Climate Cover Up by James Hoggans highlights the use of framing techniques by PR executives. The definition of framing is to prearrange so as to ensure a desired outcome; fix. In public relations, it is imperative to maintain an ethical base. Honesty, Independance, Loyalty, Expertise, Advocacy and Fairness are all standards that must be upheld in any PR strategy. There is a disconnect when it comes to the understanding of PR activities and Spin doctors.
How far is too far? When does framing become unethical? The answer is when one of the standards of ethics is breached. In recent news Dominos Pizza used a commercial to expose Papa Johns use of puffery, stating that they made better pizza. The commercial was a hit. Ethics is needed as a system of checks and balances between an organization and its publics. Here's the video, tell me what you think.
You had some great highlights in the your posting. There is a thin line between ethical and unethical, as well as spinning and and framing. As PR practitioners we need to remain ethical in order to maintain our honesty, independence, loyalty, fairness and advocacy.
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