Cornelius B. Pratt

Communicating Corporate Social Responsibility.

In recent years, U.S. corporations have devoted substantial attention and resources to proactive social-responsibility programs, in part to serve the interests of the American publics and those of the publics of the foreign countries in which they operate, and in part to enhance their political and social positions in various communities. Evidence suggests, however, that because they have failed to communicate effectively the significance of their contributions to community life, these corporations have benefited less from some of their programs than they might have. In this paper, the authors suggest an explanation for this failure, and propose a strategy of social-responsibility activities and communication designed to maximize the returns on corporate efforts. Jarol B. Manheim is an associate professor of political science and Cornelius B. Pratt, APR, is an assistant professor of communication studies at Virginia Polytechnic Institute and State University, Blacksburg.

Advertising ethics: A contextual response based on classical ethical theory

F. P. Bishop argues that the ethical standard for advertising practitioners must be utilitarian. Indeed, the utilitarian theory of ethics in decision-making has traditionally been the preference of U.S. advertising practitioners. This article, therefore, argues that the U.S. advertising industrys de-emphasis of deontological ethics is a reason for its continuing struggle with unfavorable public perceptions of its ethics — and credibility. The perceptions of four scenarios on advertising ethics and the analyses of the openended responses of 174 members of the American Advertising Federation to those scenarios suggest that advertising practitioners need a stricter adherence to deontological ethics than is indicated in this study.

PRSA members' perceptions of public relations ethics

Abstract This study examines the reported ethical beliefs and behaviors of 307 practitioners (all members of the Public Relations Society of America) in the mid-Atlantic district of the United States, and compares their beliefs and behaviors with their perceptions of those of their peers and top management. Beliefs of top management are perceived as more ethical than those of both practitioners and peers, but top management is perceived as less likely to take disciplinary action against unethical behaviors. Among four demographic characteristics, age has the most significant relationship with self-reported ethical standards.

Chinese and non‐Chinese scholars’ contributions to communication research on greater China, 1978–98

This content‐analytical study investigates, over a two‐decade period, the contribution of ethnic and non‐ethnic scholars to communication research on Greater China. Although its findings show a significant increase in research publications on China over the years by both Chinese and non‐Chinese scholars, Chinese scholars are much more productive than non‐Chinese scholars. In addition, mixed ethnicity scholars have published more comparative studies than single ethnicity scholars. Telecommunications and advertising are the two fastest growing areas in communication research on China.

Hill & Knowlton's Two Ethical Dilemmas.

Abstract This article presents arguments for and against the acceptance, in 1990, of two controversial accounts by the worlds third-largest public relations agency: Hill & Knowlton, Inc. Does the acceptance of such controversial, high-billing accounts in the 1990s reflect the greed of the 1980s? The firm argues that its pro-life campaign for the National Conference of Catholic Bishops demonstrates its commitment to an individuals and organizations right to free speech. Also in 1990, the agency represented Citizens for a Free Kuwait, a lobbying group that sought to foster, with Kuwaiti governments support, Kuwaits interests in the United States. This article also examines the ethical implications of both accounts and concludes that whatever ethical infractions that may have occurred reflect the agencys dominant public relations practices, not necessarily the greedy 1980s.

Do popular magazines promote weight‐control messages? Implications of weight‐control advertisements for the health of African American women

Trends in advertisements on weight‐control issues in Essence and Ladies’ Home Journal are examined during a 10‐year period, 1984–1993. The readership of Essence is primarily African American and female; that of Ladies’ Home Journal is primarily White and female. A comparison of the content of Ladies’ Home Journal ads with that of Essence ads, over the 10‐year period, indicated that Ladies’ Home Journal had a significantly greater proportion of ads on weight‐control products, and they encompassed more product categories; however, Essence had a significantly larger proportion of weight‐control messages in more message categories. We discuss the implications of these results for the health risks associated with the prevalence of obesity among African American females.

Editorials in national development: Perceptions of Nigerian journalists

Abstract This study examines the self‐reported perceptions of the role of editorials in national development for a purposive sample of 348 full‐time, salaried Nigerian journalists on nine national newspapers in two newspaper ownership groups: private and government. Three major findings are indicated. The first finding is that, on seven‐statement comparisons of the role of editorials in national development, government journalists perceived their editorials as more supportive of the government than did private journalists, a result largely reflective of government newspapers’ persuasive role in behalf of government agencies. The second finding is that ownership of newspapers is not a particularly strong factor in journalists’ perceptions of the role of editorials in development. Such a finding calls into question the rationale for the continuing case for private ownership of Africas media institutions as a solution to the limitations of the regions media in exercising independent, effective, and persuas...