JOUR 705 - Ethical Issues in Public Relations and Advertising

(3 units)

This summer intensive course focuses on how public relations and advertising practitioners must balance brand image management with public transparency and informed decision-making. Topics covered in this course include ethical theory and decision making, ethical behavior in public relations and advertising practices, principles of the PRSA and AAF codes of conduct and ethical decision-making professional scenarios.

Maximum units a student may earn: 3

Grading Basis: Graded
Units of Lecture: 3
Offered: Every Summer

Student Learning Outcomes
Upon completion of this course, students will be able to:
1. demonstrate an understanding of professional ethical principles and apply work ethically in pursuit of honesty, accuracy, fairness and diversity.
2. explain the function of ethics and demonstrate proficiency in the professional skills needed in ethical Public Relations and Advertising practices.
3. express ethically-sound rationale for decision-making including an awareness of alternative views and impacts on stakeholders.
4. use and apply standards of the PRSA and AAF codes of ethics to uphold honesty, loyalty, independence and expertise especially in the current communications environment.
5. apply knowledge and skills to incorporate multiple perspectives and represent diverse stakeholders equitably and accurately.

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