PRIA Lawbook of Deontology - Report Example

Ethics Student’s Name Institutional Affiliation Executive summary This report explores the approach of public relations in trying to address the rumors raised against the Gotham computing technology. It also assesses the Quantum computing project to the best interest of the company and the public as well. This report further tries to explore the ethical issues used in public relations to promote good coexistence between the members of the public and company management. The finding and recommendations are thereby essential in analyzing ethical concerns at Gotham computing technology. Introduction According to PRIA the term Public relations refers to careful, intentional and sustained effort to establish and maintain good rapport between the members of the public and the organization. The publics are the explicit groups to which campaigns are targeted. It might also refer to consumers or the workers in the same department within the company. In case of condensed relationship between the organization and the public, there is a need for the intervention of the public relations to solve the dispute. Public relations look for the various ways and approaches to deliver their messages to the targeted public. It calls for the public relations to have certain skills in practice such as writing skills in order to be capable of putting an idea onto forward so that the public can read it and respond (Wilcox & Cameron 2006). In addition, presenting ability, as well as personal appearance in grooming becomes essential in presenting the information between the public and the organization. Finally, confidence in conducting research and disseminating the finding are appropriate in ensuring that the strategies are appropriate and achievable. This prompts the ability of public relation in solving disputes between the organization and the public (Bobbitt &Sullivan2005). Findings The ethical issue in the Gotham Company lies on the invented technology that hopes to rejuvenate the company business. The discovered method of insulating silicon cables in large scale without their degrading the quality in transmission hope to manufacture the first quantum computing technology. It is later discovered that this technology is defective and that the transmission degradation would prevent the success of the proposed project. This defective technology has generated many rumors to the public which has led to the decline of the company’s profit as well as losing the public confidence (Langford 2001). In this company, the major shareholder is the chief executive officer. In response to these rumors, the decision to restore the public confidence requires critical address to the ethical issues. The company interest is to protect the defective technology and favorably rival with the international companies in the worldwide market. Moreover, the public also needs to know the quantum computing technology both in its potential benefits and a positive feedback on the alleged rumors to the company project. The resolution to the conflict must considerably suit both the public and the company from the potential discovered project (Harper 2003). The decision to make the right judgment comprises of the company’s interest and other internal factors vital in considerations. It is to the best interest of the company stakeholders, investors and shareholders to have the quantum computing project advance to the proceeding phases of functions. This is due to the fact that, the quantum computing technique is in infant phases and has not initialized its operation. By this, the company needs to reframe and restructure their strategies, review the alleged rumors against the project to the best interest of the public and consequently help to gain the public confidence as well as the market. The chief executive officer has the major shareholding in the company, and this means the company's decision must be in line with the company's project that suit the company’s goals and objectives. This being the case, then, the intended project must continue to the next phase of operations with relevant address to the issues made by the public through the said rumors. Similarly, the external factors, the public as well as the market, are significant to the considerations in the making of decisions (Wilcox 2009). PRIA Codes of Ethics Being a public relations consultant, it is vital to include all the factors in the making of the final decision. The provision of the core values in the codes of ethics will be one of the most guiding factors in decision making process. The PRIA code of ethics sets out some of the key values in the duties and responsibilities of all the members acting as public relations consultant. This includes fairness, honesty and competence. In practicing fairness, all the benefits to the public and market due to the quantum project as well as the perceived potential weaknesses of the project will be documented. All the documents shall include non-manipulated copies of both the evaluation of the intended quantum computing bearing the benefits and its potential weaknesses to the public and the market. In the report, to respond to the rumors through the media would involve the response in the demerits of the Quantum computing. All the rumors will be addressed through the media while stating the company’s strategies in trying to solve them (Taylor 2000). Therefore, the available report will be in the public docket so that they can add into the company’s idea in the Quantum computing. These reports will also be made available to the company’s management, internal public, stakeholders, investors, the shareholders and interested parties to the operation and execution of the company's project. The decision to allow the company to proceed to the next stages will be approved after the public feedback indicates satisfaction over the Quantum computing. Presently, the idea the project is not feasible due to raised rumors against the project and the public confidence towards the company is reducing (Hallahan2000). The decision obviously affects the company’s management, Quantum computing team, shareholders and the stakeholders. The PRIA code of ethics is the model of professionalism and requires that public relations practitioner is apparent to professionalism through the behaviour. This involves the presentation of the reports and documents without common errors such as spelling or grammatical errors in the written work. It also involves clear, neat and easily understood documentation. In addition, personal appearance and presenting ability in regard to grooming and dress code as well as confidence are essential in addressing issues. Finally, the ability to identify and addressing the public rumors in a confident manner may affect the company management. This is because; the public will be given the relevant information of the Quantum computing in its perceived benefits and demerits. To management, the effect will be incurred expenses in the reorganization of project parts and delayed period before venturing in the rival market. It will also make some of the key investors to the company to be reluctant in their investment decisions until the company is able to restore the public confidence of the new Quantum computing project (Hyslop 2002). The PRIA code of ethics considers fairness, honest and professionalism in this scenario. The fairness in the decision is a long term company’s in achieving business goals and objectives. If the Quantum computing is restructured and designed in an expert way, the company is potential in the global computing market with commercial manufacturing of Quantum computers using Gotham technology. This will enable the company to Rival with its major international companies. Honest in the decision and presenting ability of the findings enables the company to recognize the need to make changes in their technology advancement. The company should also equip the public with relevant information about the upcoming Quantum computing technology. The practice of professionalism attributes to the fair decision in response to the rumors and the success of the company (Langford 2001). Conclusion and recommendations This decision is based on competence, honesty and fairness in the execution of duties as a public relation practitioner. It is against the IPRA code of ethics, to bleach the stated rules to suit the interest of one party against the other party. In the scenario discussed, the decision is in the interests of both the Gotham technology and public. The company needs to strive and gain the confidence from the public. In addition, the public requires comprehensive information that addresses the rumors alleged against the Quantum computing. This means that, the decision to the both parties is not influenced by either internal or external factors (Newsom & Haynes 2008). Indeed, the decision takes into considerations the mutual relationship between the Quantum computing technology and public. Having disseminated the honest and fair information, the company and public disputes are solved and confidence of the public towards Quantum computing technology is restored. References Bobbitt, R. AndSullivan, R .2005, Developing the Public Relations Campaign, Pearson Education Inc., USA Hallahan, K. 2000, ‘Inactive Publics: The Forgotten Publics in Public Relations’, Public Relations Review, 26(4), winter, p. 499. Harper, P. 2003, ‘Networking the deaf nation’, Australian Journal of Communication, 30(3) pp. 153-166. Hyslop, G. 2002, ‘for many audiences: developing public programs at the National Archives of Australia’, [online], ArchivesandManuscripts, 30(1), May, pp. (48)-59. Langford, P 2001, ‘keeping everyone happy: how to manage all business relationships like valuable customers’, [online], B+FS, 115(6), Dec pp. 62-64. Newsom, D and Haynes, J 2008, Public Relations Writing Form and Style, 8th edn, Newsome, D., Turk, J and Kruckeberg, D 2004, This is PR: the realities of public relations, 8thedn, Thomson Wadsworth, USA. Taylor, M. 2000,Cultural Variance as a Challenge to Global Public Relations: A Case Study of the Coca-Cola Scare in Europe, Public Relations Review, 26(3), fall, p.277Thomson Wadsworth, Canada. Wilcox, D and Cameron, G 2006, Public Relations Strategies and Tactics, International Edition, 9thedn , Pearson Education Inc., USA Wilcox, D. 2009. 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