Legal, Ethical, & Social Foundations of Public Relations: September 2016

Tuesday, September 27, 2016

Examining the PRSA Code of Ethics

The Public Relations Society of America (PRSA) has an established code of ethics to help guide both seasoned and new PR professionals in conducting ethical and effective practices. In this code, the PRSA lists six professional values or beliefs to consider when determining behaviors and decisions. They are: advocacy, honesty, expertise, independence, loyalty, and fairness.

image by Parton

All six of these values are important and are derived from a solid understanding of ethics in business practice. Personally, I would say that honesty is the most important value listed. If you aren't honest, no one will rightfully believe you about anything else. Without honesty there can be no trust. Without trust public relations will fail.

The PRSA has also established six code provisions: free flow of information, competition, disclosure of information, safeguarding confidences, conflicts of interest, and enhancing the profession.

image by Parton

I think that the concept and execution of this code is impressive with one exception. In my opinion, the idea of competition is a weak inclusion. I feel that the concept could be better expressed as "respect among peers." The American business market is already highly competitive. The country was nearly founded on the idea of competition. Time has proven that competition can do both good and harm. It has been known to strangle innovation as well.

To me, the true competition for a PR professional lies in competing with yourself. Is the PR professional's current campaign as well researched, structured, programmed, and evaluated as his last? Is it better? Professionally, is the PR professional addressing his weaknesses in order to constantly improve his skills? The goal should focus on being better than you were, not better than others are. I feel that competition has its place, but including it in a code of ethics isn't one of them.

My Personal Code of Ethics

image by Parton

Regardless of my feelings about competition's inclusion, the "Public Relations Society of America (PRSA) Member Code of Ethics" is a helpful aid to the PR professional. It sets forth guidelines that all ethical practitioners must follow. I also feel that it is important to allow self reflection and develop one's own personal code of ethics. Much has been written about how to make ethical decisions. Ultimately, it always comes down to personal choice. My personal code of ethics is comprised of five guidelines: listen, show respect, consider character, share, and follow through.

1. LISTEN.

There is a difference between hearing someone and actually listening to them. In order to be a better PR professional, or human for that matter, I must listen to all points of view with an open mind. Listening leads to understanding, and understanding leads to compassion.

2. SHOW RESPECT.

Everyone has an opinion. It is not my job to agree with opposing opinions, but I must respect them. One person's opinion is just as important to themselves as my opinion is to me.

3. CONSIDER CHARACTER.

How one acts when alone is very telling. I try to not do anything that if discovered would cause me shame or embarrassment. Also part of character is being virtuous. A major component of being virtuous to me is developing trust.

4. SHARE.

As a PR professional, it is my job to share my expertise and opinion. Knowledge, however, isn't the only thing that I try to share. Kindness can be shared as well.

5. FOLLOW THROUGH.

Talking about doing something is one thing. Doing it is another. I strive to follow through on my plans. Without action, PR, like anything else, is just talk. This, of course, relates to the evaluation of PR campaigns as well.

Essentially, my personal code of ethics could be expressed as following the Golden Rule. American children are often taught this rule early on in the public school system. It is nearly universally understood as its concepts appear in many cultures and religions throughout the world. In the vast complexities of public relations, adherence to the PRSA member code as well as a personal ethical code is vital to success.

FURTHER READINGS & VIEWINGS

https://www.prsa.org/AboutPRSA/Ethics/CodeEnglish/index.html#.V-gpU_ArKM9

http://www.gordonconwell.edu/resources/How-to-Make-Ethics-Decisions.cfm
http://www.iep.utm.edu/goldrule/
http://www.carnegiecouncil.org/education/001/ethics/0002.html
https://www.brown.edu/academics/science-and-technology-studies/framework-making-ethical-decisions
https://sportsethicist.com/2013/08/05/defining-competition/
http://www.alfiekohn.org/article/case-competition/
http://greatergood.berkeley.edu/article/item/does_mindfulness_make_you_compassionate

https://www.youtube.com/watch?v=IEw9MToY50s

MacKinnon, B. (2013). Ethics: Theory and contemporary issues. (2nd ed.). Boston, MA: Wadsworth.

GLOGSTER

Thursday, September 22, 2016

The Technological Evolution of PR

Technology has transformed the modern business landscape. The means by which we communicate and distribute information have been greatly expanded. Each day our world becomes more paperless. The field of public relations has not been immune to these changes. But at its core, the "why" of public relations remains the same. As PR professionals, our goal is what it always has been - to develop ethical, productive relationships with the public. The "how," as we will see, has evolved with the changing times.

THE RISE OF THE INTERNET

As David Meerman Scott points out, "The Internet has made public relations public again, after years of almost exclusive focus on media." Connections are being made through new channels where transparency and openness are paramount. A website is nearly essential to the success of a modern business. It can serve many functions: announcing news, providing a space for customer feedback, and hosting electronic press kits and embedded media are just a few examples. A site's blog can humanize a business. Websites can also play a major part of storytelling in PR. Discussion boards, Facebook groups/pages, chats, and more can increase online engagement.

