{"id":77,"date":"2024-09-19T09:50:18","date_gmt":"2024-09-19T09:50:18","guid":{"rendered":"http:\/\/localhost\/mediaethics\/?post_type=content&#038;p=77"},"modified":"2026-08-26T13:38:23","modified_gmt":"2026-08-26T13:38:23","slug":"chapter-10-public-communication","status":"publish","type":"content","link":"https:\/\/routledgelearning.com\/mediaethics\/students\/part-3-persuasion-public-relations\/chapter-10-public-communication\/","title":{"rendered":"Chapter 10: Public Communication"},"content":{"rendered":"\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:var(--wp--preset--spacing--60);padding-bottom:var(--wp--preset--spacing--60)\">\n<div class=\"wp-block-group alignwide is-layout-flow wp-block-group-is-layout-flow\"><nav style=\"--separator: &quot;\/&quot;\" class=\"wp-block-breadcrumbs\" aria-label=\"Breadcrumbs\"><ol><li><a href=\"https:\/\/routledgelearning.com\/mediaethics\/\">Home<\/a><\/li><li><a href=\"https:\/\/routledgelearning.com\/mediaethics\/students\/\">Students<\/a><\/li><li><a href=\"https:\/\/routledgelearning.com\/mediaethics\/students\/part-3-persuasion-public-relations\/\">Part 3: Persuasion &amp; Public Relations<\/a><\/li><li><span aria-current=\"page\">Chapter 10: Public Communication<\/span><\/li><\/ol><\/nav>\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-7387b849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\"><h1 class=\"wp-block-post-title\">Chapter 10: Public Communication<\/h1>\n\n\n<p class=\"wp-block-paragraph\">The influence public relations practitioners exert in the public forum is critically examined in this chapter through five cases that detail practices in public communication, political campaigns, cause campaigns, and governmental communication, probing the ethical limitations of such practices within a democratic system. How has the role of a public relations practitioner shifted in political campaigns in light of deep fakes and the proliferation of misinformation and disinformation? How does a public health communicator balance a responsibility to communicate facts about science while navigating political pressures and growing public distrust? Is there such a need to enhance the communication capability of some voices in the public forum that public relations must be employed? The actions of contemporary politicians and public figures, from first ladies Melania Trump and Michelle Obama\u2014and their husbands\u2014to the activist students from Parkland, Florida, are assessed through a variety of philosophical and ethical principles.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\">\n<media-player  load=\"visible\" id=\"vidstack-video-block_9531923e3a387b69959648ce401fb7eb\" class=\"vidstack-video\" title=\"Chapter 10 - Video Introduction\" src=\"https:\/\/s3-eu-west-1.amazonaws.com\/s3-euw1-ap-pe-ws4-cws-documents.ri-prod\/9781032391397\/Chapter-10-Intro-Video.mp4\">\n  <media-provider>\n                  <media-poster\n          class=\"vds-poster\"\n          alt=\"\">\n        <\/media-poster>\n\n  <\/media-provider>\n  <media-video-layout><\/media-video-layout>\n  <media-controls class=\"vds-controls\">\n      <media-controls-group class=\"vds-controls-group\"><\/media-controls-group>\n  <\/media-controls>\n<\/media-player>\n\n\n<h3 class=\"wp-block-heading\">Chapter 10 &#8211; Video Introduction<\/h3>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-background wp-element-button\" href=\"https:\/\/routledgelearning.com\/mediaethics\/wp-content\/uploads\/sites\/20\/2024\/09\/Chapter-10-Intro-Video-Transcript.docx\" style=\"background-color:#e5d6eb;padding-top:0;padding-bottom:0;box-shadow:none\">Transcript<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group alignwide is-layout-flow wp-block-group-is-layout-flow\">\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Key questions for the chapter<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>How has the role of a public relations practitioner shifted in political campaigns in light of deep fakes and the proliferation of misinformation and disinformation?<\/li>\n\n\n\n<li>How does a public health communicator balance a responsibility to communicate facts about science while navigating political pressures and growing public distrust?<\/li>\n\n\n\n<li>Is there such a need to enhance the communication capability of some voices in the public forum that public relations must be employed?<\/li>\n<\/ol>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Case 41<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Discussion Questions<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>To whom is moral duty owed in this case?<\/li>\n\n\n\n<li>Is the \u201cgreater good\u201d more important than the \u201cgolden mean\u201d in this scenario?