A PRSA education resource for Chapter Ethics Officers to provide materials and information to members regarding ethics in public relations.

1. Note to speaker: It is very unlikely you will make a presentation using all of these slides. This was prepared so that you can pick and choose material that suits your needs, all designed to communicate the importance of ethical communication. Most of the sources noted on each slide update their information annually. Just do a Web search for the most current information. Questions? Contact Tom Eppes [email_address]

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5. James Earl Jones No. 1 on this attribute Tom Hanks No. 2 Michael J. Fox No. 3 Morgan Freeman No. 4 Forbes e-Poll 2010

6. Others in the Top Ten on this attribute Sally Field Ron Howard Will Smith Bill Cosby Denzel Washington Mike Rowe Forbes e-Poll 2010

7. __ R __ __ __ Need a hint? Let’s reveal one letter at a time…

8. __ R __ S __

9. __ R U S __

10. TRUST It’s critical to success in public relations.

11. What does it say about us that some celebrities are trusted so much and business, government and other institutions so little?

12. “ There is a pervading crisis of confidence and trust in the global corporate culture. Trust has been ruptured between many organizations and their constituencies. Yet trust is at the basis of every relationship. The loss of trust leads to the loss of reputation and, ultimately, to the loss of business.” Ruder-Finn Public Relations

13. Listen to Carly on trust. And think about the attributes of trust you’ll see on the bottom left of the screen.

14. Carly Fiorina, former CEO of HP

15. Trusted? Top 10?

16. Trusted?

17. Trusted?

18. Trusted?

19. Most Trusted Brand In the U.S. Millward Brown research, 2010

20. #2 Most Trusted Brand in America Millward Brown research, 2010

22. Is trust important to business? “ Trust is something business can’t do without...It isn’t some fuzzy nice-to-have; it’s the lubricant without which the City and Wall Street are as frozen as a rusted motor. If there is debt or credit, there has to be trust.” Business columnist Simon Caulkin, The Guardian

23. Who is trusted among TV News Networks? Public Policy Poll, 2010

25. Can “Experts” Be Trusted? 2010 Edelman Trust Barometer

26. 2010 Edelman Trust Barometer Can sources be trusted?

27. What professions are most trusted? Will you define your profession? Or will it define you?

28. #1 Profession for Honesty and Ethical Standards Nurses

30. Do we trust government? Only 17% of Americans trust the government to do the right thing most or all of the time. 52% of Americans agreed with the statement that “quite a few government officials are crooked.” NY Times/CBS Poll, Oct. 2008

31. Do we even trust what we eat? Less than 20% of consumers trust food companies to develop and sell food products that are safe and healthy for themselves and their families. 60% are concerned about the safety of food they purchase. IBM Research June 24, 2009

32. CAN I TRUST YOU? That’s what defines reputation.

33. What Affects Corporate Reputation? 2010 Edelman Trust Barometer *Ranked #1 in 2006 **Ranked #3 in 2006

34. DO YOU AGREE OR DISAGREE WITH THIS STATEMENT? Trust is the most important consideration I make, even more than political viewpoint, when I consider who to vote for, and more important than price and quality when I consider who I do business with, or who I invest with. Researchers asked: Edelman Trust Barometer, 2007

35. DO YOU AGREE OR DISAGREE WITH THIS STATEMENT? Trust is the most important consideration I make, even more than political viewpoint, when I consider who to vote for, and more important than price and quality when I consider who I do business with, or who I invest with. 85% Agreed 66% Agreed Strongly Only 10% Disagreed Edelman Trust Barometer, 2007

36. Ethical behavior is the right thing to do. It’s also the foundation of long-term business success and profitability. How to earn trust

37. Note to Speaker Please use the following slides as needed for your presentation. Feel free to mix and match any slides to fit the subject matter you’ll be addressing.

38. Code of Ethics The Public Relations Society of America A standard for ethical behavior and trust building

39. Basic Code Principles Honesty Adhere to the highest standards of accuracy and truth in advancing the interests of those you represent and in communicating with the public. Maintain the integrity of relationships with the media, government officials, and the public. To ensure honesty, investigate the accuracy of information given to you. Reveal sponsors for causes/interests. Disclose financial interests.

40. Basic Code Principles Fairness Deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. Respect all opinions and support the right of free expression. Build trust with the public by revealing all information needed for responsible decision making.

41. Basic Code Principles Expertise Advance your profession through your continued professional development, research, and education. Build mutual understanding, credibility and relationships among a wide array of institutions and audiences.

42. Basic Code Principles Advocacy Serve the public interest by acting as responsible advocates for those you represent. Provide a voice for the organization through ideas, facts and viewpoints to aid informed public debate.

43. Basic Code Principles Independence Provide objective counsel to those you represent. Avoid real, potential or perceived conflicts of interest you will build the trust of clients, employers and the public.

49. DWYSYD CREDIBILITY IS: DO WHAT YOU SAY YOU WILL DO

52. How does the following clip measure up on honesty, transparency, full disclosure and candor ‘til it hurts?

54. Trust If you build it, they will come. (Domino’s Sales up Dramatically)

55. Board of Ethics and Professional Standards Public Relations Society of America