Ethics in Public Relations
1 Introduction
Like every discipline also public relations have own code of ethics. Such a kind of code we need to prevent unethical actions. In some cases the code gets violated. In the following essay I will explain what code of ethics is and why do we need it.
Main points of my essay will be:
- What is code of ethics?
- Why do public relations practitioners need code of ethics?
- Case study
- How to prevent violation of PR code of ethics?
Definition of ethics normally determines the nature of what should be valued and distinguishes right from wrong. Ethics in public relations includes values such as honesty, openness, loyalty, fair-mindedness, respect, integrity and forthright communication (Bowen, 2007)
Internet Encyclopedia of Philosophy says that “the field of ethics (or moral philosophy) involves systematizing, defending, and recommending concepts of right and wrong behavior.”
2 Public relations as an ethical discipline
Many current researches and critics agree that there can be no ethical public relations. Usually public relations are associated with lying, spin-doctoring and espionage. Public relations industry is often criticized for a lack of ethics. It is believed that term ethical public relations is an oxymoron. Some people see public relations professionals as manipulators of the public mind.
To be successful public relation practitioner you need to make intelligent decisions on situations laden with ethical dilemmas. It is important to balance between serving the best interests for a client and for overall society. Ideally would be a perfect symmetry of service attained to client and society. But in a reality a large number of variables disrupt this symmetry. Ethical dilemmas often result from dealing these variables (Lieber, 2003).
Ethics is often delineated into two paradigms: Kant’s deontological and utilitarian perspective. Kant’s categorical imperative suggests public relations practitioners to act in
Like every discipline also public relations have own code of ethics. Such a kind of code we need to prevent unethical actions. In some cases the code gets violated. In the following essay I will explain what code of ethics is and why do we need it.
Main points of my essay will be:
- What is code of ethics?
- Why do public relations practitioners need code of ethics?
- Case study
- How to prevent violation of PR code of ethics?
Definition of ethics normally determines the nature of what should be valued and distinguishes right from wrong. Ethics in public relations includes values such as honesty, openness, loyalty, fair-mindedness, respect, integrity and forthright communication (Bowen, 2007)
Internet Encyclopedia of Philosophy says that “the field of ethics (or moral philosophy) involves systematizing, defending, and recommending concepts of right and wrong behavior.”
2 Public relations as an ethical discipline
Many current researches and critics agree that there can be no ethical public relations. Usually public relations are associated with lying, spin-doctoring and espionage. Public relations industry is often criticized for a lack of ethics. It is believed that term ethical public relations is an oxymoron. Some people see public relations professionals as manipulators of the public mind.
To be successful public relation practitioner you need to make intelligent decisions on situations laden with ethical dilemmas. It is important to balance between serving the best interests for a client and for overall society. Ideally would be a perfect symmetry of service attained to client and society. But in a reality a large number of variables disrupt this symmetry. Ethical dilemmas often result from dealing these variables (Lieber, 2003).
Ethics is often delineated into two paradigms: Kant’s deontological and utilitarian perspective. Kant’s categorical imperative suggests public relations practitioners to act in
References: Bowen, Shannon A. (2007). Ethics and Public Relations. http://www.instituteforpr.org/topics/ethics-and-public-relations Internet Encyclopedia of Philosophy. http://www.iep.utm.edu/ethics Le Vine, Steven. How to Run Ethically Sound PR Campaigns. http://aboutpublicrelations.net/uclevine3.htm Lieber, Paul Stuart (2003). Ethics in public relations: Gauging ethical decision-making patterns of public relations practitioners. http://etd.lsu.edu/docs/available/etd-0707103-111615/unrestricted/Lieber_thesis.pdf Pike, Della & Jackson, Nigel (2006). Ethics and the promotion of consumer brands to children: Marketing public relations in the UK Toy industry. Prism 4(1): http://praxix.massey.ac.nz/prism_on-line_journ.html PRSA (2000). Public Relations Society of America (PRSA) Member Code of Ethics. http://www.prsa.org/AboutPRSA/Ethics/CodeEnglish/ VoteForUs.com. Ethics in Public Relations 5 Points to Keep in Mind. http://www.voteforus.com/ethicsinpublicrelations.html