<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">Weblinks<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Video resource: Dr. Anthony Fauci discusses COVID-19 Origins and Lessons Learned 3 Years Later<br><a href=\"https:\/\/youtu.be\/E9WvEP8OrL4?si=FoiO9eaQEdLlcwqT\">https:\/\/youtu.be\/E9WvEP8OrL4?si=FoiO9eaQEdLlcwqT<\/a><\/li>\n\n\n\n<li>Article resource: Anthony Fauci Biography and Career Timeline<br><a href=\"https:\/\/youtu.be\/E9WvEP8OrL4?si=FoiO9eaQEdLlcwqT\">https:\/\/youtu.be\/E9WvEP8OrL4?si=FoiO9eaQEdLlcwqT<\/a><\/li>\n\n\n\n<li>Article resource: Loved or hated, Fauci\u2019s Parting Advice: Stick to the Science<br><a href=\"https:\/\/apnews.com\/article\/health-d9ca855cbf3589e9443a710341129681\">https:\/\/apnews.com\/article\/health-d9ca855cbf3589e9443a710341129681<\/a><\/li>\n<\/ol>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Case 42<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Discussion Questions<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>What role should generative AI play in political campaigns? Should deep fakes be regulated?<\/li>\n\n\n\n<li>How can public relations practitioners and campaign managers proactively champion transparency in the 2024 election?<\/li>\n\n\n\n<li>How can media literacy initiatives play a role in this context?<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">Weblinks<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Article resource: Poll: America\u2019s believe AI will Hurt Elections<br><a href=\"https:\/\/www.axios.com\/2023\/09\/11\/poll-ai-elections-axios-morning-consult\">https:\/\/www.axios.com\/2023\/09\/11\/poll-ai-elections-axios-morning-consult<\/a><\/li>\n\n\n\n<li>Article resource: How real is the threat of AI Deepfakes in the 2024 election?<br><a href=\"https:\/\/www.npr.org\/2023\/07\/30\/1190970436\/how-real-is-the-threat-of-ai-deepfakes-in-the-2024-election\">https:\/\/www.npr.org\/2023\/07\/30\/1190970436\/how-real-is-the-threat-of-ai-deepfakes-in-the-2024-election<\/a><\/li>\n\n\n\n<li>Article resource: White House Secures AI Safeguard Agreements from Eight Additional Tech Companies<br><a href=\"https:\/\/www.cnn.com\/2023\/09\/12\/politics\/white-house-artificial-intelligence-commitments\/index.html\">https:\/\/www.cnn.com\/2023\/09\/12\/politics\/white-house-artificial-intelligence-commitments\/index.html<\/a><\/li>\n<\/ol>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Case 43<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Discussion Questions<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Why (or why not) should the government fund such campaigns targeted at children?<\/li>\n\n\n\n<li>Does the first lady (or man) position entitle a person to hold such national influence?<\/li>\n\n\n\n<li>How should the government evaluate which social causes to support?<\/li>\n\n\n\n<li>How should the government respond to criticisms about cause campaigns?<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">Weblinks<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Web resource: Office White House Be Best Website<br><a href=\"https:\/\/trumpwhitehouse.archives.gov\/bebest\/\">https:\/\/trumpwhitehouse.archives.gov\/bebest\/<\/a><\/li>\n\n\n\n<li>Web resource: Melania Trump\u2019s Be Best Initiative<br><a href=\"https:\/\/melaniatrump.com\/be-best\">https:\/\/melaniatrump.com\/be-best<\/a><\/li>\n\n\n\n<li>Article resource: Melania Trump\u2019s \u2018Be Best\u2019 Falls short of Goals at 2<sup>nd<\/sup> Year Mark<br><a href=\"https:\/\/www.cnn.com\/2020\/05\/07\/politics\/melania-trump-be-best-anniversary\/index.html\">https:\/\/www.cnn.com\/2020\/05\/07\/politics\/melania-trump-be-best-anniversary\/index.html<\/a><\/li>\n\n\n\n<li>Web resource: Office White House Reach Higher Website<br><a href=\"https:\/\/obamawhitehouse.archives.gov\/reach-higher\">https:\/\/obamawhitehouse.archives.gov\/reach-higher<\/a><\/li>\n\n\n\n<li>Article resource: Michelle Obama\u2019s \u2018Reach Higher\u2019 Initiative Merges with the Common Application<br><a href=\"https:\/\/www.edweek.org\/teaching-learning\/michelle-obamas-reach-higher-initiative-merges-with-the-common-application\/2018\/09\">https:\/\/www.edweek.org\/teaching-learning\/michelle-obamas-reach-higher-initiative-merges-with-the-common-application\/2018\/09<\/a><\/li>\n\n\n\n<li>Video resource Go to College Music Video (with First Lady Michelle Obama)<br><a href=\"https:\/\/www.youtube.com\/watch?v=_1yAOK0nSb0\">https:\/\/www.youtube.com\/watch?v=_1yAOK0nSb0<\/a><\/li>\n<\/ol>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Case 44<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Discussion Questions<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>How do social media influence student-led campaigns?<\/li>\n\n\n\n<li><span style=\"background-color: var(--wp--preset--color--base); color: var(--wp--preset--color--contrast); font-family: var(--wp--preset--font-family--system); font-size: var(--wp--preset--font-size--small);\">In what ways can student voices impact social change?