

Stauber, intro (written by Mark Dowie)

1/ Edward Bernays dubbed the march by New York debutantes down Fifth Avenue in the 1929 Easter Parade as the "torches of liberty contingent." How important are the names assigned to PR efforts?  Was it ethical to use the word liberty when in fact the primary goal of the effort was to subtly change a cultural taboo and sell cigarettes to women?

2/ What is the public perception of PR?

3/ Dowie writes that the best PR is never noticed and that the best PR looks like news?  What is the significance of these statements?  Is he right?

4/ Dowie describes PR as "...an industry designed to alter perception, reshape reality and manufacture consent."  What does he mean by these statements? Is he right?

5/ Dowie also states that the independence of the press...is now being further compromised by the interdependence of advertising and PR.  When the best PR looks like news is the independence of the press threatened?  Is public information corrupted?  Is democracy affected?

Day, 1, Ethics and Moral Development

1/ Day advances the idea that ethics reflects societal norms rather than individual norms. He further states that if we rely on individuals to set their own standards of ethical conduct we invite ethical anarchy.  As such he is advocating codes of conduct.  What implications does this have for PR professionals and media professionals?

2/ Day lists three branches of ethics.  Which branch is the vital link between theory and practice?

a/ metaethics- the study of the characteristics of ethics
b/ normative ethics- concerned with developing general theories, rules and principles of moral conduct
c/ applied ethics- problem solving branch of ethics, confronts ethics in a real world environment

3/ Explain Day's model of ethical communication in terms of the torches of liberty parade.

A moral agent (communicator) with a particular motive (target behavior) commits an act (either verbal or nonverbal) within a specific context (political, social and cultural climate) directed at a particular individual or audience (target public) usually with some consequence (behavioral or societal outcome).

4/ Day lists three principles of moral virtue:  credibility (trustworthiness), integrity (responsibility) and civility (respect for others).  How do these principles relate to PR principles of serving the interests of the client or organization we work for  and the public interest?  Can you provide an example that would further explain this idea?

5/ What socialization processes are at work in the formulation of ethical values?  What forces forge ethical practices within PR firms, PR departments and media organizations?

6/ Can you think of a PR or political example of a Heintz dilemma?

Day, 2, Ethics and Society

1/ Day states that media are instrumental in the transmission of cultural values (through information, persuasion and entertainment) and therefore need an ethical system.  How do media transfer cultural values and where does PR fit into this process?  Is the free flow of information, a primary component of a democracy, impeded in any way by media and PR professionals?

2/ Day lists two levels of moral duty:  general ethical obligations and particularistic ethical obligations.  Which type most directly applies to PR professionals and media professionals?  When should particularistic ethical obligations be overpowered by general ethical obligations?

3/ Day outlines six loyalty groups to consider when deciding among moral duties:  individual conscience, objects of moral judgment, financial supporters, the institution, professional colleagues and society.  Which group should carry the most weight with PR and media professionals?  Discuss some examples of this process.

4/ How important is social responsibility in the corporate world?  How do companies demonstrate that they are socially responsible citizens?  Where does PR fit into this process?

5/ Take a look at the Society of Professional Journalists Code of Ethics and the Public Relations Society of America Code of Professional Standards. Compare and contrast these two professional codes of ethics.  Are the codes being violated today?

6/ Day points out that the Hutchins Commission on Freedom of the Press 1947 report offered five requirements for a free and responsible press.  Are the media upholding these principles today?  How can the PR profession assist or impede journalists in upholding these principles?

7/ What kind of impact will new media technologies such as the Internet have on ethics in PR and media?

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