Data source: http://mashable.com/2010/08/16/pr-social-media-future/#rjOjxFt32qqy;
image by Parton.

Research for the public relations professional is much faster than it used to be. Information that was gathered through traditional means such as print media is more accessible thanks to the Internet. Search engines like Google or metasearch engines like Dogpile, make finding information easy. However, just because the information is readily available doesn't mean that it is either useful or accurate. User-contributed sites like Wikipedia can be helpful [citation needed] or harmful. As always, the source of any research is of utmost importance. For better or worse, there are no informational gatekeepers, and just because there's a blog doesn't mean it's helpful - even this one.

In addition to improved researching, another positive benefit to public relations brought about by the Internet is the availability of networking opportunities. There are more viable options that allow PR professionals to connect with one another. Sites like LinkedIn provide a social network for the business-minded. A relatively large amount of training is also available online, even graduate degree programs.

Data source: https://muckrack.com/daily/2014/11/11/7-ways-technology-has-changed-public-relations-besides-getting-rid-of-the-fax-machine/; image by Parton

The times continue to change for communications. Some tools, like fax machines, once marvels of business technology, have been nearly replaced by our use of the Internet. Pagers, another once popular communication tool, have seen a huge decline with the adoption of the cellphone. Currently, many consumers seem physically attached to their smartphones. Talking, texting, and interacting online would appear to be a non-stop process for some. Why write a letter if you can send an email? Why send an email if you can tweet? New means of communication are always sliding into place, and, if you need it, there's probably an app for that.

Texting and Twitter have further brought the concept of brevity into play for PR. Sometimes it's better to have more people read one sentence than less people read a full release. It's all relative to what audience you're trying to reach. Likewise, with the increased use of brief exchanges, much of the audience that we're trying to reach now has a shorter attention span.

These advancements in communication have created both positive and negative effects in the field of public relations. Technology has given us more choices, but we must not lose track of what separates us from machines. Body language and tone are a poor fit for online interaction. A face-to-face talk still goes a long way.

SOCIAL MEDIA

Image credit: REUTERS

According to some, "social media is changing the face of PR." Instead of writing a letter of praise or complaint and waiting on a response, social media allows instant posting, quick responses, and the potential to virally spread the conversation. There can be many benefits to social media marketing as well. Facebook has classified our emotions so that we can "like," "dislike," "love," etc. a post, status, photo, or video. Sharing a post online is just as easy. We can also join groups and start business pages for promotional considerations. Instagram lets us share photos - well - instantly. Twitter keeps our thoughts under 140 characters, but even such a short message can have a long reach.

Many social media outlets provide quantifiable statistics. Some of that information is available publicly like how many followers, how many likes, etc. Other helpful information like how many people actually saw or engaged with each post is available to the account administrator. These figures can help in measuring progress in a PR campaign. There are effective tools like HootSuite and TweetDeck to make social media administration easier, but there isn't a perfect management tool yet. "For now at least, social measurement data should be taken with a grain of salt," says Erica Swallow.

The ease of access to businesses as well as their customer-bases has created a sense of immediacy. Our society has developed into a culture of now. Patience used to be a virtue, but these days it's often a relic. Now that complaints and praise can be shared instantly, there has been a larger focus on the customer experience. David Meerman Scottt reminds us, "In our always-on world, buyers expect instant 24/7 communications."

Data source: retrieved from http://www.cison.com/us/2014/09/6-ways-social-media-changed-public-relations/; image by Parton

NO SUBSTITUTE FOR SKILL

Data source: http://mashable.com/2010/08/16/pr-social-media-future/#rjOjxFt32qqy;
image by Parton

Good writing is good writing whether it's in a blog, newspaper, or tweet. While new tools will never replace the skills and talents necessary for successful public relations, they should be embraced when effective. For example, applying search engine optimization techniques and establishing subscription content across multiple platforms can contribute to more successful PR. Traditional methods like press releases are still viable, but we can't expect them to reach all audiences.

Technology has changed how the message can be delivered, but not the point of the message. As tech continues to evolve, the amount of tools that are available to the PR professional will keep increasing. However, we shouldn't rush to embrace every new development. Peter Linas distills the situation by saying, "The technology you use should help you achieve...by enhancing the PR skills you already have." Just as not all businesses have the same needs, not all PR platforms are applicable for every client.

Incorporating appropriate technology can help the PR professional remain relevant while improving public engagement. Digital tools should be combined with traditional methods to increase the scope and effectiveness of a PR program. Hashtags, trending topics, YouTube channels, blogs, social networks, online reviews, chats, and the like all have their place, but we must not lose sight of the human connection.

