Applying professional ethical standards in public relations and advertising, develop and post one approximately 700-word response to the above case. *Justify* your answer on the basis of your analysis of professional ethical standards in public relations and advertising. Response must incorporate an analysis of the article by Hal Dean and the “Question of Ethics” video. Post must avoid summarizing the case. I’m looking for analysis. Post must include citations of appropriate codes/standards.· Kathy R. Fitzpatrick (2002). “From Enforcement to Education: The Development of the PRSA Member Code of Ethics 2000,” Journal of Mass Media Ethics 17 (2), 111-135. Available through FIU libraries.
· Review: 

Public Relations Society of American Member 2000 Code of Ethics.
Links to an external site.

·

Council on Public Relations Firm Code of Ethics.
Links to an external site.

·

Principles and Practices for Advertising Ethics

Actions

· Hal Dean (2005) ”

After the Unethical Ad: A Comparison of Advertiser Response Strategies

Actions

 ” Business and Society Review 110:4 433-458. 

Watch

· “

A Question of Ethics
Links to an external site.
.” An interview sponsored by the Public Relations Institute of Australia.

Assignments

·
Case: ”

Role of Public Relations in the Alar Scare

Actions

” 
·
Case Response: Applying professional ethical standards in public relations and advertising, develop and post one approximately 700-word response to the above case. *Justify* your answer on the basis of your analysis of professional ethical standards in public relations and advertising. Response must incorporate an analysis of the article by Hal Dean 
and the “Question of Ethics” video. Post must 
avoid 
summarizing the case. I’m looking for analysis. Post must include citations of appropriate codes/standards.Full Terms & Conditions of access and use can be found at
https://www.tandfonline.com/action/journalInformation?journalCode=hmme21

Journal of Mass Media Ethics

ISSN: 0890-0523 (Print) 1532-7728 (Online) Journal homepage: https://www.tandfonline.com/loi/hmme20

From Enforcement to Education: The Development
of PRSA’s Member Code of Ethics 2000

Kathy R. Fitzpatrick

To cite this article: Kathy R. Fitzpatrick (2002) From Enforcement to Education: The Development
of PRSA’s Member Code of Ethics 2000, Journal of Mass Media Ethics, 17:2, 111-135, DOI:
10.1207/S15327728JMME1702_03

To link to this article: https://doi.org/10.1207/S15327728JMME1702_03

Published online: 17 Nov 2009.

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From Enforcement to Education:
The Development of PRSA’s
Member Code of Ethics 2000

Kathy R. Fitzpatrick
DePaul University

� The Public Relations Society of America’s (PRSA) Member Code of Ethics 2000
assumes professional standing for PRSA members, emphasizes public relations’ ad-
vocacy role, and stresses education rather than enforcement as key to improving in-
dustry standards. Code development involved more than 2 years of research and
writing and the counsel of outside ethics experts. In this article I review the code de-
velopment process, providing an insider’s perspective on the ethics initiative.

Public Relations Society of America (PRSA or the Society) members
marked the new millennium by adopting a new code of ethics approved by
PRSA’s Assembly in October 2000 (see Appendix). The code, which re-
placed standards of practice established half a century ago and revised
several times since, reflects the Society’s desire to position PRSA as the eth-
ics brand leader in the industry and to raise the ethical performance of
public relations professionals (S. L. Waltz, Jr., personal communication,
June 12, 2001).

PRSA’s newest code differs from its predecessors in three significant
ways. The 2000 code assumes professional standing for PRSA members; it
emphasizes public relations’ advocacy role; and it contains no enforcement
provisions. In the words of code drafters, the code is aspirational and edu-
cational, designed to motiva




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