Lecture Notes: Ethical and Responsible Advocacy for Future Leaders

Introduction to Dr. Holly Overton

• Position & Titles: Associate Professor in Advertising and Public Relations, Coordinator of MPS in Strategic Communication, Director of Research at Arthur W. Page Center.
• Research Focus:
  • Ethics in Public Relations
  • Corporate Social Responsibility
  • Corporate Social Advocacy
  • Psychological factors affecting information processing
  • Technological factors in public relations
• Achievements:
  • Published over three dozen peer-reviewed articles
  • 2019 Educator of the Year by SC Chapter of Public Relations Society of America
  • 2023 Dean’s Excellence Award for Integrated Scholarship

Purpose of the Lecture

• To connect research topics to students’ experiences as media consumers, future employees, and society members.
• Focus on ethical and responsible advocacy.

Definition of Advocacy

• Advocacy: Speaking up for a cause, policy, or change.
• Corporate Social Advocacy: Companies taking a stance on socio-political issues.

Examples of Corporate Social Advocacy

1. Nike & Colin Kaepernick:
   • Protest against police brutality.
   • Campaign tagline: "Believe in something, even if it means sacrificing everything."
2. Ben & Jerry's:
   • Stance on social/political issues such as racial injustice and voting rights.
3. Dick’s Sporting Goods:
   • Policy changes on firearms sales.
4. Disney and Florida’s Bill:
   • Opposition to "Don’t Say Gay" bill; faced backlash.
5. Sports Teams and Advocacy:
   • NY Yankees, Tampa Bay Rays on gun violence.
   • Coaching protests (e.g., Steve Kerr on gun violence).
   • Ted Lasso’s fictional activism against unethical sponsorships.

Reasons for Corporate Advocacy

• Edelman Trust Barometer:
  • Decreasing trust in government, increasing trust in businesses.
  • Public expects businesses to solve societal problems.
• Expectations from CEOs:
  • 81% expect CEO visibility on public policy.
• Employee Expectations:
  • 60% want CEOs to speak on controversial issues.

Challenges and Questions in Corporate Advocacy

• Impact on brand purpose and mission.
• Balance of stakeholder demands and risks of taking a stance.
• Gen Z's significant role in advocacy expectations.

Best Practices for Ethical Advocacy

1. Authenticity: Trust is built by genuine actions.
2. Align actions with values and principles.
3. Understand and meet societal expectations.

The Role of the Page Center

• Focus on ethics and responsibility in corporate communication.
• Page Principles:
  • Public perception is mostly based on actions.
• Initiatives in areas like sustainability and stakeholder engagement.

Promoting Ethical Advocacy

• Importance of being responsible media consumers and informed citizens.
• Encouragement for active citizenship through voting.
• Importance of mental health support and resources.

Conclusion

• Advocacy is a major responsibility; it must be practiced ethically and with integrity.
• Encouragement to utilize campus resources for support.

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Dr. Overton’s Call to Action

• Engage ethically and responsibly in advocacy.
• Use your education for positive societal impact.
• Participate in democracy and exercise your rights.