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Toward  the Establishment of Ethical Standardization in Public Relations Research, Measurement Toward  the Establishment of Ethical Standardization in Public Relations Research, Measurement

Toward the Establishment of Ethical Standardization in Public Relations Research, Measurement - PowerPoint Presentation

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Toward the Establishment of Ethical Standardization in Public Relations Research, Measurement - PPT Presentation

Bowen Don W Stacks University of Miami Shannon A Bowen University of South Carolina What Is a Standard An idea or thing used as a measure norm or model in comparative evaluations ID: 670330

stacks research public don research stacks don public relations 2013 ethical ethics evaluation association measurement bowen amp statement standards

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Slide1

Toward the Establishment of Ethical Standardization in Public Relations Research, Measurement and Evaluation: Recent Research from Don Stacks and Shannon Bowen

Don W. Stacks

University of Miami

Shannon A. Bowen

University of South CarolinaSlide2

What Is a Standard?“An idea or thing used as a measure , norm, or model in comparative evaluations.”*

Why standards are important

Professionalism

Comparative evaluationProvides a stronger argument for inclusion at the “managerial table”

2

*Source: Oxford English Dictionary

©Don W. Stacks, 2013Slide3

Standards versus Best PracticesStandards define and determine WHAT needs to be measuredBest practices illustrate HOW to best meet the objectives of the standard

3

©Don W. Stacks, 2013Slide4

A Best Practices Approach

4

Source: Michaelson, D., & MacLeod, S. (2007). The application of “best practices” in public relations measurement and evaluation systems.

Public Relations Journal, 1(1)

, 1-14

©Don W. Stacks, 2013Slide5

Movement toward Standardization

5

From:

Primer of Public Relations Research, Second Edition,

by Don W. Stacks.  Copyright 2011 by The Guilford Press. All rights reserved.

Traditional

Contemporary

Standard Nonfinancial Measures

©Don W. Stacks, 2013Slide6

Business Goal(s) & Objective(s)

Public Relations Goal(s)

Public Relations Objectives

Informational

Motivational*

Behavioral

* - - - indicates benchmarks not being met and informational strategies need to be reframed or refocused.

Standardizing Goals and Objectives

*

6

From: Stacks, D.W. (2011).

Primer of Public Relations Research

(2

nd

Ed

.) New York:

The Guilford Press. All rights reserved.

©Don W. Stacks, 2013Slide7

Toward a Program Excellence Standard

7

Time

Development (Evaluation) Refinement (Evaluation) Final Evaluation

Secondary/

Benchmark

Informational/Evaluation

Motivational/Evaluation

Behavioral

/

Evaluation

Planned benchmarked evaluations

From: Stacks, D.W. (2011).

Primer of Public Relations Research

(2

nd

Ed

.) New York:

The Guilford Press. All rights reserved.

©Don W. Stacks, 2013Slide8

Ethics as Best Practices8

Issues managers must identify potential problems, research must be conducted, and both problems and potential solutions must be defined in an ethical manner. Therefore,

ethics

can be defined for public relations as how we ought to decide, manage, and communicate

[Emphasis original].

Bowen, S. A., Rawlins, B., & Martin, T. (2010). An overview of the public relations function. New York: Business Expert Press, p. 130.

©Don W. Stacks, 2013Slide9

IPR Measurement Commission Research Ethics Statement*

The duty of professionals engaged in research, measurement, and evaluation for public relations is to advance the highest ethical standards and ideals for research. All research should abide by the

principles of intellectual honesty, fairness, dignity, disclosure,

and respect for all stakeholders involved, namely clients (both internal and external), colleagues, research participants, the public relations profession, and the researchers themselves.

9

*http://www.instituteforpr.org/research/commissions/measurement/ethics-statement/

©Don W. Stacks, 2013Slide10

Core Ethical Values*Autonomy

Respondent Rights

Fairness

BalanceDutyLack of BiasNot Using Misleading DataFull DisclosureDiscretion

JudgmentProtection of Proprietary DataPublic Responsibility

Intellectual IntegrityGood Intention ReflexivityMoral Courage and Objectivity

10

*http://www.instituteforpr.org/research/commissions/measurement/ethics-statement/

©Don W. Stacks, 2013Slide11

Ethical Tests*Kant’s ethical “forms”

Duty

: Decisions and actions should be universal and reversible. Dignity and respect: Decisions and actions must take into account other people and not one’s own selfish self-interests. Intention: Decisions and actions should demonstrate good-will over all other interests.

