implementing

3-2 Milestone One Final Project:

Planning Megan George

The Disney Company's mission is to entertain, inform, and inspire people

around the globe through storytelling, creative minds and innovative

technologies.

Disney

Ethics There is a need to comply to professional ethics

when competing professionally. Professional ethics ensure competition among

public relations professionals. Key ethical principles: fairness, honesty, integrity

and expertise (Ikonen, 2017).

Ethics II Honesty; a professional should disclose the conflict of interest at the beginning

of the decision making process. Integrity; the professional should be straightforward in requesting for release

from the involvement in the decision making process. Expertise; a public relation professional should use skills and level of

competence to ensure one does not lose objectivity. Fairness; a public relations professional should be guided by the goal of being fair in all the dealings pertaining to public relations services ((BELINOVA et al,

2017).

Ethics Code on Competition

Honesty; professionals should provide accurate information. Integrity, a public relation professional should not be engaged

in unethical practices in boosting their competitiveness. Fairness; professionals should engage in fair competition.

Best Practices

Beneficence; professionals should not engage in practices that might affect safety of the clients.

Objectivity; professionals should not compromise the goals of the public relations profession on basis of

competition. Expertise; the professional has to adhere to the

professional norms of the profession in competing.

Accurate and Truthful Information

Integrity should be used in ensuring Disney delivers truthful and accurate information to the viewers.

Public relations professionals should ensure client information such as subscription information of the clients is

safe in the information systems (BELINOVA et al, 2017). Disney should match the actions to desired external identity

such as an ethical company.

References

BELINOVA, N. V., BICHEVA, I. B., KOLESOVA, O. V., KHANOVA, T. G., & KHIZHNAYA, A. V. (2017). Features of professional ethics formation of

the future teacher. Revista Espacios, 38(25). Ikonen, P., Luoma-Aho, V., & Bowen, S. A. (2017). Transparency for sponsored content: Analysing codes of ethics in public relations, marketing, advertising and journalism. International Journal of

Strategic Communication, 11(2), 165-178.