Ethics, theoretically easy but hard to implement

After viewing this chapter, I got a closer look to how to be a good PR practitioner.

Helping one particular organization which you are working for to be responsible for their effects on the social and physical environments is very important which this chapter has explained by one word “Conscience”.

Within “Ethics”, from what I have learnt via reading this chapter, Michael Josephson has mentioned although there are a wide cultures existing in this world currently there are always 10 values to be in common for us to behave ethically. Honesty, integrity, keeping promises, fidelity, fairness, caring for others, respect for others, responsible citizenship, pursuit of excellence, and accountability.

Each of the words above seems very important to go through perfectly. However, from my point of view, it is not easy to handle one thing while considering all these ten values, and what we need to do is to think carefully, intensely, or we can actually write down the steps which we are going to cover and ensure that we will follow these first ten values.

Being ethical or unethical cannot judge a person whether he is good or bad. The only thing causes being unethical is to ignore the requirements which had been required to act as ethical behaviour.

To avoid some unethical and harmful problems, we need to be careful. Also, we need thorough ethical learning, and the ability to use systematic methods to encompass respect, and balance multiple viewpoints. That is to say, we must find the easiest way to show the public the best course of action.

To make it in reality, this chapter gave us some little tips to be mindful of ethics in every situation. There are three sessions, the first is to be willing to see ethics as in a way of making it visible, and the second one is aware of ethics as a challenging area and therefore constantly increasing their knowledge. In this session, the steps of fostering the knowledge aspect of mindfulness are reading, then thinking critically about and discussing what various people have written on ethics, not only in books and academic articles but also in blogs and online forums. The third one is simply called “skill”, in order to explain this, what we should do is to discuss, practice, combine, select, and apply them everyday as part of regular public relations activity.

These above are what influenced me most, since these things seem to be very easy to understand but they are difficult to implement.

About Media Relations..

After reviewing this lecture of Media relations, I recognized that media relation is actually a middle person who has the right and good skills to deal with tough nuts which have been generated among media, media practitioners and the clients.
There are four tactics included into media relations. They are written, spoken, acted and imagined tactics. How these generated was because that a PR person needs to communicate with their clients and somehow the journalists will use the PR person as their reporting resources.
It is very important to handle the relationships between the media and the public`s responses. Also, if we want to help one company to perfectly sell their products, what we need to do is to find out the accurate angle to launch to start, for example, cigarettes are harmful to our human health. However, what we should do is not to start with the weaknesses of these cigarettes, instead, we need to grab the bright sides of them.
From this lecture, I gained a lot. I know how to deal with the public in a very smart way, and I have learnt that to build a relationship with the media should be based on trust during a certain period of time. No theoretical promises before we know we cannot make it, and be punctual, also as a PR, we need to think more and more. More than the media and the public expected.