第6章道德（课件）-《公共关系实务（第14版）》同步教学（清华大学出版社）

公共关系实务 第6章 道德 . If this PowerPoint presentation contains mathematical equations, you may need to check that your computer has the following installed: 1) MathType Plugin 2) Math Player (free versions available) 3) NVDA Reader (free versions available) 1 6.1 讨论应当使公共关系与法律及其他商业活动区别开来的一个方面——伦理。 6.2 探讨当今的企业、政府、媒体及公共关系文化中的伦理——或缺乏伦理。 6.3 讨论企业社会责任的概念。 6.4 强调公关专家“做正确的事”的不可动摇的重要性。 学习目标 . . 2 开篇案例：宝娃（Bow Wow） 说唱歌手宝娃谎称自己乘坐的是私人飞机 公共关系实务是要赢得公众的信任。绝不能说谎 . Public relations must be based on doing the right thing, or acting ethically. 3 道德=重要区别 公共关系实务归根到底就是要赢得公众的信任 要赢得公众的信任，首先就要说实话 公共关系必须建立在“做正确的事情”上 道德应当成为公关人员与律师等其他职业人士的一个重要区别 . . Ethics should separate public relations professionals from other professions, like lawyers. 4 然而实际情况却并非总是如此 2010年，公关公司Reverb Communications让员工冒充普通顾客在苹果的iTunes商店为客户的视频游戏刷好评 2011年，兰尼·戴维斯（Lanny Davis）辞去了被控犯有谋杀罪的科特迪瓦共和国总统洛朗·巴博（Laurent Gbagbo）的公关代表一职 2011年，巨头福莱公司洛杉矶公关办公室负责人因为多收洛杉矶市水电局费用而锒铛入狱 2012 年，Mercury公关公司的一名雇员冒充记者出席了一个反沃尔玛的工会新闻发布会 . . The U.S. Federal Trade Commission settled a complaint against public relations firm Reverb Communications for using employees to pose as customers. Other unethical or illegal actions by public relations firms have been brought to public attention. The reality is that public relations professionals do not always act in an ethical way. Lanny Davis, who previously wrote a book about the importance of transparency in public relations, was a hired gun for the murderous Gbagdo regime, which reportedly committed legendary human rights abuses. Fleishman-Hillard overcharged L.A.’s Department of Water and Power about $50,000 a month for three years. Walmart cut ties with Mercury when a junior staff member showed up at an anti-Walmart union news conference, posing as a reporter. The union discovered the ruse and alerted the media. 5 违反道德的近期案例 2018年，唐纳德·特朗普喜欢时不时地“夸大其词” 田纳西州的保险公司 史蒂夫·班农（Steve Bannon） 公共关系实务在许多不理解它的人眼中是可疑的 . . Public relations has suffered as much as any profession in maintaining ethical standards. 6 学习目标 6.1 讨论应当使公共关系