Ethics in Public Relations Chapter 6 Public Relations: A Values-Driven Approach This multimedia product and its contents are protected under copyright

Ethics in Public Relations

Chapter 6Public Relations:

A Values-Driven Approach

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Copyright © Allyn & Bacon 2003


What Are Ethics?

Ethics are beliefs about right and wrong that guide the way we think and act.

Ethics aren’t something we have; they’re something we do.


Codes of Ethics

International codesSocietal codesProfessional codesOrganizational codesPersonal codes


The Golden Mean

Recognizing that moral absolutes can be troublesome, Aristotle and Confucius separately defined this as the point of ethical balance between two extremes.


The Categorical Imperative

Immanuel Kant said people should make ethical decisions as if their chosen action would establish a universal law—a clear principle that would apply to everyone.


Utilitarianism

Jeremy Bentham and John Stuart Mill developed the philosophy that all actions should be directed at producing the greatest good for the greatest number of people.


Social Justice

John Rawls urged decision makers to put on a “veil of ignorance” by looking at the situation from all points of view.

In order to correct injustices, Rawls felt that most advantages should be given to those who are most disadvantaged.


Objectivity versus Advocacy

Are public relations practitioners ethically obligated to communicate the full truth or only the information that benefits their client or organization?


The Case for Selective Truth

Total objectivity is not always practical.

Alternate views will emerge.Practitioners are not obliged to

provide alternate views.In an adversarial society, truth is

not as important as the obligation to the client.


The Case against Selective Truth

It undermines the practitioner’s ability to counsel on ethical matters.

It undermines relationships with internal audiences.

It runs counter to the preferred two-way symmetrical concept of public relations.


The Case against Selective Truth

It runs contrary to the mission of building mutually beneficial relationships.

It may violate the ethics codes of PRSA and IABC.


The Solution

By fulfilling their managerial role, practitioners can advocate fair polices with clear consciences.

The “objectivity versus advocacy” debate involves a misleading either/or question.

Building relationships can require both approaches—and more.


Challenges to Ethical Behavior

DilemmasOverworkLegal/ethical confusionCross-cultural ethicsShort-term thinkingVirtual organizations


The Rewards of Ethical Behavior

There is satisfaction in doing the right thing.

Successful leadership is based on strong ethics.

Ethical behavior may lead to an organization’s financial success.

Bad ethics can lead to financial disaster.


Achieving Ethical Behavior

Ensure that ethical behavior starts with top management.

Conduct periodic ethics audits.Integrate an awareness of values

and ethics into the public relations process.

Use a system for analyzing ethical challenges.


Ethics Audit Questions

What is our organization’s ethics code?

How do we communicate that code to ourselves and to others ?

What do key publics know about our code?


Ethics Audit Questions

What are our ethics successes?

Why?

What are our ethics failures? Why?

How can we bolster our strengths

and reduce our weaknesses?


The Potter Box


Define the Situation

Definition Box


State the Different Values

Definition Box

Values Box


State Your Principles

Definition Box

Values Box Principles Box


State Your Loyalties

Definition Box

Values Box Principles Box

Loyalties Box

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Ethics in Public Relations Chapter 6 Public Relations: A Values-Driven Approach This multimedia product and its contents are protected under copyright