SUGGESTED READINGS:
http://www.cision.com/us/2016/03/the-power-of-storytelling-in-pr/
https://www.engadget.com/2015/05/17/microsoft-attention-span-study/
http://mashable.com/2010/08/16/pr-social-media-future/#Gm.f5RU0vqqQ
http://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social-media-marketing/#77bade052a4d
http://blog.clientheartbeat.com/social-media-changed-customer-experience/
http://www.prdaily.com/Main/Articles/20719.aspx
http://www.cison.com/us/2014/09/6-ways-social-media-changed-public-relations
http://techforluddites.com/the-twitter-hashtag-what-is-it-and-how-do-you-use-it/
https://blog.twitter.com/2010/to-trend-or-not-to-trend

Scott, D.M. (2015). The new rules of marketing & pr. Hoboken, New Jersey: John Wiley & Sons, Inc.

Thursday, September 15, 2016

The FBI v. Apple

Last December, a mass shooting in San Bernardino, California left 14 people dead. The FBI approached Apple for assistance in accessing the shooter's recovered cell phone. Their intent was to learn more about the shooter's whereabouts in the 18 minutes following the attack. Additionally, they wanted to know whom the shooter was in contact with prior to the massacre. Apple did offer assistance, including four possible ways to obtain the information. However, they refused to rewrite software to essentially create a new operating system that would allow the government access to the encrypted phone. According to Apple, this wasn't a case about one phone, but rather about privacy.

Apple resisted the government's request on the grounds that it violates the right to due process. Past legal rulings have determined that code writing is a type of free speech. After they were issued the court order, Apple communicated with its employees and customers before officially responding. CEO Tim Cook, issued a statement further outlining his company's stance. In Apple's view, complying with the FBI's request would have set a dangerous precedent. According to one article, "Cook's argument was that if the FBI could access this iPhone, nothing would stop them from doing it to many others." After much back-and-forth, the case was ultimately dismissed, and the FBI did gain access to the shooter's phone without Apple's help.

The events in the showdown between the FBI and Apple unfolded over 43 days. Image by Parton.

A more in-depth timeline can be viewed at USA Today.

According to the New York Times, Alex Abdo of the American Civil Liberty Union said, "Apple deserves praise for standing up for its right to offer secure devices to all of its customers." Additionally, numerous tech companies came out in support of Apple including Google, Amazon, and Facebook among others. These industry leaders expressed concerns that complying in this case could create permanent access for the government.

As events unfolded, the public seemed unsure if they should side with Apple or the FBI according to contradictory surveys from both Pew and Reuters. Ethically, there are many points to ponder in making such a decision. The ethical underpinnings of this case demonstrate aspects of egoism, utilitarianism, and Kantism.

The FBI accused Apple of looking out for their business interests instead of the greater good. If this was true, then the tech giant's actions could be considered an instance of egoism. On some level, Apple did likely have their own self-interest in mind in addition to the privacy concerns they touted. When Apple initially assisted the government without writing the new OS, they were showing ethical egoism as they helped others without hurting themselves.

According to Barbara MacKinnon's view on utilitarianism in "Ethics: Theory and Contemporary Issues" "even torture can be acceptable if it results in good such as valued information." With this in mind, perhaps some are able to justify the FBI's motives in wanting access. While it is a violation of privacy, fewer people would take issue if the method was applied only to the shooter's phone as a means of preventing potential terrorism. However, if one phone could be accessed by the government, what would stop them from accessing more? And if Apple agreed to help the US, what if they were asked by China (where Apple has a large customer base) for similar assistance? How could they say "yes" to one, and "no" to another without expecting their business - and image - to suffer? From a utilitarian view, Apple imagined making an exception for the US government would probably do more harm than good.

From a Kantian point of view, people - or in this case their personal information - should not be abused. People have the highest intrinsic value. Apple likely acted with moral worth and with what they thought was the right intention - to protect privacy. Were they to bypass the encryption, their morals - and potentially their business - could have been compromised. Apple felt they had a moral obligation to protect their customers. Kant would have likely believed that the intrusion of the government in this matter was wrong.

Photograph by Chip Somodevilla/Getty Images

Apple has claimed that their response was not a business decision. Realistically, everything a business does is a business decision. Regardless of intent or motive, when a business like Apple takes a stand, people notice. And, to their credit, Apple has demonstrated a social conscience in other issues despite their billions of dollars in profit. Apple held a press conference on March 21 spending much time talking about privacy, the environment, and medical research (ResearchKit and CareKit). Some suggest it is possible that Apple was engaging in a marketing strategy with these initiatives. Even if it was mainly marketing, all parties involved seem to have benefited. Likewise, this incident doesn't appear to have had a negative effect on the Apple brand. They are still highly profitable and visible in the public eye.

While no specific legal precedent was set before the case was dismissed, there were useful results from this confrontation. The most important public relations outcome is that people are talking about the topic of tech privacy now. The broader issue remains unresolved, but at least more people are aware and hopefully capable of making their own informed decision. There is a larger debate to be had between tech providers and legal authorities over privacy and access to data. While this specific encryption case is over, another showdown is inevitable.

Getty Images