<\/span><\/li>\n\n\n\n<li><span style=\"background-color: var(--wp--preset--color--base); color: var(--wp--preset--color--contrast); font-family: var(--wp--preset--font-family--system); font-size: var(--wp--preset--font-size--small);\">How should student activists respond to criticisms on social media?<\/span><\/li>\n\n\n\n<li>Are the voices of student activists more or less persuasive than adult activists?<\/li>\n\n\n\n<li>How can student activists amplify their voices in a noisy social media environment?<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">Weblinks<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Web resource: Marjory Stoneman Douglas High School Public Safety Act<br><a href=\"https:\/\/www.fldoe.org\/safe-schools\/msdhs-psa.stml\">https:\/\/www.fldoe.org\/safe-schools\/msdhs-psa.stml<\/a><\/li>\n\n\n\n<li>Article resource: What does the \u201cMarjory Stoneman Douglas High School Public Safety Act\u201d Mean for Students?<br><a href=\"https:\/\/www.aclufl.org\/en\/what-does-marjory-stoneman-douglas-high-school-public-safety-act-mean-students\">https:\/\/www.aclufl.org\/en\/what-does-marjory-stoneman-douglas-high-school-public-safety-act-mean-students<\/a><\/li>\n\n\n\n<li>Video resource: 60 Minutes: Revisiting the Calls for Change After the Parkland Shooting<br><a href=\"https:\/\/www.youtube.com\/watch?v=97p1W6xWlzM\">https:\/\/www.youtube.com\/watch?v=97p1W6xWlzM<\/a><\/li>\n\n\n\n<li>Article resource: Thousands of Students Walked Out of School Today in Nationwide Protests. Here\u2019s Why<br><a href=\"https:\/\/time.com\/5195960\/national-school-walkout-march-14\/\">https:\/\/time.com\/5195960\/national-school-walkout-march-14\/<\/a><\/li>\n\n\n\n<li>Web resource: March for Our Lives Official Website<br><a href=\"https:\/\/marchforourlives.com\/\">https:\/\/marchforourlives.com\/<\/a><\/li>\n<\/ol>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Case 45<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Discussion Questions<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>How open to ridicule should White House communications directors be?<\/li>\n\n\n\n<li>What protocols should be in place to reduce the stress of working in the White House?<\/li>\n\n\n\n<li>What are the unique challenges of White House communications directors?<\/li>\n\n\n\n<li>How should practitioners respond to requests for \u201cwhite lies\u201d by their clients?<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">Weblinks<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Article resource: Trump\u2019s Communications Director is Out as Larger Shakeup Looms<br><a href=\"https:\/\/www.politico.com\/story\/2017\/05\/30\/mike-dubke-trumps-communications-director-has-resigned-238931\">https:\/\/www.politico.com\/story\/2017\/05\/30\/mike-dubke-trumps-communications-director-has-resigned-238931<\/a><\/li>\n\n\n\n<li>Article resource: Public Relations Association Rebukes Trump\u2019s White House on \u2018Alternative Facts\u2019<br><a href=\"https:\/\/www.politico.com\/story\/2017\/01\/trump-alternative-facts-234138\">https:\/\/www.politico.com\/story\/2017\/01\/trump-alternative-facts-234138<\/a><\/li>\n\n\n\n<li>Video resource: Sean Spicer\u2019s Greatest Hits as White House Press Secretary to President Donald Trump<br><a href=\"https:\/\/www.youtube.com\/watch?v=9zfZrfKk9lY\">https:\/\/www.youtube.com\/watch?v=9zfZrfKk9lY<\/a><\/li>\n\n\n\n<li>Video resource: Sarah Huckabee Sanders Reveals Why She Really Ditched Trump<br><a href=\"https:\/\/www.youtube.com\/watch?v=IxdBFf2Ba-8\">https:\/\/www.youtube.com\/watch?v=IxdBFf2Ba-8<\/a><\/li>\n\n\n\n<li>Article resource: Anthony Scaramucci: Fired from the White House after 10 Days<br><a href=\"https:\/\/www.bbc.com\/news\/world-us-canada-40684697\">https:\/\/www.bbc.com\/news\/world-us-canada-40684697<\/a><\/li>\n\n\n\n<li>Article resource: Top White House Adviser Hicks no Longer Works at the White House, a Previously Planned Departure<br><a href=\"https:\/\/www.cnn.com\/2021\/01\/13\/politics\/hope-hicks-white-house-trump-riot\/index.html\">https:\/\/www.cnn.com\/2021\/01\/13\/politics\/hope-hicks-white-house-trump-riot\/index.html<\/a><\/li>\n\n\n\n<li>Article resource: Stephanie Grisham Named as Next White House Press Secretary<br><a href=\"https:\/\/www.abc10.com\/article\/news\/nation-world\/stephanie-grisham-named-as-next-white-house-press-secretary\/507-590cf5ed-e7a8-4dab-b811-2b892afa3d27\">https:\/\/www.abc10.com\/article\/news\/nation-world\/stephanie-grisham-named-as-next-white-house-press-secretary\/507-590cf5ed-e7a8-4dab-b811-2b892afa3d27<\/a><\/li>\n<\/ol>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The influence public relations practitioners exert in the public forum is critically examined in this chapter through five cases that detail practices in public communication, political campaigns, cause campaigns, and governmental communication, probing the ethical limitations of such practices within a democratic system. 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