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9 Cards in this Set
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Celebrities in PR campaigns - endorsements |
Endorsements, recommendations from celebrities can be persuasive, especially if - the celebrity is known to have used the product - the celebrity participated in the program, service - the celebrity espoused the idea being presented |
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Celebrities - spokespersons |
Often used as they are charismatic, familiar Doesn't automatically translate into money, votes, but can garner media attention, public interest |
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Celebrities - ethical considerations |
Some nonprofit orgs can't afford the price tag of celebrities Paid appearances sketchy if pharmaceutical companies pick up the tab for endorsements of a medical charity Criteria for which celebrities use in deciding whether to align selves with charity - eg. gravitate towards 'media-friendly' illnesses |
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Code of ethics |
Standards of conducts indicating how one should behave based on moral duties and virtues The primary obligation of membership in PRINZ is the ethical practice of PR and the principles, standards guiding ethical decisions and actions |
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Treaty of Waitangi - article 1 |
The chiefs of the Confederation and all the chiefs who have no joined that Confederation give absolutely to the QoE for ever the complete government over their land |
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ToW - article 2 |
The QoE agrees to protect the chiefs, etc. in the unqualified exercise of their chieftainship over the lands but the chiefs et al. will sell land to the Queen at a price agreed by both parties |
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ToW - article 3 |
The QoE will protect all the ordinary people of NZ and will give them the same rights and duties of citizenship as the people of England |
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Ethical communication involves... (8) |
1. Respecting intellectual property rights 2. Acting promptly to correct communication errors 3. Dealing fairly with clients, employers 4. Being prepared to identify clients you represent 5. Never accepting kickbacks 6. Never intentionally damaging the professional reputation of another org 7. Avoiding cultural stereotyping, being open to cultural perspectives 8. Acknowledging that PR is persuasion |
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TARES test |
Truthfulness Authenticity Respect Equity - not taking advantage of lack of knowledge Social responsibility - serving broader public interest |