†The best (normative) ethics requires all 3 tests to be passed for a good decision. In the practical sense, 2 of 3 is not bad, but the most stringent philosophers say all 3 should be passed to be truly ethical.

11

*Bowen, S.A., & Stacks, D.W. (2013). Toward the establishment of ethical standardization in public relations research, measurement

and evaluation.

Public Relations Journal, 7(3),

1-28.

©Don W. Stacks, 2013Slide12

Research Questions12

“How do professional associations that deal with

public relations research, both academic and

professional, express codes of ethics, statements, orconduct regarding the ethical practice of research?”

“If they have an ethics guideline, what principles or values are espoused?”

©Don W. Stacks, 2013Slide13

AssociationsThe professional associations included the

American Association for Public Opinion Research (AAPOR),

American Marketing Association (AMA),

Council of American Survey Research Organizations (CASRO),Institute for Public Relations Measurement Commission (IPRMC)International Association of Business Communicators (IABC),

International Chamber of Commerce (ICC),International Public Relations Association (IPRA)Marketing Research Association (MRA),

Promotional Marketers Association (PMA),Public Relations Society of America (PRSA), andQualitative Research Consultants Association (QRCA).

The educational associations included the

Association for Education in Journalism and Mass Communications (AEJMC),

International Communication Association (ICA), and

National Communication Association (NCA).

13

©Don W. Stacks, 2013Slide14

14

Formal

Ethics and Ethical Principles Statements

Formal

Research

Ethics

Intellectual

Respect

for

Association

Statement

?

Honesty

Fairness

Dignity

Disclosure

All

Involved

AAPOR

Yes

Yes

Yes

Yes

Yes

Yes

AEJMC

Yes

Yes

Yes

Yes

Yes

Yes

AMA

Yes

No

Yes

No

Yes

Yes

CASRO

Yes

No

Yes

Yes

Yes

Yes

IABC

No

--

--

--

--

--

ICA

No

--

--

--

--

--

ICC

Yes

Yes

Yes

Yes

Yes

Yes

IPRMC

Yes

Yes

Yes

Yes

Yes

Yes

IPRA

No

--

--

--

--

--

MRA

Yes

Yes

Yes

Yes

Yes

Yes

NCA

No

--

--

--

----PMANo----------PRSANo----------QRCAYesYesYesYesNoYes%Yes 57.1No 42.9Yes 75.0No 25.0Yes 100.0No 0.0Yes 75.0No 25.0Yes 87.5No 12.5Yes 100.0No 0.0Note: Principle columns percentages reflect only those associations who have a stated formal research ethics statement.

©Don W. Stacks, 2013Slide15

15

©Don W. Stacks, 2013Slide16

Bowen’s Social Media Guidelines*

*Bowen, S.A. (2012). Using classic social media cases to distill ethical guidelines for digital engagement.

Journal of Mass Media

Ethics, 28

, 119-113.

16©Don W. Stacks, 2013Slide17

An Ethical Research StandardResearch should be autonomous and abide by the principles of a

universalizeable

and reversible duty to the truth, dignity and respect for all involved publics and stakeholders, and have a morally good will or intention to gather, analyze, interpret, and report data with veracity.

17

©Don W. Stacks, 2013Slide18

Case Study 1*The Danger of Organizational Culture Neglecting Ethics: Forest Laboratories and

Celexa

(H.O)

Does this case pass the three ethical tests/forms?What ethical standards are identifiable in the case?What measurement standards

How would social media change this type of promotion?

How can it be made transparent (i.e., full disclosure)?

*Courtesy of S.A. Bowen, contributed to: to Center, A. H., Jackson, P., Smith, S.&

Stansberry

, F. R. (forthcoming).

Public relations practices: Managerial case studies and problems

(8

th

ed

). Upper Saddle River, NJ: Pearson Prentice Hall

18

©Don W. Stacks, 2013Slide19

Toward the Establishment of Ethical Standardization in Public Relations Research, Measurement and Evaluation: Recent Research from Don Stacks and Shannon Bowen

Don W. Stacks

University of Miami

Shannon A. BowenUniversity of South Carolina