Ethic standards and pr management

ETHIC STANDARDS AND PR MANAGEMENT

Zueva A. D., Shmeleva Zh. N.

Krasnoyarsk state agrarian university, Krasnoyarsk, Russia

The article deals with the problems of nowadays PR management and its ethic standards.

For such a fairly specific, confidential, based on interpersonal relationships and to a large degree of creative spheres, which for various reasons are the PR, some legislation is not enough.

Firstly, not every law is able to become a full guarantee for preventing abnormal manifestations in any professional course (especially in PR). Secondly, this very activity occurred and was formed earlier than the accepted rules of law governing it. And thirdly, there is no regulatory framework does not "override" all conceivable situations in PR and always wish someone would find the opportunity for fraud.

Moreover, in practice often arise PR considerable contradictions between the objective and ethical means to achieve this goal, may be questions about the very purpose and morality. Is of great importance, and reliance on the client, and even society in the structure of the PR-and PR in general. Therefore, PR-sphere can not simply ignore certain ethical standards. Unable to use PR to support an unjust cause. Moreover, pursuing the ultimate open, socially acceptable goals, and based on accurate information, work in PR should promote the establishment and development of social harmony.

As you know, all sorts of ethical standards are made up of several elements. First of all, these should include the general, recognized in the civilized environment, conditions of human behavior, regardless of his profession. So being a part of the whole enterprise as a social phenomenon, PR must also be taken into account in business ethics.

In each country, the Association of PR work out for themselves the basic concepts of professional activity. The most famous and quoted from them are:

Public Relations Society of America (Public Relations Society of America (PRSA)) and the International Association of professionals engaged in business communication (International Association of Business Communicators (IABC has as its members representatives of 52 countries) in . Revamped its code of ethics. The new code, which includes 12 articles on the content differs little from the version in 1985, but compared to this version of the main provisions of the Code have been somewhat modernized. PRSA Code should be mentioned especially, since it is one of the oldest documents of this kind ( its origin dates back to 1950) were the most powerful influence on other organizations working in the field of communication. PRSA Code based on the following principles to be followed by members of the organization: to fulfill their professional duties precisely, accurately, honestly and with understanding their responsibilities to society, improve their professional knowledge and skills through continuing education and research.

Code of Professional Standards Public Relations Society of America, created to regulate the practice of people working in this field, was adopted in 1950, but later underwent several changes. Revision 1988. was made on the basis of the Code of the North American Council of Organizations of Public Relations (North American Public Relations Council (NAPRC)), the organization, which includes 13 associations, including PRSA.

Most professional organizations believe that the fundamental objective of the code of ethics is not a disciplinary enforcement, but education and vocational information - the wording of the standards of conduct that will serve as members of organizations for leadership in their professional activities. In the ethics of professional conduct includes other terms that can not even be available codes.

Harm to the compatible dinners, visits to places of entertainment, go to an informal relationship and generally considered inappropriate closeness between the firm and its clients. These small achievements can deprive the legal fees and much more.

Since PR-business ethics is directly related to its result.

Peculiarities of regulation of PR in Russia.

Legal norms.

PR-activities in Russia does not have a legislative act, such as, for example, the Federal Law "On Advertising". Adoption of such a single regulatory instrument which can fully reflect all possible in this area relationship, prevents, above all, diversity of public relations. To influence public opinion using the most diverse instruments - from informational messages to the media prior beliefs of individuals in a private conversation. This set is unrestricted and depends only on the creativity of experts. Frequently used and innovative technology.

But this does not mean that the legal field of PR-action is outlined in the other state regulations.

In Russia, every employee of PR needs to know:

1. The law "On information, informatization and information protection."

2. The law "On Advertising"

3. Law "On Copyright and Related Rights".

4. The Law on Trademarks, Service and Appellations of passage of goods. "

This is only a small fraction of law directly defining the scope of some PR-action. A large number of law contained in other legislation of the Russian Federation, with cross-sectoral in nature: "The certification of products and services," "On enterprises and entrepreneurial activity", "On competition and limitation of monopolistic activity on commodity markets", etc.

The practical side of the issue.

1. Know your own values. Taking a thorough and systematic look at the values you hold and espouse as a person and a public relations practitioner will help you when you are “under the gun” being pressured by a supervisor, client, or someone else. Listing the most important qualities of an admired person or mentor is a productive exercise, as well as listing the values that you hold most dear. Researchers (Ladkin, 2006) call this exercise “attending to one’s own values” and it is important to help you articulate your beliefs and reasoning, as well as stand your ground when your reasoning is challenged. Matching your own values to those espoused by your employer or client means that you have a solid relationship on which to build your professional practice. Otherwise, you might have to become an “activist” for ethics in your organization or seek employment in an environment more congruent with your own values (Berger & Reber, 2006).

3. Spot and discuss ethical issues. Issues management (Heath, 1997), as the primary function that seeks out and resolves problems before they become crises, is an area with a natural propensity to identify perplexing ethical situations. Public relations professionals should study the academic research and best practices of issues management to best prepare themselves to engage ethical issues. Research (Bowen, 2002b) has found that identifying issues that will become ethical problems is one of the most challenging aspects of issues management. Failing to identify an ethical issue before it is acted upon can result in costly failures for the organization, both in terms of operational cost in the resulting loss of reputation as an ethical organization. Being hyper-vigilant on the early identification of ethical issues allows more time for their analysis, research, discussion, and resolution than does waiting until one is identified by a public or by the media. Early identification also allows the organization to take a proactive stance to defining and managing the issue, rather than a reactionary stance when it is defined by others. Additionally, self-vigilant awareness of such issues is the ethically responsible approach for an organization, showing a willingness to resolve problematic issues as a responsible organization and morally good intentions.

5. Educating decision makers in the organization, specifically the CEO and dominant coalition, of the abilities if the public relations function to engage in ethical advisement by using issues management, research, relationships with publics, and conflict resolution should be one of the primary responsibilities of communication executives. Most chief executives originate from financial or engineering backgrounds, and no little or nothing about the capabilities of public relations beyond media relations. So, it is the responsibility of the public relations practitioner to educate him or her about the many ways that public relations can contribute to the success of the organization, including solving and preventing ethical dilemmas. Educating the CEO and other dominant coalition members in the organization is one of the primary routes through which practitioners in the IABC study said they achieved membership in the strategic decision making core. Therefore, this recommendation also serves to empower the public relations function within an organization and to foster high-level career access for practitioners.

References

1.  Аги У, Кэмерон, Олт и др., Самое главное в PR – “Питер”, 2004г.

2.  , PR: теория и практика

3.  Фрейзер, Сайтэл, Современный Паблик Рилейшнз

4.  www. prinfo. *****

5.  www. *****

6.  www. *****