Apr Flashcards For Accreditation 2012-Ethics

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General Principles Underlying Public Relations Practice

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Act in the public interest.
Use honesty and integrity as your guide.
Ensure accuracy and truth.
Deal fairly with all publics

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More specific principles defining how public relations is practiced

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- Accurately define what public relations strategies and tactics can accomplish;
- Maintain the integrity of communication channels;
- Safeguard confidences;
- Do not damage the reputation of others.
- Avoid conflicts of interest.

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Decision-Making Process

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1. Define the specific ethical issue or conflict;
2. Identify internal and external factors (legal, political, social, economic) that may influence the decision;
3. Identify the key values;
4. Identify the audiences who will be affected by the decision and define the public relations professional's obligation to each;
5. Select ethical principles to guide your decision-making process;
6. Make your decision and justify it.

Front 4

Copyright law:

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Two major goals of copyright laws are to protect the original creator of the work and to provide economic incentive for new knowledge.

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Common law copyright

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An author who creates a tangible expression of his or her ideas immediately acquires common law copyright of the work. This right continues until the author dedicates work to the public by a general publication, or surrenders common law right to obtain specific statutory copyright protection.

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Statutory copyright

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To obtain statutory copyright, an author must submit to the Library of Congress and display the copyright symbol (c) on the material. Creative expression of ideas is subject to copyright.

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Ownership of copyright for photography and artwork

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The contract between your organization and the non-employee who takes photos or creates artwork determines who owns the copyright. The copyright owner determines use and the cost of use of the creative work. Be clear about the ownership of both the negatives and hard copies of photos or artwork in the contract you develop with your legal counsel. The organization owns an employees' work done on behalf of the organization.

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Defamation

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Defamation is untruth that damages a reputation. Written or pictorial defamation is known as libel. Spoken or verbal defamation is known as slander and need not be spoken in a public setting. To qualify as defamation, the statement must be untrue.

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Fair comment

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This privilege insulates a reporter or publication against defamation (libel or slander). Not a license to circulate derogatory information, the information must be related to community interest with the subject.

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Digital Millennium Copyright Act (DMCA)

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A U.S. digital rights management law enacted in October 1998 to deal with the special challenges of regulating digital material.

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Fair Use

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This law allows use or parts of copyrighted materials without violating copyright laws and without paying a royalty or fee when used for: criticism, comment, news, reporting, teaching, scholarship or research.

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Foreign Agents Registration Act of 1938

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Public relations practitioners working for any "foreign principals" must register under this act, whether they are directly lobbying U.S. government officials or anyone in a public relations or related position representing a foreign government to register and label lobbying materials as "political propaganda."

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Intellectual property

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This legal term describes rights or entitlements that apply to the ownership and use of certain types of information, ideas or other concepts in an expressed form.

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New York Times v. Sullivan

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This ruled that actual malice must be proven by a public figure.

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Right of privacy

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Ensures an individual's right to be left alone and can be violated if names, likeness, and/or information is used for commercial purposes. Can be in the form of public disclosure of embarrassing private facts, intrusion, appropriation, false light.

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Slavish copying

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Extensive word-for-word copying. One can use the idea, but not the creative expression of the idea. For a violation, copying must be word for word. Paraphrasing is not a violation.